Download pdf
The Application of Short Video Marketing in Local Specialty Brands: The Case of Lumila Potato Chips
- 1 College of Information Engineering, Shanghai Ocean University, Shanghai, 136200, China
* Author to whom correspondence should be addressed.
Abstract
In the today’s digital era, the advent of short video marketing as a novel form of communication has emerged as a key strategy for augmenting brand impact and market competitiveness. With its fast-paced delivery, diverse content formats, and strong user engagement, it caters to the need for quick information and entertainment during fragmented time, making it a dominant approach for brand promotion. As such, this paper uses Lumila potato chips from Zhaotong, Yunnan, as a case study to explore the application of short video marketing in promoting local specialty brands. By analyzing key strategies like topic-driven marketing, the combination of creative content and entertainment elements, and online-offline integration, it reveals how short video marketing can break via the limitations of the regional market via innovative content and cultural integration, and significantly enhance the brand’s national awareness and market competitiveness. The results demonstrate that short video marketing effectively addresses challenges faced by local brands, such as limited reach and low recognition, providing valuable experience and support for digital marketing of local brands.
Keywords
short video marketing, local brands, cultural integration, Lumila, market competitiveness
[1]. Tang, M. W. (2022). Research on online short video marketing strategy of Perfect Diary. East China Normal University.
[2]. Chen, H., Ma, D., & Sharma, B. (2024). Short video marketing strategy: Evidence from successful entrepreneurs on TikTok. Journal of Research in Marketing and Entrepreneurship, 26(2), 257-278.
[3]. Xu, L. (2023). Research on digital marketing strategies for local brands based on big data. Old Brand Marketing, 3, 28-30.
[4]. Mehrabian, A. (1974). An approach to environmental psychology. Massachusetts Institute of Technology.
[5]. Lin, Y. J. (2022). Research on short video marketing strategies for domestic cosmetics brands. Shanghai Normal University. https://doi.org/10.27312/d.cnki.gshsu.2022.001531
[6]. Solomon, M. R. (2020). Consumer behavior: Buying, having, and being (12th ed.). Pearson.
[7]. Blattberg, R. C., & Deighton, J. (1991). Interactive marketing: Exploiting the age of addressability. Sloan Management Review, 33(1), 5-15.
[8]. Kartajaya, H., Kotler, P., & Hooi, D. H. (2019). Marketing 4.0: Moving from traditional to digital. In World Scientific Book Chapters (pp. 99-123).
[9]. Dhun, D., & Dangi, H. K. (2023). Influencer marketing: Role of influencer credibility and congruence on brand attitude and eWOM. Journal of Internet Commerce, 22(sup1), S28-S72.
[10]. Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
Cite this article
Sheng,H. (2025). The Application of Short Video Marketing in Local Specialty Brands: The Case of Lumila Potato Chips. Journal of Fintech and Business Analysis,2(1),34-38.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Journal：Journal of Fintech and Business Analysis
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).