Food-related short videos significantly influence user behavior by shaping purchase intentions and eating habits. They drive engagement through entertainment and information, fostering trust and shared value creation, which mediate purchase decisions. Videos showcasing cooking, plating, or tasting enhance visual attention and appetite, particularly for adolescents, but may promote unhealthy food choices if not curated. Entertainment value often outweighs information in shaping attitudes, encouraging consumption. However, excessive exposure can lead to impulsive eating or disordered behaviors.[](https://www.nature.com/articles/s41598-025-94994-z)