International Research Fronts,Integration Framework and Future Research Directions of Video Marketing
Video marketing,as a powerful means for contemporary enterprises to capture consumers'eyes and build brand value,its influence goes far beyond the simple scope of information transmission and deeply penetrates and reshapes the business value pattern of enterprises.In this paper,the content analysis method is used to analyze 271 English research results on video marketing selected from authoritative journals in the field of marketing.On the basis of clarifying the connotation of video marketing,this paper focuses on the influential factors,theoretical perspectives and impact results of video marketing,constructs an integrated framework of video marketing research,and puts forward the direction of future research and potential scientific problems.First of all,this paper defines the connotation and characteristics of video marketing,which include visual visualization,highly interactive participation and extensive communication power.These characteristics together constitute the unique charm of video marketing,making it a bridge connecting brands and consumer emotions.Secondly,this paper creatively constructs a comprehensive analysis framework of"video marketing attributes and external conditions-theoretical perspective-video marketing effect".Specifically,(1)This paper systematically summarizes two core elements that affect the effectiveness of video marketing:internal attributes and external conditions.Internal attributes focus on the production details of the video itself,including the authority of the video source,the appeal of the content,the appeal of the influencer,the precision of the timing of the insertion and the professionalism of the editing techniques.The external conditions focus on the external environment of video transmission and reception,including the advanced nature of equipment technology,the diversity of communication platforms and the unique characteristics of consumer groups.(2)From the perspective of motivation theory,cognitive theory,emotion theory,interaction theory and comprehensive theory,this paper reveals the internal mechanism of the impact of video marketing factors on the results.From the perspective of motivation theory,the influence of goal driving force on marketing effect of consumers in the process of watching video is revealed.From the perspective of cognitive theory,it explains how video marketing factors can produce marketing effects by affecting consumers'information processing.From the perspective of emotion theory,it discusses how video marketing factors stimulate consumers'emotional resonance and emotional response,and then produce marketing effects.Based on the relationship perspective,interaction theory emphasizes the participation and interaction in video marketing.The comprehensive theoretical perspective is the integration of the above four theoretical perspectives.(3)This paper concludes that video marketing effects include video attention and consumer attitudes and behaviors.In video marketing,we should not only pay attention to how to attract consumers'attention,but also consider how to convert this attention into positive emotional attitude and actual purchase behavior through high-quality content and strategies,so as to maximize the marketing effect.Finally,this paper points out the direction for the research in the field of video marketing from four dimensions:(1)Deepen the construction of the theoretical system,especially the improvement of the theoretical framework of digital video marketing and integration,in order to gain a deeper insight into the complex relationship between various factors and their deep impact on marketing effects;(2)Strengthen the research depth of marketing effect and reveal the internal logic and mechanism of video marketing in shaping consumer attitudes and behaviors;(3)Refine the research dimension of video marketing attributes,and provide practitioners with more accurate and effective strategic guidance through multi-dimensional in-depth analysis;(4)Pay close attention to the changing trends of the external environment,especially the digital wave,the rise of video sharing platforms and new changes in consumer characteristics,to provide forward-looking strategic insights for the sustainable development of the industry.To sum up,this paper aims to provide reference for the construction of a more scientific and systematic theoretical system of video marketing by clarifying the concept,summarizing the current situation and looking forward to the future in the field of video marketing,and at the same time provide reference for understanding and guiding the video marketing practice of enterprises.
video marketingliterature reviewintegration frameworkfuture directions
万方数据
维普
