EXPLORING THE IMPACT OF MOBILE SHORT VIDEO CONTENT MARKETING ON PURCHASE INTENTIONS: A TWO-MEDIATION MODEL

Abstract

The rapid growth of mobile short video users in China is reshaping content marketing strategies for businesses and enterprises. With over 1 billion mobile short video users as of December 2022, accounting for 94.8% of the total Internet users, short video platforms have become a prominent channel for marketing and promotion. This paper reviews the evolving landscape of mobile short video content marketing and its effects on consumer behavior.