Short video platforms (SVP) such as TikTok, Instagram Reels, and YouTube Shorts represent a new generation of social media with unique characteristics such as short formats, AI-based recommendation algorithms, multimodality (audio, text, visual), interactive engagement, and the potential for content virality (Xiao et al., 2019; Bucher, 2012). These characteristics make SVP not just a means of distributing information, but also a space for experimentation and the creation of communication innovations (Qi and Li, 2021; Zhang et al., 2023). In line with this, short video platforms are increasingly popular and have become a primary tool for social media users, especially MSMEs, to attract consumers and understand brands, goods, and services, which have gradually become a popular digital communication tool (Yuan et al., 2022; Xiao et al., 2019).

Previous research has examined the influence of short video platform characteristics on users, particularly in the context of digital communication in entrepreneurship. For example, the characteristics of marketing content on short video platforms impact consumer purchase intentions (Yuan et al., 2022), increase sales (Ge et al., 2021), consumer engagement (Xiao et al., 2024). Wang’s research, 2020, found that the characteristics of short video platforms drive the intensity of user adoption mediated by psychological factors including, (1) immersion, which is the degree to which a person feels immersed due to being too engrossed in a particular experience, (2) presence, which is the extent to which a person feels present in the mediated environment, (3) perceptual realism, which is the extent to which users perceive the world presented through the short video platform as realistic, and (4) entertainment, which is related to what content the user watches and the extent to which the display provides entertainment that creates feelings of pleasure.

Within the affordances framework (Leonardi and Vaast, 2017), SPV provides possibilities for action such as immersion, presence, perceptual realism, and entertainment, which are enacted by MSMEs in the context of digital communication. These affordances enable MSMEs with limited resources to conduct low-cost experiments, increase visibility, and reach a wider audience. Furthermore, research by Zhao and Wagner (2023) and Meng et al. (2024) emphasizes that content characteristics (such as credibility, attractiveness, authenticity, and brand heritage) play a crucial role in strengthening audience engagement. This suggests that SPV affordances are not solely technical but are also mediated by the dimensions of perception and meaning formed by users. Based on these arguments, we anticipate that:

The innovation-decision process (IDP) explains how innovation adoption progresses through the stages of knowledge, persuasion, decision, implementation, and confirmation (Rogers, 2003; Sahin, 2006). In the context of MSMEs, the IDP is crucial because limited resources make business actors more selective in evaluating the benefits and risks of innovation. In the context of the innovation decision-making process by micro, small, and medium enterprises (MSMEs) in using short video platforms as their digital communication innovation, at the (knowledge) stage, MSMEs learn about the existence of short video platforms and look for innovations that can be implemented to communicate their digital experiences. These innovations influence their attitudes toward short video platforms, for example, whether they support or not as a tool for their business development (persuasion), then decide to adopt or reject (decision), and if they decide to adopt, they will practice the innovation (implementation), then seek support (confirmation) for the decision that has been made.

SPV affordances can trigger the IDP stage by providing opportunities for content exploration, accelerating the persuasion process through audience engagement, and facilitating more informed decision-making. Integrating affordance theory with the UTAUT2 model (Venkatesh et al., 2012) strengthens the understanding that utilitarian (performance expectancy), social (social influence), and hedonic (hedonic motivation) factors generated by SPV can accelerate the IDP stage. Furthermore, recent literature emphasizes that the IDP is not always linear. Meier and Peters (2023) underscore the importance of sensemaking and triggering conditions in which MSMEs interpret SPV affordances based on their experience, internal capacity, and market pressures. This sense-making process explains why not all MSMEs utilize SPV in the same way, even though affordances are available to all.

Furthermore, in the innovation decision-making process in MSME digital communication, namely, the decision to adopt a short video platform through the stages of knowledge, persuasion, decision, implementation, and confirmation in the innovation decision-making process model influences MSME actors in deciding to adopt or not to adopt. In addition, the characteristics of innovation adopters as innovation decision-makers determine the success or failure of the innovation adoption process, for example, the ability to learn or obtain information about an innovation. The norms and social systems of innovation adopters also support the success or failure of the innovation adoption process (Rogers, 1995; Rogers, 2003). Based on these arguments, we anticipate that:

Digital communication innovation (DCI) refers to MSMEs’ efforts to utilize digital technology to create, modify, and disseminate innovative communications (Xiao et al., 2019; Yuan et al., 2022). Concrete forms of DCI include the use of live streaming features, collaboration with influencers, viral content creation, and the use of entertainment elements such as music and creative filters. In line with previous research (Munsch, 2021; Rozaq and Nugrahani, 2023; Xiao et al., 2019), various digital communication and short video platform content strategies have been categorized and classified by entrepreneurs, including: (1) Following viral content, (2) Using music features, (3) Live broadcasts, (4) Humorous content, and (5) Using human figures/influencers. For further clarification, this is outlined in the research framework in Figure 1.

From a marketing perspective, (Appel et al., 2020) emphasize that the future of digital communication innovation will be determined by content quality, sensory richness, user participation (user-generated content), and regulation. SPV is a crucial catalyst within this framework, as the affordances it offers accelerate the process of creating new communication value while expanding customer engagement. Empirical findings in this study indicate that DCI is the result of a combination of SPV affordances and the IDP stages. SPV provides technical opportunities, IDP structures meaning and adoption, while DCI is the outcome of tangible innovation in MSMEs’ digital communication practices.

This study used a structured questionnaire as the main instrument for data collection. The questionnaire was developed based on a validation scale from previous studies and consisted of several parts, namely: (1) respondent demographic information, (2) Short Video Platform (SPV) Characteristics, (3) Innovation-Decision Process (IDP), and (4) Digital Communication Innovation (DCI). Before being distributed, the questionnaire was piloted to 30 MSMEs in Bandung Regency to ensure its validity and reliability. The results of this pilot test were used to refine the questions and make them easier for respondents to understand. Table 1 defines the conceptual constructs used in this study to ensure clarity and accuracy.

This study has obtained permission from the regional research and development department with approval number 070/0726/VII/2023. All research procedures were carried out according to the ethical guidelines stated in the Declaration of Helsinki, especially regarding the protection of the rights and privacy of research participants. Before data collection was carried out, this study went through an ethical evaluation process to ensure that the research did not have a negative impact on participants.

Before participating in the study, all respondents were given complete information about the purpose of the study, the expected benefits, and how their data would be used and stored. This information was conveyed through a consent form provided directly (for respondents who were interviewed face-to-face) or in digital form via an online form (for respondents who filled out the online questionnaire). Participation in this study was voluntary, and respondents were free to withdraw without any consequences. In addition, respondents were also allowed to ask questions before signing the consent.

This study used a purposive sampling technique to ensure the sample taken was in accordance with the research objectives. The inclusion criteria for respondents were: (1) MSME owners or managers who actively use short video platforms such as TikTok, Instagram Reels, or YouTube Shorts for digital communication. Data on the use of short video platforms by MSMEs must meet criteria including upload frequency, number of videos, and use of advertising strategies (Yuan et al., 2022; Ge et al., 2021), in addition (2) MSMEs that have been operating for at least 1 year so they have experience in adopting digital communication innovations, (3) Business actors from various sectors, including culinary, fashion, handicrafts, and agribusiness, to ensure the diversity of business types in this study.

The research location was conducted in Bandung Regency, West Java, Indonesia. West Java has 1.49 million SMEs and is the province with the largest number of SMEs, followed by Central Java with 1.45 million SMEs and East Java with 1.15 million SMEs (Anastasya, 2023). Meanwhile, Bandung Regency was chosen as the research location because it is included in the region with the second largest number of SMEs in West Java, with a total of 192,442 SMEs, after Bogor Regency which is in first place with a total of 204,302, and followed by Sukabumi Regency and Garut Regency (Fitriani, 2025). However, Bandung Regency has a unique position because it directly borders Bandung City as the capital of West Java. The data collection process was carried out in the period from December 2022 to May 2023 in Bandung Regency, Indonesia.

A total of 500 questionnaires were distributed to eligible MSMEs, and 392 valid responses were obtained, resulting in a response rate of 78.4%. To assess non-response bias, we compared early and late respondents based on key demographic variables (business size, sector, and platform usage) (see Table 2) using an independent samples t-test; no significant differences were found (p > 0.05). Missing values were minimal (<2%) and were handled using listwise deletion. Outlier detection was performed using the Mahalanobis distance, and no significant outliers were identified. This procedure ensured the robustness and representativeness of the survey data.

The collected data were analyzed using the Structural Equation Modeling (SEM) method with the partial least squares (PLS) approach through SmartPLS version 4 software. This method was used because the model is exploratory, the latent construct is still developing, and MSME data is often not normally distributed. Data analysis was carried out in several stages, namely, (1) evaluation of the measurement model/outer model, (2) analysis of the structural model/inner model, and finally (3) path coefficient significance using the bootstrapping technique (5,000 resamples, 95% CI). All data collected in this study are kept confidential and used for academic purposes only. Respondent data are anonymized to protect the identity of participants and prevent information leakage. Data storage is carried out with a strict security system, by data protection regulations in force in Indonesia. In addition, only researchers involved in this study have access to the raw data to ensure that there is no misuse of information. By paying attention to strict research ethics aspects, this study ensures that all procedures carried out are by academic standards and provide security for participants in the data collection process.

All data collected in this study are kept confidential and used for academic purposes only. Respondent data are anonymized to protect the identity of participants and prevent information leakage. Data storage is carried out with a strict security system, by data protection regulations in force in Indonesia. In addition, only researchers involved in this study have access to the raw data to ensure that there is no misuse of information. By paying attention to strict research ethics aspects, this study ensures that all procedures carried out are by academic standards and provide security for participants in the data collection process.

Based on Table 2, the characteristics of MSMEs in Bandung Regency, Indonesia, show diverse distributions. The majority are small businesses at 45.9% (180 business actors), followed by micro businesses at 32.1% (126 actors), and medium businesses at 21.9% (86 actors). The culinary sector dominates among business types at 52.8% (207 respondents), with agribusiness at 26.3% (103), fashion at 12.0% (47), crafts at 4.1% (16), and other categories at 4.8% (19). Regarding short video platforms, TikTok is most used at 62.5% (245 respondents), followed by Instagram Reels at 20.9% (82), Feed content at 11.2% (44), and Snack Video at 5.4% (21).

Respondent characteristics indicate that the majority come from the small business category. This aligns with the structure of MSMEs in Indonesia (Tambunan, 2019), where small businesses dominate both the formal and informal business sectors. In the context of innovation adoption theory (Rogers, 2003), small businesses typically fall into the early majority stage, a group more open to innovation while still considering risks. Micro-enterprises (32.1%) tend to face resource constraints (Meier and Peters, 2023), so SPV adoption focuses more on simple promotions and low-cost experimentation. Medium-sized enterprises (21.9%) are relatively more established, with the capacity to integrate SPV affordances into more structured communication strategies.

In the business category, the culinary sector (52.8%) dominates, indicating that food and beverages are the sector that utilizes SPV the most. This is consistent with social media marketing findings (Appel et al., 2020) that visual-sensory content, such as culinary, has a strong appeal on short video-based platforms due to its visualization, emotional appeal, and relevance to everyday experiences. The agribusiness sector (26.3%) also stands out, demonstrating the digitalization trend in traditional sectors. SPV provides agribusinesses with opportunities to showcase production processes, local narratives, and authentic values (Meng et al., 2024; Zhao and Wagner, 2023). Meanwhile, fashion (12.0%) and crafts (4.1%) tend to emphasize esthetics and creativity. Affordances such as multimodal expressiveness and virality are crucial for these sectors to create trends and strengthen brand heritage.

Meanwhile, in terms of short video platforms (SVP), TikTok (62.5%) dominates, confirming its position as the primary platform for MSMEs to utilize short videos. This aligns with research by Zhao and Wagner (2023), which shows that TikTok’s distribution algorithm provides a significant opportunity for MSME content to go viral without significant costs. Instagram Reels (20.9%) is relatively smaller, perhaps because its audience is more segmented and dominated by urban users with esthetic visual preferences (Zhang et al., 2023). Snack Video (5.4%) and other feed content (11.2%) indicate diversification, albeit limited. These platforms function more as complements, rather than primary platforms.

The innovation decision-making process (IDP) on short video platforms (SPVs) shows that the characteristics of SPV affordances enable MSMEs with limited resources to conduct low-cost experiments, increase visibility, and reach a wider audience (Leonardi and Vaast, 2017). Hypothesis 1 (H1) suggests that SPV affordances can trigger IDP stages by providing opportunities for content exploration, accelerating the persuasion process through audience engagement, and facilitating more targeted decision-making. SPV affordances work because of the factors outlined by UTAUT2 (Venkatesh et al., 2012). For example, (1) SPV performance expectancy is considered to increase market reach & digital communication drives adoption, (2) effort expectancy & facilitating conditions in editing features & algorithms make it easier for MSMEs with limited resources to strengthen the perception of ease, (3) hedonic motivation & habit create habits and lower IDP barriers, (4) price value makes SPV attractive to MSMEs and supports the direct effect of SPV on IDP.

Then, the results of the study on hypothesis 2 (H2) show that short video platform (SPV) characteristics have a direct influence on digital communication innovation (DCI). This finding confirms (Leonardi and Vaast, 2017) argument that SPV affordances are not just features, but the relationship between features and actors that produce a variety of innovation practices (IDP) that lead to instant action (imitation of viral content). In line with this, the marketing perspective of Appel et al. (2020) emphasizes that the future of digital communication innovation (DCI) will be determined by content quality, sensory richness, user participation (user-generated content), and regulation. In addition, SPV characteristics (AI-based curation, multimodality, virality, low-cost creation) can be positioned as material features that produce specific affordances for MSMEs. Affordances are potential actions enabled by technological features and enacted by users in an organizational context (Leonardi and Vaast, 2017). In other words, these results confirm Leonardi and Vaast’s argument that affordances are not just features, but the relationship between features and actors that produces variations in innovation practices (IDP) that give rise to instant actions (imitation of viral content).

The findings also show that digital communication innovation (DCI) is the result of a combination of SPV affordances and IDP stages. SPV provides technical opportunities, IDP structures meaning and adoption, while DCI becomes an outcome in the form of real innovation in MSME digital communication practices, which is in line with the research findings in hypothesis 3 (H3). With the affordance-based explanation layer model in the UTAUT2 mechanism, SPV affordances activate the UTAUT2 construct, which then manifests in IDP and DCI (Venkatesh et al., 2012). The results of the mediation test on hypothesis 4 (H4) formalize the flow of SPV → IDP → DCI affordances in MSMEs, showing that SPV affordances not only lead to instant action (imitation of viral content), but also structure the deliberative stages according to Rogers’ five IDP stages. This finding confirms that IDP plays an important but not sole role; platform affordances also enable adoption that passes through several IDP deliberative stages.

This study enriches the literature on innovation diffusion and technology affordances by formalizing the SPV affordances → Innovation Decision Process (IDP) → Digital Communication Innovation (DCI) practices pathway in the context of MSMEs. We show that the characteristics of short video platforms (SPVs) drive MSMEs’ digital communication innovation through two mechanisms: (1) a cognitive-processual pathway mediated by the Innovation-Decision Process (IDP) stages, and (2) a direct pathway where platform affordances facilitate rapid practical innovation (e.g., viral format imitation, content experimentation). The partial mediation results (indirect = 0.285; mediation proportion ≈ 38.1%) confirm that IDP plays a significant but not sole role. Platform affordances also enable adoption that bypasses multiple deliberative stages of IDP. These findings advance the understanding of how the material features of algorithmic platforms alter the adoption dynamics and practices of innovative communication in the MSME sector.