Research on the Influence of Content Features of Short Video Marketing on Consumer purchase intentions

Xiao, Yani; Wang, Lan; Wang, Ping

doi:10.2991/mmetss-19.2019.82

Cited by 41 publications

(30 citation statements)

References 1 publication

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“…To compare: consumers having the brand awareness orientation perceive the brand as a symbol of credibility and prestige, whereas those with value awareness usually check and compare the prices and quality of different brands through social media to ensure a best-value purchase [11]. To this end, many companies employ social media in carrying out low-cost and high-efficiency marketing activities for consumers [7,12]. Social media is a marketing tool wielded for four primary purposes: market research and feedback; brand promotion and reputation management; customer service and customer relationship management; and business network [13,14].…”

Section: Introductionmentioning

confidence: 99%

Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach

et al. 2022

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Social media has changed the marketing phenomenon, as firms use social media to inform, impress, and retain the existing consumers. Social media marketing empowers business firms to generate perceived brand equity activities and build the notion among consumers to continue using the firms’ products and services. The current exploratory study aimed to examine the effects of social media marketing activities on brand equity (brand awareness and brand image) and repurchase intention of high-tech products among Chinese consumers. The study used a cross-sectional design, and the final analysis was performed on 477 valid responses that were collected through an online survey. Partial least squares structural equation modelling (PLS-SEM) and artificial neural network (ANN) analysis were performed. The obtained results revealed positive and significant effects of trendiness, interaction, and word of mouth on brand awareness. Customisation, trendiness, interaction, and word of mouth were found to positively affect brand image. Brand awareness and brand image were found to affect repurchase intention. The results of multilayer ANN analysis suggested trendiness as the most notable factor in developing brand awareness and brand image. Brand awareness was found to be an influential factor that nurtures repurchase intention. The study’s results confirmed the relevance of social media marketing activities in predicting brand equity and brand loyalty by repurchase intention. Marketing professionals need to concentrate on entertainment and customisation aspects of social media marketing that can help to achieve brand awareness and image. The limitations of study and future research opportunities are presented at the end of this article.

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Section: Introductionmentioning

confidence: 99%

Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach

et al. 2022

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“…The short-term increase in openness to seeking treatment, which our follow-up data show can be repeated, creates a timelimited window of opportunity to connect essential workers with mental health services. Short video marketing research 32 shows that video platforms that introduce an actionable function to focus the desired intention change (e.g. a linkable shopping cart on commercial advertisements) have significantly increased efficacy compared with identical videos lacking this function.…”

Section: Discussionmentioning

confidence: 99%

Destigmatising mental health treatment and increasing openness to seeking treatment: randomised controlled trial of brief video interventions

et al. 2022

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BackgroundDespite an elevated risk of psychopathology stemming from COVID-19-related stress, many essential workers stigmatise and avoid psychiatric care. This randomised controlled trial was designed to compare five versions of a social-contact-based brief video intervention for essential workers, differing by protagonist gender and race/ethnicity. AimsWe examined intervention efficacy on treatment-related stigma ('stigma') and openness to seeking treatment ('openness'), especially among workers who had not received prior mental healthcare. We assessed effectiveness and whether viewer/ protagonist demographic concordance heightened effectiveness. MethodEssential workers (N = 2734) randomly viewed a control video or brief video of an actor portraying an essential worker describing hardships, COVID-related anxiety and depression, and psychotherapy benefits. Five video versions (Black/Latinx/White and male/female) followed an identical 3 min script. Half the intervention group participants rewatched their video 14 days later. Stigma and openness were assessed at baseline, post-intervention, and at 14-and 30-day follow-ups. Trial registration: NCT04964570. ResultsAll video intervention groups reported immediately decreased stigma (P < 0.0001; Cohen's d = 0.10) and increased openness (P < 0.0001; d = 0.23). The initial increase in openness was largely maintained in the repeated-video group at day 14 (P < 0.0001; d = 0.18), particularly among viewers without history of psychiatric treatment (P < 0.0001; d = 0.32). Increases were not sustained at follow-up. Female participants viewing a female protagonist and Black participants viewing a Black protagonist demonstrated greater openness than other demographic pairings. ConclusionsBrief video-based interventions improved immediate stigma and openness. Greater effects among female and Black individuals viewing demographically matched protagonists emphasise the value of tailored interventions, especially for socially oppressed groups. This easily disseminated intervention may proactively increase care-seeking, encouraging treatment among workers in need. Future studies should examine intervention mechanisms and whether linking referrals to psychiatric services generates treatment-seeking.

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“…According to Autio (2020), when a young adult recognises a need that must be met, he or she seeks for information on the thing that will be purchased. As Xiao et al (2019) acknowledge, those short videos can help them understand and evaluate products in the process of purchasing decisions without exerting much effort. The results also showed that the products in the TikToker short videos drew the attention of the majority of the respondents.…”

Section: Findings and Discussionmentioning

confidence: 99%

The Impact of TikTok Toward the Daily Life of Young Adults in Kuala Lumpur, Malaysia

Hao¹,

Xuan²,

Chien³

2022

IJARBSS

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In Malaysia, young adults are more active on various social platforms, with TikTok being the most popular application software. In 2019, Malaysia has 4 million TikTok users, with 41 percent of creators and audiences being mostly young adults. Young adults are attempting to keep up with the trend, which is more focused on TikTok's short video content. This research is significant to the community since it investigates the vital impact Tik Tok plays as the most popular channel among them. This research may lead to a more in-depth analysis of TikTok as an educational platform in Malaysia by promoting the development of new paradigms. Quantitative method is implemented in this study. 100 young adults aged 15-26 are participated in answering the questionnaire to examine the impact of TikTok toward the daily life of young adults in Kuala Lumpur. According to the findings, Tik Tok plays a big role in affecting young adults' viewpoints, preferences, knowledge and buying behavior. TikTok can boost users' self-confidence, creativity, and social skills. TikTok also serves to motivate the users.

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Research on the Influence of Content Features of Short Video Marketing on Consumer purchase intentions

Cited by 41 publications

References 1 publication

Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach

Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach

Destigmatising mental health treatment and increasing openness to seeking treatment: randomised controlled trial of brief video interventions

The Impact of TikTok Toward the Daily Life of Young Adults in Kuala Lumpur, Malaysia

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