Content Marketing Strategy and User Behavior Analysis of Short Video and Live E-commerce
DOI:
https://doi.org/10.54097/356sta79Keywords:
Short video marketing, Live e-commerce, User behavior modeling, Content strategyAbstract
In this paper, a three-stage content marketing model of "attraction-conversion-repurchase" is constructed, integrating scenario-based content construction, KOL/KOC synergy mechanism, real-time interaction and personalized recommendation strategy. The model is based on user behavior path and content response mechanism, combined with collaborative filtering and behavior scoring technology. The experiment selects the cross-platform marketing data of a national beauty brand in Shake, Taobao live and Xiaohongshu platforms for validation. The results show that the click-through rate in the Shake Shine attraction phase is 8.9%, the conversion rate of Taobao live broadcast reaches 9.6%, and the repurchase rate of Xiaohongshu reaches 26.5%, and the overall ROI is over 35% higher than that of traditional single-platform strategy, which verifies the validity and adaptability of the model in a multi-platform environment.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
