Content Marketing Of Electronic Brands On Short Video Platforms Research On The Influence Of Purchase Intention

In recent years,the upgrading of China’s technology industry has accelerated,computers and mobile networks have entered the home,new media has developed rapidly,and popular media forms such as short videos have emerged.The post-95s group was born and raised in such an era.Compared with other intergenerational groups,they are more familiar with and rely on the online world,and are more shrewd and assertive when dealing with "consumption":they emphasize brand personality and quality of life,It is accustomed to actively search for product information through new media channe Is such as short video platforms before consumption.When using new media,they advocate free communication and have their own content preferences.The Douyin report shows that compared with other intergenerational groups,post-95s are more keen to watch short videos of electronic products,and they will be the mainstream users of consumer electronics brands for a long time in the future.Therefore,many consumer electronics brands have gradually abandoned the previous one-way "push marketing",and turned to be active on the new media platforms that the post-95s are keen on,hoping to influence their consumption willingness and behavior through content creation.Therefore,in the process of mutual influence between electronic brands and post-95s,new media such as short video platforms are the bridges of communication,and content marketing is a tool for brands to build the minds of post-95s.Using the media content preferences and search habits of post-95s,brands can Content marketing subtly spreads brand value to the post-95 generation to build two-way links.However,it takes time for things to develop and mature.There are still some problems in the current short video content marketing of electronic brands:on the one hand,whether in the industry or in academia,the current development process of content marketing is still in its infancy,and there is a lack of communication to specific groups of objects.Research on effects and paths.On the other hand,although the number of related research on short videos has surged in the past two years,it still cannot play a targeted guiding role in the application of brand communication.Based on this,this study takes the post-95s as the main research object,and is supported by the three-stage model of customer behavior,the three-dimensional theory of brand relationship,and the theory of rational behavior.After the consumption behavior characteristics,the overall research ideas and structural framework were designed;then,through questionnaires,data collection,statistical analysis,etc.,this study verified the research hypotheses,and from the perspective of the brand itself,the current electronic The problems of brand short video content marketing are analyzed.Finally,according to the research conclusions,this study puts forward optimization suggestions for the content marketing strategy of electronic brands using short video platforms,in order to help electronic brands realize the maximum value of brand communication.There are three main conclusions in this paper.First,on the whole,short video content marketing is the driving factor for the post-95s generation to generate purchase intentions for electronic brands.Among them,functional content marketing,emotional content marketing,and interactive content marketing play a role in significant effect,and there is no obvious causal relationship between entertainment content and post-95 purchase intentions.Second,the influence of short video platforms can promote the purchase intention of electronic brands after 1995.Third,brand identity can play a certain mediating role in the influence of electronic brand short video content marketing on the post-95 generation.This effect mainly occurs in emotional content marketing,interactive content marketing,and the influence of short video platforms on the post-95 generation.In the influence path of electronic product purchase intention,functional content marketing and entertainment content marketing are invalid in the path of electronic product purchase intention after 1995.In addition,this study also found that the short video platform that the post-95s generation is most concerned about is Douyin Kuaishou,which is consistent with the overall short video users.Therefore,electronic brands should first focus on creating short video content with strong practicality,warmth and a sense of participation,because compared with short videos that are simply funny and have strong entertainment attributes,those created by electronic brands have actual value or Short videos that can arouse the emotions of consumers and call on consumers to participate in the interaction are more likely to stimulate the consumption desire of young people such as the post-95s generation.Secondly,electronic brands should pay attention to the communication technology advantages of Douyin and Kuaishou platforms to keep pace with the times.Finally,electronic brands should actively build emotional connections with young people,make good use of interaction and emotional guidance to meet the emotional needs and interactive experiences of the post-95s generation,so as to cultivate long-term consumer value.