Research on the Influence of Mobile Short Video Marketing on Consumers' Purchasing Behavior

Abstract

Thanks to the advantages of short time and strong entertainment, mobile short video has successfully entered people's field of vision and attracted a large quantity of fans. Enterprises and merchants gradually realize that mobile short video has great potential commercial value and innovate the short video marketing model. In the face of increasingly severe competition in the online market, e-commerce platforms and businesses have devoted themselves to optimizing product display pages, trying to enhance the consumer experience through more comprehensive, rapid and accurate product information display. The cooperation between these platforms and commercial enterprises has gradually deepened, which not only provides a good online channel for the marketing of merchant products, but also provides a lot of opportunities for the marketing realization of short videos. As the fastest growing form of content marketing in recent years, short video information display has become the main way of information dissemination except text description and picture display. This article analyzes the concept and characteristics of mobile short video marketing, discusses the influencing factors of consumers' buying behavior in the context of mobile short video marketing, and then explores the mobile short video marketing strategy driven by emerging media technology.