The Data of Study on the Influence of City Cultural Brands and Shooting Perspectives in Short Videos on User Social Media Sharing Intentions

The creation of short videos featuring city cultural brands involves various techniques and methods. How to design and produce these videos to effectively enhance user sharing intentions remains a research question. Additionally, user sharing intentions on social media have quantifiable potential and are supported by rich practical examples from previous research. This study, drawing on the Elaboration Likelihood Model, Flow Theory, and Framing Effect Theory, investigates the impact of city cultural brands and shooting perspectives in short videos on sharing intentions. The results show that city cultural brands increase user sharing intentions by enhancing the flow experience, with self-consistency moderating this effect. Compared to third-person perspectives, second-person perspectives lead to higher user sharing intentions, with processing fluency acting as a significant mediator and cognitive need having a negative moderating effect. These findings contribute to the literature on short video platforms in tourism contexts and provide suggestions for tourism marketers.