Unlocking the potential of short video ads for online resale platforms: the role of influencer and ad characteristics in China

Purpose Unlike standardized new-product e-commerce, online second-hand platforms operate under severe quality uncertainty and information asymmetry. In this context, short video in-feed advertising may function not merely as a promotional tool, but as a virtual inspection and uncertainty-reduction mechanism. Building on this premise, this study examines how influencer characteristics (expertise, trustworthiness and homophily) and advertising characteristics (informativeness, entertainment and perceived congruence) shape users' intention to use online second-hand platforms through perceived diagnosticity and platform trust. Design/methodology/approach Data were collected from 488 Chinese users exposed to short video ads for second-hand platforms. The study employs a dual-analytic approach: partial least squares structural equation modelling (PLS-SEM) to estimate net relationships and indirect effects, and fuzzy-set qualitative comparative analysis (fsQCA) to identify complex configurations of conditions leading to high usage intention. Findings PLS-SEM results indicate that while homophily and perceived congruence directly impact usage intention, other attributes work indirectly through perceived diagnosticity and platform trust. Additional robustness checks controlling for income level and daily short-video usage confirmed that the substantive pattern of the hypothesized relationships remained stable. Notably, fsQCA reveals multiple sufficient configurations, suggesting that neither influencer nor advertising attributes alone are sufficient; rather, specific combinations (e.g. high informativeness combined with influencer credibility) drive platform adoption. Originality/value This research bridges the gap between social media marketing and the circular economy distribution channels in an Asian context. By combining symmetric (SEM) and asymmetric (fsQCA) methods, it offers unique insights into how “soft” influencer cues and “hard” information cues synergistically overcome the uncertainty inherent in online second-hand transactions.