Year: 2019
Type: conference-paper
Study design: Observational Study
Abstract: In recent years, short video has become the new darling of the Internet after network broadcast by virtue of its characteristics such as short time, high degree of entertainment, easy production and sharing.In this context, how to effectively use social media short video for marketing has become a hot topic in academic circles.This paper will take social media short video as the main research object to explore the impact of enterprises' use of social media short video marketing on consumers' brand attitude.Specifically, this paper divides social media short video marketing into three dimensions: interesting content, scene-based experience and user participation interaction, and constructs a relationship model with short video marketing as an independent variable, brand perception as a mediator variable, and brand attitude as a dependent variable.SPSS24.0 was used to analyze the data collected from 363 questionnaires, and the following conclusions were drawn: interesting content, scene-based experience, and user participation and interaction have a positive impact on brand attitude; Brand perception plays a part of intermediary role between short video marketing and brand attitude.This paper has guided significance for enterprises to use short video marketing to build brand.
Authors: Gao-fu Liu, Peng-chao Gao, Yu-chun Li, Zhuo-ping Zhang
Institution: Jiangxi Normal University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W2973045783