id	author	title	date	pages	extension	mime	words	sentence	flesch	summary	cache	txt
brj-23374	Yu, Shulan; Wu, Zehui	Research on the Influence Mechanism of Short Video Communication Effect of Furniture Brand: Based on ELM Model and Regression Analysis	2024	18	.pdf	application/pdf	7584	348	50	Formulation of Hypotheses Following an in-depth analysis of the characteristics of short videos for furniture brand communication and a review of existing literature, the following research hypotheses were proposed to explore the specific impact of short video features on communication effectiveness: H1: The type of content theme (e.g., designer/celebrity IP, purchasing tips, scenario-based content, etc.) has a significant effect on the communication effectiveness of furniture brand short videos. Furniture brand short videos with durations of 31 to 60 s had a highly significant positive impact, while videos with durations of 16 to 30 s also had a significantly positive impact.	cache/brj-23374.pdf	txt/brj-23374.txt