Influence of Social Media Short Video Marketing on Consumer Brand Attitude

Fengjuan Zhang; Bendalyn M. Landicho

doi:10.54097/p89n2s07

Authors

Fengjuan Zhang
Bendalyn M. Landicho

DOI:

https://doi.org/10.54097/p89n2s07

Keywords:

Short video marketing, Interesting content, Scenario-based experience, User participation interaction, Brand attitude, Brand perception

Abstract

More and more people favor short videos due to their short duration, high entertainment value, ease of production and sharing, increased network speed, and coverage of mobile terminals. Short video marketing has become the primary marketing tool for businesses owning to their strong interaction, high promotion efficiency, low cost of marketing, and positive user experience. In this context, optimizing the effectiveness of short videos for marketing has gained a lot of attention. Specifically, this study examined the influence of social media short video marketing on consumer brand attitude. This study employed three independent variables, one intermediate variable, and one dependent variable, totaling five variables. The three aspects of short video marketing—interesting content, scenario-based experiences, and user participation were also assessed. The dependent variable is brand attitude, while the mediator is brand perception. 385 people who used short videos from Beijing participated in this study. After analyzing with SPSS, the study revealed that interesting content, scene-based experiences, user participation, and interaction positively affect brand attitude. Likewise, brand perception acts as an intermediary between short video marketing and brand attitude.

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