MOBILE SHORT VIDEO MARKETING: UNRAVELING ITS INFLUENCE ON PURCHASE INTENTIONS
Authors: Li Jingwei, Chen Yingying
Published: June 2024
Abstract
<p>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</p>
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