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Short video marketing: what, when and how short-branded videos facilitate consumer engagement

Xuebing Dong (School of Management, Shanghai University, Shanghai, China)
Hong Liu (School of Management, Shanghai University, Shanghai, China)
Nannan Xi (Faculty of Management and Business, Tampere University, Tampere, Finland) (School of Technology and Innovations, University of Vaasa, Vaasa, Finland)
Junyun Liao (School of Management, Research Institute on Brand Innovation and Development of Guangzhou, Jinan University, Guangzhou, China)
Zhi Yang (Business School, Hunan University, Changsha, China)

Internet Research

ISSN: 1066-2243

Article publication date: 25 May 2023

Issue publication date: 21 May 2024

3764

Abstract

Purpose

This study explores whether and how four main factors of short-branded video content (content matching, information relevance, storytelling and emotionality) facilitate consumer engagement (likes, comments and shares), as well as the moderating effect of the release time (morning, afternoon and evening) in such relationships.

Design/methodology/approach

This study uses Python to write programs to crawl relevant data information, such as consumer engagement and short video release time. It combines coding methods to empirically analyze the impact of short-branded video content characteristics on consumer engagement. A total of 10,240 Weibo short videos (total duration: 238.645 h) from 122 well-known brands are utilized as research objects.

Findings

Empirical results show that the content characteristics of short videos significantly affected consumer engagement. Furthermore, the release time of videos significantly moderated the relationship between the emotionality of short videos and consumer engagement. Content released in the morning enhanced the positive impact of warmth, excitement and joy on consumer engagement, compared to that released in the afternoon.

Practical implications

The findings provide new insights for the dissemination of products and brand culture through short videos. The authors suggest that enterprises that use brand videos consider content matching, information relevance, storytelling and emotionality in their design.

Originality/value

From a broader perspective, this study constructs a new method for comprehensively evaluating short-branded video content, based on four dimensions (content matching, information relevance, storytelling and emotionality) and explores the value of these dimensions for creating social media marketing success, such as via consumer engagement.

Keywords

Acknowledgements

This project is supported by the National Natural Science Foundation of China (NSFC) (72272061; 71802097; 72072110); Major Program of National Fund of Philosophy and Social Science of China (18ZDA063); The Ministry of Education of Humanities and Social Science project (22YJC630077); Philosophy and Social Sciences Planning Program of Guangzhou (2021GZYB05 and 2022JDGJ06); Research Institute on Brand Innovation and Development of Guangzhou (2021CS05); Jinan University Management School Funding Program (GY21013); Institute for Enterprise Development, Jinan University, Guangdong Province (2021MYZD04 and 2020CP03), Liikesivistysrahasto (210301); KAUTE Foundation (20200531) and Academy of Finland (337653).

Citation

Dong, X., Liu, H., Xi, N., Liao, J. and Yang, Z. (2024), "Short video marketing: what, when and how short-branded videos facilitate consumer engagement", Internet Research, Vol. 34 No. 3, pp. 1104-1128. https://doi.org/10.1108/INTR-02-2022-0121

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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