In today’s time, videos have become shorter and shorter, leading to an inverse reaction and revealing them to be more effective and liked by viewers and advertisers. This trend resulted in the concept of short video marketing coming to the surface.
Authors Yani Xiao, Lan Wang, and Ping Wang, each having an extensive business background with relations to international business or management, studied the understanding and trends of short video marketing and just how purchase intentions varied.
Researchers defined short video marketing as a video that is produced at a low cost but has a vivid and adaptable style that can keep up with fast-paced nature. Usually, the video is under five minutes long and also has the following characteristics: form fragmentation, distribution personalization, and content decentralization.
When it comes to the buying intention of the customer in reaction to the videos, one researcher devised a model he felt portrayed the process well. The sequence included problem recognition, information search, evaluation of alternatives, purchase action, and lastly post-purchase evaluation. This process was broken down further by another model that included each of the steps being based on the attitude that is affected. Two theories being the selective exposure and weak ties theory are also evaluated by other professionals both of which are taken into consideration in relation to consumer buying decisions.
With consumer buying having so many influential factors, an overall research model is presented that incorporates the main idea from all proposed data. These include multiple variables including; perceived usefulness, playfulness, and the involvement of influencers.
This resulted in the author stating, “more companies are beginning to dig into… short video era,” and concluding that three factors impacted consumers’ buying decisions positively. The first is that influencers hold a major role in short video marketing. The second is that enterprises need to guarantee their entertainment experience in short video marketing. Third and last, all designs of short videos should be optimized to make sure they are effective and current.
Read the full text here: https://dx.doi.org/10.2991/mmetss-19.2019.82
Xiao, Y., Wang, L., & Wang, P. (2019, October). Research on the influence of content features of short video marketing on consumer purchase intentions. In 4th International Conference on Modern Management, Education Technology and Social Science (MMETSS 2019) (pp. 415-422). Atlantis Press.