The Effect of Short Video Content Marketing on Consumer Purchase Intention

Yuya Liu; Minghua Wang

doi:10.54097/fbem.v11i3.12934

Authors

Yuya Liu
Minghua Wang

DOI:

https://doi.org/10.54097/fbem.v11i3.12934

Keywords:

Short video content marketing; Purchase intention; Perceived value; Product involvement.

Abstract

Short video content marketing is increasingly popular nowadays. This study explores the impact mechanism of short video content marketing on consumer purchase intention. The results show that the two dimensions of content marketing, informative and entertaining content, significantly affect consumer purchase intention, and perceived value plays a partial mediating role in the impact of content marketing on purchase intention, while product engagement negatively regulates the impact of content marketing on perceived value.

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