THE IMPACT OF SHORT VIDEO CONTENT MARKETING ON CONSUMERS’ PURCHASING DECISIONS

Abstract

This study analyzes the impact of short video content marketing on consumer purchasing decisions. The samples were of 400 TikTok users in Xi'an, China. The questionnaire was administered to collect the data, adopting convenient sampling methods. Descriptive statistics and multiple regression were employed to analyze the data. The study found that the three short video marketing dimensions, product display, talent recommendation and user evaluation, significantly influence purchasing decisions of consumers by improving product awareness, increasing trust and providing purchasing reference. At the same time, cultural and social factors also have an important impact on the marketing effect, which suggests that the marketing strategy should consider the cultural characteristics of the target market. The research results provide a new perspective and data support for content marketing and consumer behavior research, helping enterprises and content creators to optimize their marketing strategies, more accurately meet consumer needs as well as design products and services that are suitable for their target customers.