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Study on the Influence Mechanism of Content Marketing of Bullet Screen Video Websites on Consumer Brand Loyalty in Sichuan under the Community Economy

Qi Chen


With the development of science and technology, the world has entered a new information age. The innovative marketing methods of online advertising make traditional advertising more and more marginalized. Bullet screen advertising has undoubtedly made this Internet era a representative advertising and marketing model. It has the characteristics of comprehensive advertising coverage, strong pertinence, good concealment, and remarkable effect. This paper takes various online bullet screen video APPs as the research object and studies the influence of the bullet screen advertisement on the audience's purchase intention on the online video platform. This paper mainly analyzes the influencing factors of consumers' acceptance of brands in bullet screen advertisements, then combines the characteristics of screen video advertisements to establish a relationship model of three dimensions. They are bullet screen advertising marketing, consumer brand attitude, and consumer purchase intention. The three research objectives are; to analyze the influence of content marketing on the brand loyalty of bullet screen video websites under the social economy, to explore the influencing factors to consumer loyalty in Sichuan, and to provide suggestions for the sustainable development of content marketing for the development of consumer loyalty.


Content Marketing of Bullet Screen; Consumer Brand Loyalty; Community Economy

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Included Database


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DOI: http://dx.doi.org/10.18686/fm.v7i5.5964