THE IMPACT OF SHORT VIDEO MARKETING ON CONSUMER BEHAVIOR

Ural Federal University, School of Public Administration and Entrepreneurship, Yekaterinburg, Russia
Russian Federation

Ural Federal University, School of Public Administration and Entrepreneurship, Yekaterinburg, Russia


Abstract

This article examines the impact of short video marketing on consumer behavior. It discusses the rising popularity of short video platforms like TikTok and explores key features of short video marketing such as low costs, rapid dissemination, high interactivity, precise targeting, stronger communication effects, and multi-dimensional presentation methods. The article analyzes different forms of short video marketing including original plots, influencer recommendations, and product placements. It highlights factors influencing the effectiveness of short video marketing such as video content quality, brand image, and dissemination channels. The impacts on consumer purchase decisions, information acquisition, brand awareness, and post-purchase evaluations are also explored. Finally, the article provides marketing suggestions for small and medium enterprises to leverage short video marketing effectively.

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References


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