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How Story Plot Affect the Effect of Short Video Marketing

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E-Business. Digital Empowerment for an Intelligent Future (WHICEB 2023)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 481))

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Abstract

More and more enterprises promote their products by publishing short videos on social platforms, but not all short video marketing can achieve the expected results. There are many factors that affect the marketing effect. This study aims to explore how the narration of short video, especially the story plot, impress consumers to realize marketing goals, on the basis of Narrative Transportation Theory. In this study, 402 sample questionnaires were collected and the model was verified by structural equation model. The conclusion shows that the six factors affect advertising attitude and product attitude through narrative transportation. Finally, according to the conclusion, the corresponding suggestions for the creation of short video are provided.

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Acknowledgement

This research was supported by the Fundamental Research Funds for the Central Universities under Grant 2020JJ026.

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Authors and Affiliations

  1. International Business School, Beijing Foreign Studies University, Beijing, China

    Yanli Pei & Jianna Li

  2. Department of Finance and Management Science, University of Saskatchewan, Saskatoon, Canada

    Shan Wang

  3. Lazaridis School of Business and Economics, Wilfrid Laurier University, Waterloo, Canada

    Fang Wang

Authors
  1. Yanli Pei
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  2. Jianna Li
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  3. Shan Wang
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  4. Fang Wang
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Corresponding author

Correspondence to Yanli Pei .

Editor information

Editors and Affiliations

  1. University of Calgary, Calgary, AB, Canada

    Yiliu Tu

  2. China University of Geosciences, Wuhan, China

    Maomao Chi

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Pei, Y., Li, J., Wang, S., Wang, F. (2023). How Story Plot Affect the Effect of Short Video Marketing. In: Tu, Y., Chi, M. (eds) E-Business. Digital Empowerment for an Intelligent Future. WHICEB 2023. Lecture Notes in Business Information Processing, vol 481. Springer, Cham. https://doi.org/10.1007/978-3-031-32302-7_2

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  • DOI: https://doi.org/10.1007/978-3-031-32302-7_2

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-32301-0

  • Online ISBN: 978-3-031-32302-7

  • eBook Packages: Computer ScienceComputer Science (R0)

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