Research on the Influence of Social Media Short Video Marketing on Consumer Brand Attitude
- 10.2991/icsshe-19.2019.192How to use a DOI?
- Social Media Short Video Marketing, Consumer Brand Attitude, Brand Perception
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.
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
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 - Proceedings of the 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 - 10.2991/icsshe-19.2019.192 ID - Liu2019/08 ER -