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Title:
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DOES IT WORK ON CONTENT MARKETING WITH SHORT-VIDEO IN CHINA? |
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Author(s):
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Chun-Chi Chen |
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ISBN:
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978-989-8704-53-5 |
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Editors:
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Paula Miranda and Pedro Isaías |
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Year:
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2023 |
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Edition:
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Single |
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Keywords:
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Short Video, Content Marketing, Psychological Distance, Brand Trust, Product Involvement |
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Type:
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Full |
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First Page:
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197 |
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Last Page:
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203 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The monthly active users of the short video industry were reached 905 million in China (Quest Mobile, 2022). In 2021, the average daily time for online audiences to watch short videos has been to 125 minutes (CNNIC, 2022). Even it, over 90% of audience remain rejects the marketing method of "short video + content marketing" used by enterprises (iResearch Consulting Group, 2022). Starting from the content dimension, what try to construct a theoretical model with effective explanation and generalization in this study. A total of 750 valid samples were obtained by questionnaire research method. AMOS v. 18 is used as an analysis tool for testing measurements and structural models. The test results are as follows: (a) Social interaction content positively and significantly affects psychological distance; (b) Self-actualization content positively and significantly affects psychological distance; (c) Psychological distance has a positive and significant impact on brand trust; (d) Brand trust has a positive and significant impact on purchase intention; (e) Product involvement has a negative and significant moderating effect between content marketing and purchase intention. Finally, this study points out the corresponding theoretical and managerial implications based on the data analysis results. |
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