Proceedings of the 2022 International Conference on Comprehensive Art and Cultural Communication (CACC 2022)

Research on Short Video Marketing Model in the New Media Era

Authors
Wanshan Han1, *, whan3771@uni.sydney.edu.au
1School of Arts and Social Sciences, University of Sydney
Corresponding Author
Available Online 14 May 2022.
DOI
https://doi.org/10.2991/assehr.k.220502.041How to use a DOI?
Keywords
New media; TikTok; Short video marketing
Abstract

In the new media era, with the rapid development of mobile Internet technology and the high popularity of mobile terminal equipment, the marketing positions of various industries have also shifted. Short videos have quickly gained many mobile users by simplifying content production, fragmented dissemination, cross-platform dissemination, and intense interaction. Some brand merchants and users have seen the dividends brought by the development of short videos. They have entered the short video platform one after another, resulting in a new marketing model based on corporate marketing, online celebrity marketing, and user marketing. However, behind the short video marketing, there are also problems such as content homogeneity, irregular product source channels, and incomplete product features, which need to be solved urgently.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

Volume Title
Proceedings of the 2022 International Conference on Comprehensive Art and Cultural Communication (CACC 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
14 May 2022
ISBN
978-94-6239-576-3
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.220502.041How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Wanshan Han
PY  - 2022
DA  - 2022/05/14
TI  - Research on Short Video Marketing Model in the New Media Era
BT  - Proceedings of the 2022 International Conference on Comprehensive Art and Cultural Communication (CACC 2022)
PB  - Atlantis Press
SP  - 195
EP  - 198
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220502.041
DO  - https://doi.org/10.2991/assehr.k.220502.041
ID  - Han2022
ER  -