International Journal of Research Studies in Management
CollabWritive Special Issue
2023 Volume 11 Issue 8
Available Online: 25 August 2023
Author/s:
Wang, Heyang
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
The purpose of this study is to develop a new marketing model for enterprises and provide new ideas for their market exploration and development. Firstly, this study determined the research scope of short video advertising from the perspectives of professionalism, product engagement, and interactivity; Elaborated on consumers’ emotional responses from three aspects: pleasure, arousal, and control. This article elaborates on consumer trust from the perspectives of honesty trust, ability trust, and kindness trust. Secondly, the study revealed significant differences in grouping by scene, as well as a significant relationship between short video advertising, emotional reactions, and consumer trust. High quality short video advertisements not only need to have a good professional team background, but also can fully demonstrate the attractiveness of the advertisement, attract consumers’ attention and interaction. When short video advertisements arouse consumers’ emotional pleasure and interest in related products, they will generate a desire to purchase, thereby promoting the sales of the product. In addition, high-quality product quality, safe and convenient trading methods, strong scientific research capabilities, corporate purpose of serving customers, and good corporate reputation can attract positive feedback and favor from consumers, which will promote consumer trust in the enterprise and contribute to product sales and good development. The results indicate that short video advertisements can elicit emotional reactions from consumers, and when this joyful emotion is generated, it will arouse consumers’ trust in the product, leading to purchasing behavior. This study reveals the relationship between short video advertising, emotional response, and consumer trust, providing reference and reference for constructing new marketing models.
Keywords: short video advertising, emotional response, consumer trust
DOI: https://doi.org/10.5861/ijrsm.2023.1096
Cite this article:
Wang, H. (2023). Short video advertising, emotional response and consumer trust: Input to enhance marketing strategies framework. International Journal of Research Studies in Management, 11(8), 51-61. https://doi.org/10.5861/ijrsm.2023.1096