Short Video Content Marketing And User Participation Behavior

With the popularity of mobile devices and the continuous reduction of communication tariffs,people are becoming more and more dependent on mobile devices,while their attention to and demand for fragmented information is also increasing.Compared to traditional graphic forms of expression,short videos have been given the characteristics of thousands of people by artificial intelligence algorithms,making the user’s use of more diverse scenarios,but also to meet the personalised needs of the current users.As a result,short-form video content marketing has emerged,with the aim of acquiring target users by producing short-form video content that stimulates their emotional value,and ultimately inspires them to take action and achieve profitability.This study explores the mechanisms of short-form video content marketing on user engagement behaviour,which has some practical implications.At present,the academic research on short video content marketing mostly focuses on users’ purchase decision,while the research on the influence mechanism between it and users’ participation behavior needs to be further studied.Based on this,this paper explores the influence of short video content marketing on users’ interactive engagement behaviour,taking Jitterbug short videos as an example.Firstly,with the help of text mining technology,short video content is thematically clustered,and the types of content marketing are classified into informational content,entertainment content and emotional content from the user’s perspective.Secondly,SOR was used as the supporting theoretical basis for constructing the research model and hypothesis,and the hypothesis was analysed and verified by using SPSS25.0 and AMOS24 as data processing tools.Finally,the conclusions and recommendations of this paper are presented based on the results.The validation results lead to the following conclusions:(1)in the process of short-form video content marketing,informational content,entertainment content and emotional content all positively contribute to users’ interactive engagement behaviour;(2)in the process of short-form video content marketing,informational content,entertainment content and emotional content positively influence users’ perceived value;(3)perceived value in informational content,entertainment content and emotional content on(3)perceived value plays a mediating role in the influence of informational,entertainment and emotional content on users’interactive engagement behaviour.This study reveals that enterprises should expand short-form video marketing channels and attach importance to short-form video marketing tools;when formulating marketing strategies,they should take into account the actual situation of enterprises,improve information quality and user experience;enhance information interest and user immersion;pay attention to user emotion and perceived value,and promote users’ perceptual decision-making.