Short Video Creators' Influence On Consumer Luxury Brand Perceptions And Intentions

With the rapid development of mobile internet technology,short video as a new social media provides users with a more vivid social model,as well as a more challenging stage for brand marketers.The headwinds of the past two years have led luxury brands to focus more on china,stepping into the new world of short-video marketing to broaden their youth base,boost brand power and amass mass assets.Based on the relationship between short video blogger and audience,this paper proposes a model to study the influence of short video blogger's characteristics on social interaction and the influence of quasi-social interaction on luxury brand cognition and luxury brand willingness.Based on secondhand data and literature review,this paper analyzes the current situation of luxury goods market and short video industry in China,and defines the definition of luxury goods,short video and short video bloggers in this study.Based on literature review,in-depth interviews and expert discussions,the scope of this short video blogger feature is determined.According to the quasi-social interaction theory,the relationship between the variables is determined,the theoretical model of the impact of short video blogger on the audience's luxury brand cognition and purchase intention is constructed and hypotheses,questionnaires are designed,improved scales are collected through pre-investigation,data are analyzed,models are validated and hypotheses are tested.Through additional control experiments among three brands,it was confirmed that watching short videos had a significant impact on the audience's awareness and willingness to purchase luxury brands,and increased the universality of the study.Taking the P brand as a case,the O-5A model is introduced,and combined with the current marketing situation and the research results,the optimization suggestion is provided for the short video marketing strategy.The main findings are as follows:(1)China Luxury Market and Short Video IndustryThrough the collection of literature and second-hand data,this paper analyzes the growth of the luxury goods market in China during the epidemic era and summarizes four major trends.This paper analyzes the relationship between brand,short video platform,short video blogger and user.Analyze the marketing advantages of the short video industry.(2)Theoretical Model Construction with Quasi-Social Interaction as Mediating VariantIn this paper,the model framework of quasi-social interaction is built,and the relationship structure of each variable is determined according to the quasi-social interaction theory.Among them,the predictive variables of quasi-social interaction were the characteristics of short video bloggers,and the result variables were brand awareness and willingness to buy.Through in-depth interviews and expert discussions,the author establishes the characteristic range of short video blogger,constructs the structural equation model of the impact of short video blogger on audience's luxury brand cognition and purchase intention,and puts forward some hypotheses.A total of 388 questionnaires were collected based on four dimensions of the model: short video blogger features,quasi-social interactions,brand awareness,and willingness to buy.(3)Model Hypothesis Validation and Research Results DiscussionUsing SPSS 23.0,the questionnaire data were analyzed,and the following results were validated by statistical analysis: 1.Translational improvements were made to the scale items through pre-survey and expert discussions.The revised scale included 39 dimensions of credibility,similarity,physical attractiveness,quasi-social interaction,brand luxury perception,brand awareness,and willingness to buy.The similarity and external attractiveness of short video bloggers had a significant positive effect on social interaction,of which the similarity was the most significant and the credibility had a positive but not significant effect.Quasi-social interaction has a significant positive effect on luxury brand perception and brand perception.Brand luxury cognition has negative influence on purchase intention but not significant,and brand cognition has significant positive influence on purchase intention.Quasi-social interaction mediates credibility,similarity and physical attractiveness on the one hand,and brand cognition on the other.Watching short videos had a significant positive impact on luxury brand awareness and willingness to buy.(4)Case Brands Short Video Marketing Strategy Optimization RecommendationsTaking the P brand as a case study,this paper analyzes its development process,management status and offline marketing cases in the last two years,and introduces the O-5A model to evaluate the population asset operation status.Combining with the results of this study,some suggestions are put forward from two aspects: traffic source optimization and short video marketing cycle optimization.