Djordje Djokovic
Title
Dr.
Last Name
Djokovic
First name
Djordje
Email
djordje.djokovic@unisg.ch
Phone
+41 71 224 71 10
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Item type:Publication, How Shoppable Video Clips Convert Views to Clicks(2025-05-25); ; ; Grewal, DhruvShoppable Video Clips (SVCs), a novel short-video format integrated into e-commerce websites, enable interactive shopping by presenting products alongside clickable product tags. This study investigates the impact of product presentation styles in SVCs-showing products in use versus displaying them-on purchase-related behavior. Drawing on economic theories of consumer information search, we suggest that SVCs showing products in use reduce information search costs, leading to higher add-to-cart rates. Using advanced machine learning methods to analyze thousands of SVCs from a European beauty retailer, we find that showing products in use increases add-to-cart rates significantly, particularly for experience products and strong brands. Moreover, SVCs showing products in use placed in upper-funnel stages, like video feeds, outperform those in lower-funnel stages, such as product detail pages. We discuss theoretical and practical implications and propose avenues for future research.Type:conference paperJournal:Proceedings of the European Marketing Academy