The Influence of Short Video Marketing on Consumer Brand Attitudes under New Media Environment

Jiali Chen

doi:10.54254/2753-7064/45/20240093

Research Article

Open access

Published on 27 September 2024

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Chen,J. (2024). The Influence of Short Video Marketing on Consumer Brand Attitudes under New Media Environment. Communications in Humanities Research,45,187-192.

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The Influence of Short Video Marketing on Consumer Brand Attitudes under New Media Environment

Jiali Chen *^,1,

¹ Michigan State University

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2753-7064/45/20240093

Abstract

With the development of the Internet, it has become a convenient shopping platform for consumers. In the ear of new media and big data, the short video market has gradually become the mainstream trend of society. The research theme of this paper aims to explore the influence of short video marketing on consumer brand attitude in the context of new media. Specifically, it will analyze how factors such as content creativity and brand loyalty influence consumers’ perceptions and attitudes toward brands through short video marketing. In this paper, the influence of short video on brand perception and consumer brand attitude is studied. The author investigates how high quality content, user engagement and brand loyalty increase consumer brand attitude. Besides, this study aims to optimize short video marketing strategies, enhance brand influence, and analyze the impact of brand loyalty on consumers’ purchasing power. Overall, this study contributes to theoretical research by enriching readers’ understanding of new media marketing strategies while providing practical insights for consumers.

Keywords

Brand Attitude, New Media, Short Video, Economy, Consumer

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References

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Cite this article

Chen,J. (2024). The Influence of Short Video Marketing on Consumer Brand Attitudes under New Media Environment. Communications in Humanities Research,45,187-192.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 3rd International Conference on Art, Design and Social Sciences

Conference website: https://www.icadss.org/

ISBN：978-1-83558-607-5(Print) / 978-1-83558-608-2(Online)

Conference date: 18 October 2024

Editor：Enrique Mallen

Series: Communications in Humanities Research

Volume number: Vol.45

ISSN：2753-7064(Print) / 2753-7072(Online)

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