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Research on the Influence of Social Media Short Video Marketing on Consumer Brand Attitude

机译：社会媒体短路营销对消费品牌态度影响的研究

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In recent years, short video has become the new darling of the Internet after network broadcast by virtue of its characteristics such as short time, high degree of entertainment, easy production and sharing. In this context, how to effectively use social media short video for marketing has become a hot topic in academic circles. This paper will take social media short video as the main research object to explore the impact of enterprises' use of social media short video marketing on consumers' brand attitude. Specifically, this paper divides social media short video marketing into three dimensions: interesting content, scene-based experience and user participation interaction, and constructs a relationship model with short video marketing as an independent variable, brand perception as a mediator variable, and brand attitude as a dependent variable. SPSS24.0 was used to analyze the data collected from 363 questionnaires, and the following conclusions were drawn: interesting content, scene-based experience, and user participation and interaction have a positive impact on brand attitude; Brand perception plays a part of intermediary role between short video marketing and brand attitude. This paper has guided significance for enterprises to use short video marketing to build brand.
机译：近年来，短视频已成为网络广播的新宠，通过其短时间，高度娱乐，易于生产和共享等特点。在这种情况下，如何有效地使用社交媒体短视营销已经成为学术界的热门话题。本文将采取社交媒体短视视频作为主要研究对象，探讨企业利用社会媒体的影响对消费者的品牌态度的影响。具体而言，本文将社交媒体简短视频营销分为三个维度：有趣的内容，基于现场的经验和用户参与互动，并构建了一种与短视频营销的关系模型作为一个独立的变量，品牌感知作为调解员变量，品牌态度作为从属变量。 SPSS24.0用于分析从363个问卷调查中收集的数据，并绘制以下结论：有趣的内容，现场的经验和用户参与和互动对品牌态度产生积极影响;品牌感知在短视频营销和品牌态度之间发挥了中介角色的一部分。本文对企业使用短视频营销来建立品牌的引导意义。

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