*6.1. Research Implications*


(5) We find four impact paths of user responses to health-related short-video advertisements (SI →PU →AT →PI; IR →PU →AT →PI; IN →PU →AT →PI; PE →PU →AT →PI) by mediating e ffects analysis. Thus, advertisers and marketers can maximize resource utilization through the impact paths and promote the e ffectiveness of health-related short-video ads.
