Author(s)

Ma Haitao ¹, Dhakir Abbas Ali ¹, Wangli Ping ²

Affiliation(s)

¹ Lincoln University College (LUC), Kelantan, Malaysia
² People's Daily Online, Beijing, China

Corresponding Author

Ma Haitao

ABSTRACT

In the process of the rapid development of the Internet, online shopping has gradually evolved into a key channel for People's Daily consumption, the share of B2C electronic commerce market is rising, and the competition between industries is becoming increasingly fierce. For short video marketing advertising, the key lies in how to effectively attract and retain users, improve users 'shopping enjoyment, and enhance consumers' purchase intention. Short video, in its intuitive and vivid form, effectively meets the communication needs of users, not only innovates people's leisure and entertainment mode, but also its market promotion potential is increasingly prominent. Due to its diverse content and abundant traffic, short video has been transformed from a simple entertainment application to a comprehensive platform carrying commodity trading and information promotion, breaking the traditional single way of information dissemination, and realizing the smooth connection between online and offline, which has become a key means of content marketing. Short videos are usually short and concise, in just minutes or even seconds, but they can carry a lot of information. Therefore, many businesses have tried to embed marketing advertising methods into short videos, and by enriching the video content, they can subtly influence consumers' ideas, stimulate the purchase intention, and finally promote the consumption behavior.

KEYWORDS

TikTok short video; marketing advertising; consumer; purchase intention

CITE THIS PAPER

Ma Haitao, Dhakir Abbas Ali, Wangli Ping, TikTok study on the impact of short video marketing advertising on consumer purchase intention. Information Systems and Economics (2024) Vol. 5: 186-191. DOI: http://dx.doi.org/10.23977/infse.2024.050224.

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