Research on the Problems and Countermeasures of "Situational Marketing" on Short Video Platforms
Year: 2025
Type: article
Abstract: In the era of digital economy, short-video platforms have become an important frontier for scene-based marketing thanks to their massive user base. By constructing life scenarios to embed products naturally, this marketing model achieves a significantly higher conversion rate than traditional advertising. However, current scene-based marketing on short-video platforms is plagued by issues such as severe scene homogenization, escalating risks of user privacy leakage, and disconnection between marketing content and products, which hinder the industry's development. Addressing these problems, this paper proposes countermeasures from aspects like creating personalized scenarios, building privacy protection systems, and strengthening the relevance between content and products. It aims to provide references for improving marketing effectiveness, standardizing industry order, and promoting the healthy and sustainable development of scene-based marketing on short-video platforms.
Author: Shuya Hao
Institution: University of Arizona
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4413228047