新媒体时代短视频内容营销对品牌活化的影响：以品牌形象为中介变量，产品涉入度为调节变量

The Impact of Short Video Content Marketing on Brand Activation in the New Media Era: Brand Image as an Intermediary Variable and Product Involvement as a Moderating Variable

蔡宇丰(Yufeng Cai)

《DPU International Conference on Business Innovation and Social Sciences 2022》 2022 (2022/05) Pp. 765-776

https://doi.org/10.29754/caicictbs.202205.0074

摘要

随着时代的变迁，经济的发展以及新技术的出现，老品牌不可避免地与消费者需求之间产生种种不适。信息技术的发展，短视频迅速占领全球市场，老字号品牌在自身衰弱的同时，又要面对更多更强大的对手，这种时候不应该在等待了。运用新媒体的特点，活化已经老化的品牌，给消费者带来更多的新品牌形象。本文将从内容营销方面着手，提出有关于品牌活化的建议，希望能给更多的老字号品牌带来一点帮助。

關鍵字

短视频 ； 内容营销 ； 品牌形象 ； 品牌活化

並列摘要

With the change of The Times, the economic development and the emergence of new technologies, the old brands inevitably produce various discomfort with consumer demand.With the development of information technology, short video quickly occupies the global market. While weakening themselves, time-honored brands should face more and stronger rivals, so they should not be waiting.Use the characteristics of new media to activate the aging brand and bring more new brand image to consumers.This article will start from the content marketing of content, put forward suggestions on brand activation, hoping to bring some help to more time-honored brands.

並列關鍵字

Short video ； content marketing ； brand image ； brand activation