MOBILE SHORT VIDEO MARKETING: UNRAVELING ITS INFLUENCE ON PURCHASE INTENTIONS

Authors

  • Jingwei Li School of Management, Guangzhou Huashang College, Guangzhou, China
  • Yingying Chen School of Management, Guangzhou Huashang College, Guangzhou, China

Keywords:

mobile short video, content marketing, consumer behavior, China, short video platforms

Abstract

The rapid growth of mobile short video users in China is reshaping content marketing strategies for businesses and enterprises. With over 1 billion mobile short video users as of December 2022, accounting for 94.8% of the total Internet users, short video platforms have become a prominent channel for marketing and promotion. This paper reviews the evolving landscape of mobile short video content marketing and its effects on consumer behavior

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Published

2024-06-04

Issue

Vol. 11 No. 2 (2023)

Section

Articles