The Effects of Short Video Marketing on Consumer’s Purchase Intention – A Case of Florasis Corporation, Ltd

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Title: The Effects of Short Video Marketing on Consumer’s Purchase Intention – A Case of Florasis Corporation, Ltd
Author: Zhao Jingnan
Advisor: Dr. Zhang Li
Degree: International Business Management
Major: Master of Business Administration
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Url:
Published:
Journal of Wisdom Political Science
PDF
Journal of Wisdom Political Science and Multidisciplinary Sciences Vol. 6 No. 3 (2023): May – June 2023, pp.1-15.

Abstract

With the development of the internet and smartphones, short videos have become a popular product in today’s society. This paper aims to study the effects of short video marketing on consumers’ purchase intention. The objectives of this paper are: 1) to investigate the dissemination of short video marketing, and whether short video marketing has positive effects on consumers’ perceived value; 2) to analyze whether purchase intention has positive effects on purchase intention; 3) to provide effective suggestions for Florasis Corporation and other enterprises on short video marketing strategies.

This paper uses quantitative research methods, based on the S-O-R theory and the ELM theory model, introducing the perceived value variable to study the effects of short video content marketing on purchase intention. A total of 330 valid questionnaires are be collected through a survey questionnaire. This paper makes conclusions through data analysis that: short video marketing with the content of three dimensions, namely functional content, entertainment content, and emotional content, have a positive effect on perceived value, and perceived value has a positive effects on consumers’ purchase intention. Based on the conclusions, this paper proposes the following management suggestions for enterprises: 1) comply with the trend of the times and pay attention to the content selection of short videos; 2) Adopt reasonable marketing measures targeting different consumer groups; 3) Pay attention to consumers’ perception of transformation

Keywords: : short video marketing, content marketing, perceived value, purchase intention.


The Effects of Short Video Marketing on Consumer’s Purchase Intention – A Case of Florasis Corporation, Ltd

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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