An Research On The Influencing Factors Of Douyin Short Video Ads Effects

Since the rise of short video industry in 2016,short video advertising has gradually become one of the most popular new forms of advertising.Different from traditional online video advertisements,short video advertisements are more in line with the fragmented content consumption habits in the era of mobile internet,based on their platform's strong social attributes,low creation threshold,short and concise,and convenient scenes.As far as the current mass mixed short video advertising market is concerned,how to achieve good advertising results has become the most concerned issue for advertisers and short video media platforms.Based on this background,this study takes the most representative music short video app in China as an example,and conducts an empirical study on the influencing factors of short video advertising effect.By sorting out the literature on the influencing factors of short video advertising,the author selected eight variables from the dimensions of media,advertising and consumers to measure the effect of short video advertising consisting of advertising cognition,advertising attitude and purchase intention,and set up a measurement model of short video advertising effect which belongs to this study.Through the analysis of sample data,this study finds that consumer participation,push precision,perceived aggression and advertising content attributes including advertising characters,advertising language and advertising pictures have a significant impact on jitter short video advertising,while media factors have little impact on it.Research conclusions and highly self-conscious consumer attributes,social media environment,jitter The actual situation such as the characteristics of the sound platform is relatively consistent.Based on the research results,the author puts forward some suggestions for short video media and enterprises from five aspects: content production,accurate push,stimulating consumers to participate in interaction,avoiding the risk of consumers' perceived aggression,and the choice of advertising media platform,with a view to promoting the stable,healthy and orderly development of short video advertising with tremolo as an example.