RESEARCHING THE INFLUENCE OF ONLINE SHORT VIDEO MARKETING ON CONSUMPTION BEHAVIOR OF CULTURAL PRODUCTS

Abstract

Short video marketing on social media platforms such as Facebook, Youtube, Tiktok, Instagram, Zalo,... has changed the way businesses approach online market and brand building. Research conducted in Ho Chi Minh City with a sample of 300 consumers and analyzed using Smart PLS 3.0 and SPSS 26.0 has demonstrated that short video marketing on social media significantly indirectly influences the intention to purchase online cultural products. Four key factors influencing attitudes and purchase intentions include interesting content, scenario-based experiences, perception of information credibility and information usefulness. This research holds significant managerial implications for cultural product marketers aiming to attract target customer segments in the digital age.