摘 要
随着移动互联网的普及和用户碎片化时间的增加，短视频已成为品牌营销的重要渠道。本研究旨在探讨短视频内容创作对用户粘性的影响机制，并提出优化策略以提升营销效果。内容质量是影响用户粘性的核心因素，而情感共鸣和社会互动则分别通过增强用户参与度和社区归属感间接促进粘性提升。此外，研究发现个性化推荐算法在这一过程中起到了显著的调节作用。本研究的创新点在于首次将情感共鸣和社会互动纳入短视频营销框架，并验证了其在提升用户粘性中的重要作用。研究结果为品牌提供了明确的内容创作方向，即注重高质量内容输出的同时，应加强情感连接和社交属性的设计。这一结论不仅丰富了数字营销领域的理论体系，也为实践者提供了可操作的优化路径，具有重要的学术价值和应用意义。
关键词：短视频营销；用户粘性；内容质量；情感共鸣；社会互动
Content Creation and User Engagement Enhancement in Short-Video Marketing
英文人名
Directive teacher:×××
Abstract
With the popularity of mobile Internet and the increase of users' fragmented time, short videos have become an important channel for brand marketing. The purpose of this study is to explore the influence mechanism of short video content creation on user engagement and propose optimization strategies to improve marketing effectiveness. Content quality is the core factor affecting user engagement, while emotional resonance and social interaction indirectly contribute to engagement by enhancing user engagement and community belonging, respectively. In addition, it is found that personalized recommendation algorithm plays a significant moderating role in this process. The innovation of this study is that emotional resonance and social interaction are included in the short video marketing fr amework for the first time, and their important role in improving user engagement is verified. The research results provide a clear direction for brands to create content, that is, focus on high-quality content output, while strengthening the emotional connection and social attributes of the design. This conclusion not only enriches the theoretical system in the field of digital marketing, but also provides an operable optimization path for practitioners, which has important academic value and application significance.
Keywords: Short Video Marketing；User Retention；Content Quality；Emotional Resonance；Social Interaction
目 录
引言 1
一、短视频营销的内容创作基础 1
(一)内容创作的核心要素分析 1
(二)用户需求与内容匹配策略 2
(三)创意驱动的内容生产模式 2
二、用户粘性的形成机制研究 3
(一)用户粘性的定义与测量方法 3
(二)内容质量对用户粘性的影响 3
(三)社交互动与粘性提升的关系 4
三、内容创作与用户粘性的关联分析 4
(一)内容类型对用户行为的影响 4
(二)情感共鸣在粘性提升中的作用 5
(三)数据驱动的内容优化策略 5
四、提升用户粘性的实践路径探索 6
(一)个性化内容推荐的应用 6
(二)品牌故事化内容的构建 7
(三)长期用户关系的维护策略 7
结论 8
参考文献 9
致谢 9
