The Influence Of Short Video Marketing On Consumer's Brand Attitude In Phnom Penh Cambodia

In this present scenario,the increased of short video is leading to recognition as their influence marketing strategies toward social media for promoting their products and service.The video content has become the new fastest growth platform of social media due to short period of time,entertainment,easy production and information sharing.The current research is to investigate the factors impact of consumer brand attitude purchasing intention after watch short video content posting in social media.Specifically,the social media short video marketing will divide into three dimensions:scene-based experience,interesting content,and user participation interaction.As well the display of constructs a relationship model is also shown,with short video marketing as an independent variable,customer brand attitude as a dependent variable,and brand perception as a mediator variable.To conduct this researcher,the data collected from 150 questionnaires the selected by cluster sampling technique.Factor analysis is included exploratory and confirmatory.Finally,the study offers some useful theoretical and managerial implication for enterprises,advertisers and managers who works in this particular field.