Viral but Nameless: How Social Media Commerce Weakens Brand Memory in Impulse-Driven Purchase Paths

Abstract

With the rapid development of technology, purchasing products through short video platforms has become mainstream. This study uses the case of the “Zhenshiming steam eye mask” to explore whether purchase-driven short video advertising negatively affects brand memory. The research adopts a case study approach, supported by literature review and theoretical discussion. Through detailed analysis and reconstruction of the case, the study finds that consumer behavior under such advertising typically follows two distinct paths and is influenced by three key mechanisms. This perspective highlights the need to connect short-term purchase behavior with long-term brand building. Based on these findings, the research proposes a model of “instant conversion, delayed memory” to explain how promotional content may weaken long-term brand recognition. The study offers both theoretical insights and practical recommendations for brand managers seeking to balance conversion efficiency with sustained brand impact in the age of short video commerce. It also provides a reference point for future studies on digital advertising and consumer-brand interaction.