A Critical Genre Analysis of Covert Advertising Through Short-Videos in <i>Douyin</i>: The Chinese Version of <i>Tik-Tok</i>

Li, Dongmei; Chow, Ung T’chiang; Mei, Cecilia Cheong Yin

doi:10.1177/21582440221134608

Cited by 7 publications

(4 citation statements)

References 57 publications

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“…The advent of Douyin has promoted the green advertising strategies, which has been widely accepted by customers. Therefore, the green advertising on Douyin is a natural driving force for consumers to purchase goods on this platform, while attracted and influenced by the various green advertisements [6]. From this point, it demonstrates that digital advertising dominates on Douyin and it has attracted a number of people to use this platform to buy goods and products in their everyday life.…”

Section: Literature Reviewmentioning

confidence: 95%

The Research on Fast-Moving Consumer Goods Promotion Strategies on the Chinese Short Video Platform Douyin

Xue

2023

CHR

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With the surging popularity of the short-video platform Douyin (also known as TikTok), a significant transformation is occurring in the realm of retail. Retailers are increasingly leveraging this platform to promote their fast-moving consumer goods through a range of effective strategies. The underlying importance of this research lies in its potential to facilitate the rapid promotion and substantial increase in sales volume of the fast-moving consumer goods. This study adopts a qualitative research approach, focusing on the utilization of renowned online celebrities to delve into this subject matter. The primary findings shed light on the tactics embraced by famous beauty and skincare online celebrities to captivate a larger customer base. Notable techniques include personally testing products, employing concise and lucid language in their content, and offering enticing rewards to customers. These strategies have proven to be considerably more efficient in promoting their consumer goods. In essence, this research serves as a valuable resource for retailers seeking insights into the effective strategies employed by online celebrities on Douyin. Furthermore, it holds the potential to inform marketing decisions for businesses and enhance the understanding of online celebrities on how to efficiently promote products within the realm of short-video platforms.

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Section: Literature Reviewmentioning

confidence: 95%

The Research on Fast-Moving Consumer Goods Promotion Strategies on the Chinese Short Video Platform Douyin

Xue

2023

CHR

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“…Short-video social media is becoming a major advertising tool in the digital age [3]. The analysis of factors influencing consumers' willingness to buy is carried out through cognitive mediation and affective cognitive theories [4].…”

Section: Factors Affecting Consumers' Willingness To Buymentioning

confidence: 99%

The Influence of Short Video Advertisements on Consumers' Purchase Intention

Dou¹,

Yue-ming²

2023

EHSS

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With the rapid development of the Internet and the rise of mobile short videos, advertisers have turned their attention to online video advertising. Short video advertisements attract more and more companies to carry out marketing activities through mobile short videos due to their interactive, vivid and mandatory features. Short video advertisements have become the best choice for more companies, so when using short video advertisements to push out content, they should be more aware of each consumer's different purchase intentions. This article investigates the impact of short-video advertisements on consumers' purchase intentions using affective cognitive theory and cognitive mediation theory. The study found that the magnitude of short video bandwagon offers is large enough to make consumers think of taking advantage of them. The odds of purchasing are increased because of supporting a favorite anchor. Watching the same advertisement for a long time will leave a deep impression and increase the chance of purchase. In the era of big data, the database analyzes consumers and pushes products with a high probability of purchase. Finally, the article also gives some recommendations for advertisers and short-form video software providers based on the research.

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“…This study aims to explore the genre of covert short video social media is becoming a major advertising tool in the digital age. Covert advertising is increasingly being used as a major strategy to effectively promote products [7,8]. Li and Xia found that social interaction attributes and media richness have a positive impact on ad effectiveness, including the number of likes, comments, caption length, music category, plot-based implantation methods, multi-character interactions, and male interactions.…”

Section: Literature Reviewmentioning

confidence: 99%

Research on the Impact of Graphic and Video Advertisements on Chinese Netizens in Chinese New Media

2023

CHR

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This study is about the research on the impact of graphic and video advertisements on Chinese netizens in Chinese new media. The method used in this study is survey, a questionnaire has been designed based on the study. The data of this survey shows the different forms of advertisement and the different responds of the participate. Its mainly about their motivations of consume and their preference of the type of the advertisements. Those lead to two conclusions: graphic ads and video ads has their own advantages and characteristics, while there are some influence and challenges on them. Advertising plays an important role in daily life and consumer-making, but action needs to be paid to the content and form of advertisements in order to improve their acceptance and influence. This paper analyzes the reasons and both good influence and bad influence according to these two conclusions, including the improvement approaches and the things need to maintain.

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A Critical Genre Analysis of Covert Advertising Through Short-Videos in Douyin: The Chinese Version of Tik-Tok

Cited by 7 publications

References 57 publications

The Research on Fast-Moving Consumer Goods Promotion Strategies on the Chinese Short Video Platform Douyin

The Research on Fast-Moving Consumer Goods Promotion Strategies on the Chinese Short Video Platform Douyin

The Influence of Short Video Advertisements on Consumers' Purchase Intention

Research on the Impact of Graphic and Video Advertisements on Chinese Netizens in Chinese New Media

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