The Value Dimension Of Short Video Content And Its Impact On Consumer Social Media Engagement

The short video advertisement has entered the public view with the characteristics of short,frequency and fast propagation.Short video advertising has become the most popular carrier of information dissemination in this era.People have been accustomed to using short video to obtain information,understand products,and record themselves.Social platform short video advertising bring good experience for the user at the same time,also bring enterprise of high promotion value and economic value,no matter from the user's usage,the size of the market,the content of or advertising effect,quality of a short video ads are the length of the 2020 Internet industry,traffic,content,an important source of marketing effect.In the social media environment,viewers can create and spread information independently,and at the same time,they can selectively obtain the information or product information they need.The quality of content is increasingly valued by consumers.In short video platform,advertising content to attract and retain fans and expand influence has become part of social media to consider.Starting from the study of short video content characteristics,this paper combines the theories of marketing,consumer behavior,consumer psychology and advertising to explore the impact of short video content characteristics on consumers' social media engagement behavior.In this study,25 subjects were interviewed in depth and 304 questionnaires were collected.Qualitative research methods and empirical analysis methods were used respectively.The qualitative research method is used to conduct coding analysis and sentiment analysis on 25 interview text data,so as to explore the characteristics of short video content that affect consumers' social media engagement,and analyze the emotional tendency of the samples.Based on the existing literature research results and fully combined with the THEORETICAL model of SOR,the features of short video content are taken as independent variables.Independent variable short video content features are divided into functional value,entertainment value,experience value and interactive value.By introducing positive emotion as a mediating variable,the influence of short video content characteristics on consumers' social media engagement is verified.Using SPSS software for data,factor analysis,correlation analysis and regression analysis to study the proposed 13 hypothesis test,get the following conclusion: the short video content features the function value,experience value,interactive value were significantly positive influence on consumers' social media engagement,and positive emotions play a mediating role.The research content of this paper has important theoretical and practical significance.On the one hand,it enriches the research on the impact of short video content features on consumers' social media Engagement,and on the other hand,it provides a reference for marketers to promote their short video content marketing.On the basis of the data analysis conclusion,the author aimed at the short video content marketing staff has made the following proposals for optimization: pay attention to the function of short video content value,efforts to enhance the experience value of short video content,pay attention to enhancing the interactive value of short video content,arouse the consumers' positive emotion,improving the related enterprise accurate marketing level.