The Influence Of Short Video Content Marketing On Brand Behavior

With the development of the Internet and social media,consumers have changed their information acquisition habits from passively accepting marketing information from merchants to actively searching for it.Content marketing is more popular by providing consumers with valuable information and encouraging them to actively search for product information than traditional marketing’s blunt advertising placement.As a popular information transmission medium,short video occupies a large amount of fragmented time due to its features of convenience,rich information and in line with the current users’ habit of viewing videos quickly.Therefore,enterprises begin to consider the combination of short video and content marketing to improve the marketing effect through short video content marketing.Based on the existing research results,based on SOR theory and media richness theory,based on the fine processing possibility model,through in-depth interviews,questionnaires and statistical analysis,this paper studies the impact of content types and forms of short video content marketing on consumer brand behavior,and respectively from two perspectives of content types and forms.Taking brand identity as the mediating variable and product involvement degree as the moderating variable,the influences of different dimensions of short video content marketing on brand identity under different product involvement degrees were discussed.Study 1 found that functional content,entertainment content and emotional content of content types all have a positive impact on consumers’ brand identity,brand identity plays an intermediary role in the influence of functional content,entertainment content and emotional content on brand behavior,and product involvement plays a moderating role in the influence of functional content,entertainment content and emotional content on brand identity.Compared with functional content,entertainment content and emotional content have a more significant impact on brand identity under the moderating effect of product involvement.The second study found that dialogue,storytelling and customer participation in the form of content all have positive effects on brand identity.Brand identity plays an intermediary role in the influence of dialogue,storytelling and customer participation on brand behavior.Product involvement plays a moderating role in the influence of dialogue,storytelling and customer participation on brand identity.Story telling and customer involvement have more significant influence on brand identity under the moderating effect of product involvement.Finally,based on the research conclusions,this paper puts forward marketing suggestions for enterprises to develop short video content marketing,and looks forward to the direction of future research,in order to provide reference for relevant enterprises to use short video content marketing to promote consumers’ brand purchase and brand sharing behavior.