RESEARCH ON THE VALUE OF MOBILE SHORT-FORM VIDEO APPLICATIONS: A PERSPECTIVE OF CONSUMER PSYCHOLOGY
Mobile short-form video is loved and favored by more and more people due to its short, concise, and interesting content, and social and interactive features, attracting people from all walks of life to enter the field of short video creation. Moreover, the short-video social platform has also attracted users of all ages, including a large number of young people with purchasing desire and ability. The scale of mobile short video users is gradually increasing, which provides a new space for enterprises to carry out marketing activities. Today, many companies still regard mobile short video as a tool for rapid information dissemination, ignoring the role of interactive short video in marketing, and not paying attention to the increasingly important role of consumers in the marketing process. Because of its astonishing speed of communication and marketing effects, merchants/enterprises are eager to try. This paper focuses on the opportunities and challenges that short video social media brings to marketing activities from the perspective of consumer psychology. It also puts forward some effective short video marketing strategies to achieve the desired marketing objectives, provides reference and suggestions for short video industry and creators to carry out short video marketing, and improves its marketing effect to create a win-win situation between consumers, enterprises, and short video creators.
Short video marketing, Short Video (SV), Mobile short video (MSV), Consumer psychology