Yang Zhang, Dongqi Sun
Management Science and Engineering Research Centre, Jiangxi Normal University, Nanchang, Jiangxi, China.
Department of Economics and Trade, Tongling Polytechnic, Tongling, Anhui, China.
PLoS One. 2025 Jan 10;20(1):e0316905. doi: 10.1371/journal.pone.0316905. eCollection 2025.
The emergence of short video platforms has opened new avenues and opportunities for brand marketing. This paper investigates the mechanisms of brand dissemination in short videos, examining strategies for fostering brand associations to fulfill communication objectives. Drawing on signal theory, the study identifies the perceived value of short videos as the source of signals, with brand value and transparency serving as mediating factors, and brand association as the outcome. The research employs hypothesis testing and model building, supplemented by analysis of 560 valid questionnaires from research platforms, to scrutinize these mechanisms. Findings suggest that brand transparency and value effectively mediate the relationship between the perceived value and brand association, with brand transparency also mediating between perceived personality, utility, and brand association. Finally, this paper outlines management implications and acknowledges limitations based on the results.
短视频平台的出现为品牌营销开辟了新途径和机遇。本文研究短视频中的品牌传播机制，探讨促进品牌联想以实现传播目标的策略。基于信号理论，该研究将短视频的感知价值确定为信号源，品牌价值和透明度作为中介因素，品牌联想作为结果。该研究采用假设检验和模型构建，并辅以对来自研究平台的560份有效问卷的分析，以审视这些机制。研究结果表明，品牌透明度和价值有效地中介了感知价值与品牌联想之间的关系，品牌透明度还在感知个性、效用与品牌联想之间起中介作用。最后，本文根据研究结果概述了管理启示并承认了局限性。
