Research on the Impact of Short Video Marketing on Consumer Purchase Intention
——Taking TikTok as an Example

Nan Zhang; Dr.

doi:10.18686/fm.v8i6.11717

Research on the Impact of Short Video Marketing on Consumer Purchase Intention ——Taking TikTok as an Example

Nan Zhang, Dr.

Abstract

The TikTok platform has the characteristics of high traffic, and its content also keeps up with the trend, attracting more attention
from young people. At the same time, the platform has high commercial value in the transformation of e-commerce, creating diversified de_x005fvelopment opportunities for industries such as clothing, food, digital, and cosmetics, and has received widespread attention in various fields.
At the same time, streaming live streaming, as a new form of e-commerce marketing, also encourages people to participate more in live
interaction and watching. From this, it can be seen that the TikTok marketing model has broken through various limitations and regulations,
and created a model suitable for one’s own business development in short video marketing. In order to gain a deeper understanding of the
short video marketing of the platform, this article will take TikTok as an example to analyze the operating mechanism of the platform and the
influencing factors of consumer purchase intention. Based on this, a marketing strategy suitable for the platform’s purchase intention will be
developed, aiming to increase the long-term benefits of TikTok’s short video platform.

Keywords

Short Video Marketing; TikTok; Consumer Purchase Intention

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References

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DOI: http://dx.doi.org/10.18686/fm.v8i6.11717

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