Proceedings of the 2019 5th International Conference on Social Science and Higher Education (ICSSHE 2019)

Research on the Influence of Social Media Short Video Marketing on Consumer Brand Attitude

Authors
Gao-fu Liu, Peng-chao Gao, Yu-chun Li, Zhuo-ping Zhang
Corresponding Author
Peng-chao Gao
Available Online August 2019.
DOI
https://doi.org/10.2991/icsshe-19.2019.192How to use a DOI?
Keywords
Social Media Short Video Marketing, Consumer Brand Attitude, Brand Perception
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.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
2019 5th International Conference on Social Science and Higher Education (ICSSHE 2019)
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
August 2019
ISBN
978-94-6252-772-0
ISSN
2352-5398
DOI
https://doi.org/10.2991/icsshe-19.2019.192How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Gao-fu Liu
AU  - Peng-chao Gao
AU  - Yu-chun Li
AU  - Zhuo-ping Zhang
PY  - 2019/08
DA  - 2019/08
TI  - Research on the Influence of Social Media Short Video Marketing on Consumer Brand Attitude
BT  - 2019 5th International Conference on Social Science and Higher Education (ICSSHE 2019)
PB  - Atlantis Press
SP  - 433
EP  - 438
SN  - 2352-5398
UR  - https://doi.org/10.2991/icsshe-19.2019.192
DO  - https://doi.org/10.2991/icsshe-19.2019.192
ID  - Liu2019/08
ER  -