In the era of rapid development through the Internet, technology, demand and markets are constantly changing, and recently, many consumers mainly watch short videos on smartphone. Companies have been able to deliver information to users by effectively converging micro-videos with mobile terminal functions, quickly drawing attention from users within a short time. In particular, short video media such as TikTok and Kwai in China's Internet platform industry are showing rapid growth and have more than 700 million users. Therefore, this study aims to conduct an empirical analysis on the effectiveness of advertisements shown through TikTok for users of TikTok. In this research attempted to reveal the effect of advertisements inserted into short video apps, and as a leading factor, it was to confirm the influence of variables such as the attributes of advertisements and the attributes of online opinion readers. In addition, the role of user immersion as a mechanism in the influence of advertising attributes and online opinion reader attributes on advertising effects was examined together. In order to find out the factors affecting the short video advertising effect and to confirm whether the factors that can affect this effect have practical meaning, a survey was conducted on 135 TikTok users to verify the advertising effect. As a result of the study, four advertising attributes (entertainment, information, reliability, obstruction) that convey word of mouth messages and four characteristics (popularity, expertise, homogeneity, and agreement) were found to have a negative effect on advertising effects. As its characteristics partially influence the advertising effect (ad attitude, purchase intention) through immersion, studies approached through social media and opinion leader characteristics from the perspective of consumer attitudes have academic and practical implications.