Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Proceedings of the 2nd International Conference on Management Research and Economic Development

Series Vol. 88 , 10 June 2024


Open Access | Article

Analysis of Short Video Marketing and Consumer Purchase Intention

Taiyu Lin * 1
1 College for creative studies Jilin Institute of Architecture and Technology

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 88, 99-104
Published 10 June 2024. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Taiyu Lin. Analysis of Short Video Marketing and Consumer Purchase Intention. AEMPS (2024) Vol. 88: 99-104. DOI: 10.54254/2754-1169/88/20241035.

Abstract

Short videos have emerged as a crucial marketing tool for numerous firms to captivate consumers. This study aims to explore the influence of short video marketing on consumers' purchase intention. This paper initially examines previous studies and explores the current comprehension and theoretical structure of short video marketing's impact on customers' purchase intention. Through the examination of past research findings, we can gain a more comprehensive understanding of the function and impact of short video marketing in current research analysis to collect and analyze consumers' perspectives and purchasing intentions regarding short video marketing. This study examines the influence of short video marketing on consumers' desire to purchase by analyzing the collected data. The analysis results will provide empirical evidence on the impact of short video marketing, enhancing the comprehension of the role of short video marketing in consumers' purchase decision-making.

Keywords

Short Video Marketing, Consumer Purchase Intention, emotional resonance

References

1. Li Lifang. Analysis of the influence of short video advertisements on consumers' purchase intention [J]. Modern Information, 2020(06): 142-144.

2. Sun Na, Zhang Zhijun. Research on the influence of commodity promotion on consumers' purchase intention under the new situation based on short videos [J]. Shopping Mall Modernization, 2019(08): 221-223.

3. Jin Jingjing. Study on the influence of short video advertisements on consumers' purchase decisions [J]. Times Economic and Trade Guide, 2020(07): 234-235.

4. Wang Xiaozhi, High Credit. An Empirical Study on the Influence of Short Video Advertising on Consumers' Purchase Intention [J]. Information Age, 2020(10): 169-170.

5. Li Jia, Zhao Qianyu. Study on the influence of short video advertisements on college students' purchase decisions [J]. Mass Media Research, 2020(05): 129-131.

6. Liu Huan, Li Yunfeng. An empirical study on the influence of short video advertisements on consumers' purchase intention [J]. Northeast Business Research, 2019(03): 117-118.

7. Chen Ning, Li Yubing. Research on the influence of short video advertisements on consumers' purchase intention [J]. International Business, 2019(08): 158-159.

8. Zhang Tingting. An empirical study on the influence of short video advertisements on consumers' buying behavior [J]. Theoretical Guide, 2018(18): 184-186.

9. Christodoulides, G., Jevons, C., & Bonhomme, J. (2018). What is influencer marketing and how does it target children? A review and direction for future research. Frontiers in Psychology, 9, Article 1354.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 2nd International Conference on Management Research and Economic Development
ISBN (Print)
978-1-83558-471-2
ISBN (Online)
978-1-83558-472-9
Published Date
10 June 2024
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/88/20241035
Copyright
10 June 2024
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated