Effects of Short Video Marketing on Consumer Brand Attitude in Social Media, India
Published: 2023
Author(s) Name: R. Naveen Kumar, R. Pavithra, V. Ramadevi |
Author(s) Affiliation: KPR College of Arts Science and Research, Coimbatore, Tamil Nadu, India.
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Abstract
This study is to learn the lifestyle associated with the Internet features like brevity, high levels of enjoyment, simplicity of creation, and sharing, short videos have replaced network transmission as the new Internet changes impact in recent years. The present situation on marketing against social media is a great influence on how short videos are creating awareness among consumers in trends and such study is being learned in the academic circle. This research will outline the short video marketing results and how business getting affected by customer perception of brands. It deals into three categories: engaging content, scene-based experience, and user participation interactions. This study uses short video marketing, brand perception, and brand attitude on the following conditions as independent variables, mediating variables, and dependent variables.
Keywords: Brand Insights, Social Networking Sites, Short Videos, Brand Outlook
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