Video Content Marketing of Intangible Cultural Heritage (ICH) Products Based on the SICAS Model

Abstract

At present, the cultural inheritance and marketization of intangible cultural heritage (ICH) products face challenges such as audience discontinuity and homogenized communication. The rise of short-video platforms has provided new opportunities for revitalizing ICH. Drawing on the SICAS user behavior model (Sense–Interest–Connect–Action–Share), this study employs a questionnaire survey and quantitative analysis. Using SPSS 26.0, sharing behavior data were collected from 300 users who had viewed ICH short videos to explore the mechanisms and optimization paths of short-video content marketing for ICH products. For the first time, this research integrates user behavior data with a communication path model to systematically validate the viral dissemination mechanism of ICH short-video marketing. It proposes a new theoretical framework in which experiential perception drives cultural value transfer, offering a quantitative analytical approach to the digital communication of ICH. The findings show that users’ perceptual experiences and interactive behaviors exert significant influence on information-sharing activities. Cultural perception of ICH short videos positively affects sharing behavior; the degree of interest-based interaction generates sustained motivational effects on sharing by fostering emotional resonance and knowledge-seeking incentives. Furthermore, the strength of social connections and the efficiency of action conversion jointly form a dual-core driving model for sharing intention: online community interactions enhance a sense of belonging that reinforces willingness to disseminate, while offline practical engagement strengthens proactive dissemination through behavioral commitment. This study provides a theoretical framework for ICH digital communication and offers data-driven strategic support for content marketing practices.