Research On The Impact Of Short Video Platform Social Responsibility On User Loyalty

The core competitiveness of the development of short video platform is the users.The lack of users' support will seriously endanger the long-term development of enterprises.Only by grasping the needs of users and taking corresponding responsibilities can we maintain the development vitality for a long time.However,due to the contradiction between the decline of short video value and the growth of audience demand,the issue of "short video platform social responsibility" has gradually become a hot spot in the future research of short video industry.It is of great significance for the long-term and healthy development of short video platform to effectively enhance the social responsibility of short video platform and cultivate the loyalty of users.This paper focuses on the impact of short video platform's social responsibility on user loyalty,including three parts:(1)Establish short video platform's social responsibility evaluation system,determine the index weight,analyze the application of evaluation system and evaluation structure.(2)The design of the impact model of short video platform's social responsibility on user loyalty,including model data research,that is,the impact of social responsibility,the relationship between user perception and user loyalty,as well as the construction of analysis model,making assumptions,and measuring scale.(3)Through data analysis,this paper measures the influence of each dimension variable of social responsibility of short video platform on user loyalty in different degrees and levels.Through correlation analysis and linear regression analysis,it is found that each dimension of social responsibility of short video platform has a strong correlation with user loyalty,among which information dissemination responsibility,public opinion supervision and guidance responsibility,entertainment responsibility and other factors have a significant positive impact on user loyalty.Actively practicing the social responsibility of short video platform can enhance users' willingness to use,Enhance customer loyalty.Through the practice of social responsibility,the platform can gain positive feedback from the market,and achieve the balance of enterprise benefits and social benefits.At the same time,short video platform operators should pay more attention to fulfill their social responsibility and realize self-discipline,so as to maximize the practical value of fulfilling their social responsibility.