摘 要
随着移动互联网的普及和用户碎片化时间的增加，短视频作为一种新兴的内容传播形式，在品牌营销中展现出巨大潜力。本研究旨在探讨短视频营销对品牌传播的影响机制及其实际效果，以期为品牌方提供更具针对性的营销策略。研究基于传播学和社会心理学理论框架，结合定量与定性分析方法，通过问卷调查、案例分析及实验研究，系统考察了短视频内容特征、用户互动行为以及品牌认知之间的关系。研究发现，短视频的高沉浸性和情感共鸣特性能够显著提升用户的品牌记忆度和好感度；同时，用户参与评论、分享等互动行为进一步强化了品牌的社交传播效应。此外，本研究创新性地提出“短视频传播效能模型”，将内容创意、平台算法和用户反馈纳入统一分析框架，揭示了影响品牌传播效果的关键因素及其作用路径。研究表明，短视频营销不仅能够快速扩大品牌曝光度，还能通过深度互动建立更紧密的用户连接。这一结论为品牌在短视频平台上的内容创作和传播策略优化提供了重要参考，同时也丰富了数字营销领域的理论研究。本研究的主要贡献在于首次从多维度视角系统解析短视频营销对品牌传播的作用机制，并为实践应用提供了可操作性的指导建议。
关键词：短视频营销；品牌传播；用户互动；传播效能模型；内容创意
Abstract
With the widespread adoption of mobile internet and the increasing fragmentation of user time, short-video content has emerged as a novel medium for information dissemination, demonstrating significant potential in brand marketing. This study investigates the influence mechanism and practical outcomes of short-video marketing on brand communication, aiming to provide brands with more targeted marketing strategies. Grounded in the theoretical fr ameworks of communication studies and social psychology, this research integrates both quantitative and qualitative analytical methods, employing surveys, case analyses, and experimental studies to systematically explore the relationships among short-video content characteristics, user interactive behaviors, and brand cognition. The findings reveal that the high immersiveness and emotional resonance of short videos significantly enhance users' brand recall and favorability. Furthermore, user participation in commenting and sharing strengthens the social传播 effects of brands. Additionally, this study innovatively proposes the "Short-Video Communication Efficacy Model," which incorporates content creativity, platform algorithms, and user feedback into a unified analytical fr amework, uncovering the key factors and their pathways influencing the effectiveness of brand communication. The results indicate that short-video marketing not only rapidly increases brand exposure but also fosters deeper user connections through interactive engagement. These conclusions offer critical insights for optimizing content creation and communication strategies on short-video platforms and contribute to the theoretical development of digital marketing. The primary contribution of this study lies in its systematic analysis of the mechanisms by which short-video marketing impacts brand communication from a multidimensional perspective, along with actionable recommendations for practical applications.
Keywords: Short Video Marketing; Brand Communication; User Interaction; Communication Efficiency Model; Content Creativity
目 录
1绪论 1
1.1短视频营销研究背景与意义 1
1.2国内外研究现状分析 1
1.3本文研究方法与思路 2
2短视频营销的核心特征与品牌传播机制 2
2.1短视频营销的基本特征 2
2.2品牌传播的关键要素 3
2.3短视频对品牌传播的影响路径 3
2.4用户参与在品牌传播中的作用 4
3短视频营销对品牌认知与情感连接的影响 5
3.1品牌认知的形成机制 5
3.2情感共鸣在短视频营销中的体现 5
3.3短视频内容对品牌信任的影响 6
3.4用户互动对品牌忠诚的作用 6
4短视频营销策略优化与品牌传播效果评估 7
4.1高效短视频营销策略设计 7
4.2数据驱动的品牌传播效果测量 7
4.3不同平台短视频营销的差异性分析 8
4.4短视频营销未来发展趋势探讨 8
结论 9
参考文献 10
致 谢 11
