Citation

Xing, Wang and Ong, Sue Lyn (2026) A Systematic Review of the Persuasive Effects of Environmental Communication in Short VideosA Systematic Review of the Persuasive Effects of Environmental Communication in Short Videos. Jurnal Komunikasi: Malaysian Journal of Communication, 42 (1). pp. 603-620. ISSN 2289-1528

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Abstract

Short videos have become a central format in environmental communication, yet evidence on their persuasive effects on sustainable tourism behaviour remains fragmented. This study provides a systematic review of short-video persuasion in sustainable tourism contexts, synthesizing theoretical approaches, mechanisms, and boundary conditions. Following PRISMA guidelines, we searched 4 databases up to September 2025, identifying 2,151 records and retaining 12 peer-reviewed journal articles for analysis. The included studies were organized into three thematic clusters ： (1) shortvideo content features and sustainable tourism intentions (7 studies, 58.3%), (2) social media influencer effects on destination persuasion (4 studies, 33.3%), and (3) audience evaluation of sustainable tourism information (4 studies, 33.3%), with some studies addressing. Methodologically, the corpus comprised cross-sectional questionnaire surveys (7/12, 58.3%), experimental designs (3/12, 25.0%), and content analytic approaches (2/12, 16.7%). Theoretically, studies drew primarily on Persuasion Theory, Stimulus-Organism-Response Theory, Technology Acceptance Model, and Source Credibility Theory, though actual behaviour was measured in only one study. Message design features, including narrative framing, emotional visual cues, and production aesthetics, demonstrated conditional positive effects on pro-environmental intentions, operating through both cognitive and affective pathways. Influencer credibility and audience–source congruence further moderated persuasive outcomes. These findings underscore the field's overreliance on intention-based outcomes and geographically concentrated samples (5/12, 41.7% from China), highlighting an unresolved intention–behaviour gap. Future research should prioritize longitudinal and cross-cultural designs, behavioural outcome measurement, and platform-level perspectives to advance both theoretical integration and practical communication strategies.

Item Type:	Article
Uncontrolled Keywords:	Short video, persuasion, sustainable communication
Subjects:	N Fine Arts > N Visual arts
Divisions:	Learning Institute for Empowerment (LiFE) Faculty of Applied Communication (FAC)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	04 May 2026 01:29
Last Modified:	07 May 2026 06:23
URII:	http://shdl.mmu.edu.my/id/eprint/15810

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