Research On The Influence Of Short Video Advertising Content Features On Audiences' Sharing Intention

With the rise of short video,short video advertising is becoming the China's mainstream form of advertising in the mobile Internet era,and short video marketing is becoming the China's new brand marketing outlet.Different from the research on short video advertising communication strategies and advertising effects from the perspective of consumers,this article focuses on the short video advertising itself,based on the theoretical foundations of marketing,advertising,and consumer psychology.The content features of short video ads uploaded to mobile social platforms are explored in depth,hoping to find out the content features that drive consumers' willingness to share,while enriching the few domestic academic studies on short video ads.This article takes Douyin APP as the carrier of research objects,and uses short video advertisements released by corporate blue V accounts as research objects.A sample of 364 short video advertisements from 82 brands is selected as the research sample.The content analysis method is mainly used to build a mixed effect.The model explores the driving factors of viral transmission of short video ads with content characteristics as the main factor,and conducts regression analysis on emotional arousal factors.The research results in this article show that compared with information-focused and commercial-focused content,emotional-focused content in short video ads is more conducive to enhancing consumers' willingness to share;the practicality and promotion of advertising content are conducive to sharing advertising;advertising What is shown in it is that new products or services are beneficial to offset the detrimental effect of content exposition on the willingness to share;the emergence of brand information has a negative impact on consumers' willingness to share,but in contrast,the negative impact of brand information displayed in the middle of advertising is the weakest;the content of story-type advertisements helps to evoke positive discrete emotions,and the more use of story elements(plots,characters,and surprise)in advertisements helps the sharing and dissemination of advertisements.This article has conducted research and innovation in the following aspects: First,focus on highly shared and non-highly shared ads and the degree of sharing,and measure the willingness to share based on the actual sharing behavior,rather than focusing on the motivation for sharing;Secondly,39 advertising features that may affect sharing have been compiled to analyze the influencing factors and reasons that affect the sharing of short video ads,which is more than the number of features considered in most other studies,and added two adjustment variables of product risk and purchase risk.Investigate the effect on the willingness to share.Finally,the study of emotional awakening can specifically specify which specific emotional states are evoked by short video ads,which in turn triggers consumers to share short video ads.