Ding Wanzhu Short-form videos as a new direction in marketing research

Abstract

In the context of the rapidly developing digital economy and the widespread adoption of smartphones, a significant shift is observed in how society accesses information. Research indicates a transition from traditional offline channels to digital technologies, with a special emphasis on the use of mobile devices and the mobile internet. Within this context, short-form videos have emerged as a powerful marketing tool due to their brevity, ease of production, and capability for quick dissemination through social networks. Short-form videos not only captivate a wide audience but also aid in enhancing brand recognition and promoting products. This study conducts an analytical review of scholarly works in the field of short-form video marketing, including research from various countries and published in multiple languages, such as Russian, Chinese, and English. The investigation explores two principal research activities in this area: 1) analysis of marketing models and strategies that utilize short videos, 2) examination of the effects of short-form videos on consumer behavior. Moreover, the article identifies the most pressing issues and features pertinent to current research and delineates the prospects for future investigations in the realm of short-form video marketing.