INDEPENDENT RESEARCH PROJECT

Student: Khushi Shah, B037

Mentor: Prof.Vartika Arora
Institution: Jyoti Dalal School of Liberal Arts, Narsee Monjee Institute of Management,
Mumbai.

ANALYSING THE INFLUENCE OF SHORT VIDEO MARKETING ON

CONSUMER BRAND ATTITUDE

Abstract: With the increasing usage of social media,leading media platforms such as Instagram ,
Facebook, Youtube and Snapchat have become a primary space for businesses to generate an
income and engage with their target audiences . With the monumental development in Artificial
Intelligence and User Experience Algorithms , one thing common between all these platforms is
the usage of ‘minifilms’.This has become the USP of leading platforms for marketing by letting
users create short videos in the time span ranging from 15 seconds to 180 seconds. The aim of
this paper is to investigate short videos on social media as the main research object to explore the
impact of online- branded entertainment on its viewers and how this adversely impacts the
brands image. This paper will further be dissecting the attitude of consumer engagement and
their psychological response

Keywords: Short Video Marketing , Consumer Behaviour , Brand Perception ,

Influencers, Purchase Intention , Artificial Intelligence

1. Introduction
With the onset of Digital Marketing, various social media platforms have tried to incorporate the
concept of ‘short videos’ or ‘minifilms’ as an integral part of their platform to connect with its
users. Although, this concept is not new to the newer forms of social media. The format was
started in the early 2010s, by a company owned by Twitter called Vines. This started as an effort
to showcase 6 seconds of funny videos which went viral by viewers downloading and sharing the
video content. Vines were considered pioneers in this field as it led to various companies picking
up this format to develop applications for short videos. Due to the lack of internet speed,
smart-phone and resources in the early 2010,Vines shut down after a few years.

But, applications like Musically really started to trend owing to easier production of these videos
with smartphones. Now, we live in a world where applications like Instagram has Reels, Youtube
has Shorts, Snapchat has Spotlight and TikTok, the most famous of them all, is solely running on
short videos. What originated as a platform where people uploaded lip syncing videos has now
transformed into a place where brands interact with their users. It has become a primary form of
marketing of the 21st Century.

Short video algorithms now exist that let businesses analyse the age group, gender, demographic
and the interest of the viewers that interact with a brand's video. Although, this is a secondary
advantage for enterprises to conduct research, brands are more and more using short video
marketing to form an image of their brand/products in the minds of consumers while at the same
time, showcasing accessibility of the ‘modern’ brand on social media.

This paper will be using literary analysis to dissect the study into three dimensions, mainly,
Content , Experience and Interaction. To verify the effectiveness of short video marketing on
consumer brand attitude, a questionnaire will help support the empirical analysis.

1.1 THEORIES AND DEFINITIONS :

● Interesting Content:refers to the kind of entertainment, notion of fun and

originality of the content, which can stimulate consumers to generate strong
interest and curiosity, to create a compelling attachment to the brand.
● Scenario-Based Experience: Using short videos to create a realistic experience in
the portrayal of the video. This is to be done organically and give users a
wholesome and connected experience. This is done to get users to understand how
a product or service would realistically help or benefit the consumer in different
situations. Moreover, create a specific brand attitude as an afterthought.
● User Participation Interaction: The extent to which users participate in the
production of short video content, establish interpersonal relationships between
different users, communicate and share brand information, and obtain emotional
support and trust. This includes the interactive behavior of information search,
information collection and information release.
● Brand Perception: It refers to the habits of viewers and how well are they taking
the video . This is done to understand their initial thoughts, emotions and overall
perception that they are being left with.
● Consumer Brand Attitude:the overall impression of the brand in the mind of the
consumer, the perception of the consumer and the perception of the brand on the
short video social networking platform is the overall perception of the consumer
about all aspects of the brand.
1.2. ABBREVIATIONS
1. B2B - Business to Business
2. B2C - Business to Consumer
3. AI - Artificial Intelligence
4. ROI - Return on investment
5. SEO - Search engine optimization
6. KPI - Key Performance Indicator
7. PR - Public Relations
8. CTR - Click Through Rate
9. SVM - Short Video Marketing

1.3. BACKGROUND
Traditionally, marketers as well as viewers were very used to selling a product or service by
advertisements and hoardings as a direct form of marketing. Wherein, the biggest player would
be the one who spent most on advertising through media and in turn that player would end up
getting the biggest market share. Such was the norm that kept brands like Unilever in the front
for over 50 years.

Although, the industrial advertising market has shaken up. TV isn’t dead but digital has become
the primary and most effective form of marketing. With everyone hoping onto the digital
bandwagon , there are a few things that one should discuss before getting into the discourse of
short video marketing.

With the advent of online ads, was also the creation of ad blockers in the early 2010s. ● From
2010-2015, which was the start of the era itself, global ad blocker usage went up from 20
Million to 198 Million
● Only 6% of Millennials consider online advertising credible

Thus, the main target audience on social media, which is the Youth, started to turn to content that
they could engage with. This is where short videos on social media come in as they are quick to
consume and easy to engage with by liking, commenting and sharing . To benefit from this, there
was the concept of social media bloggers or influencers which arose which has changed the
game of marketing , especially short video marketing.
Involvement of Influencers
Earlier, what used to be ‘word of mouth’ in marketing has transformed into ‘Instagram
Influencer Recommendations’ . This works with the concept that every person who brands
themselves as an influencer, picks a specific niche . For example, a luxury fashion blogger .
Thus, that person then creates and posts content on their page regarding different luxury brands,
all upcoming products in the market, their honest views about the same but at the same time they
also post content about their day to day life and what different events they were a part of, so as to
create a bond with their audience ( their followers ). This way, there is a trust that is created
between the influencer and their followers to trust their opinions and the products that they
endorse.
For instance, Li Jiaqi, the renowned "lipstick Prince" on TikTok ( a video platform ), got 4.3
million fans in a cosmetics video of attempting new lipsticks just in a month. Then, at that point,
he began to help out other brand items, as long as it is the item he suggested in the brief video,
the product used to get sold out just by a single 15 second video!
Similarly, on the one hand, the short video content distribution mechanism makes the public
basically only contact with the content that they are interested in. These influencers try to then
sell the product by using different social media features so as to increase purchase intentions. On
the other hand, the high-frequency push notification service of short video allows people to
receive all kinds of information efficiently.

Yang Anna (2017) studied the impact of influencers in social media on the purchase intention of
college students, and came to a conclusion that the professionalism and popularity of influencers
in social media have a significant positive correlation with the purchase intention of customers.

How does this help Brands?

Influencers on social media endorse multiple brands, that means they are not brand ambassadors,
they merely introduce the products to their followers and after personally reviewing the products,
give an online feedback. What happens is that brands collaborate and pay influencers in
cash/kind to do the same for their products which helps not only reach millions of followers
across the globe at the same time but also, give them first hand feedback right when it has been
introduced into the market.

What is Short video marketing?

Short video is an emerging form of media that is usually played by viewers on the move or when
there is a time to kill. Short video durations can be defined anywhere between 5 seconds to 5
minutes although, the mostly widely used short video applications like TikTok, Instagram,
Snapchat, Youtube Shorts amongst other local applications which differ from region to region
primarily have a duration of 5-180 seconds. The Production cost on these videos are very low
and easy to create ( rather user-friendly ) but the content of these videos are usually rich and
to-the-point. They are made for quick consumption by users owing to the fast paced environment
of the 21st Century. The mode of vertical screen is in line with the habits of mobile users and the
application of artificial intelligence technology such as face recognition makes the short video
more entertaining and interactive

These short videos have become a quick form of entertainment for users on various platforms
and marketers bank on this feature to spread word about their product or service. It has proven to
be an effective way to connect your brand with it’s target audience. A renderforest survey (
which annually projects statistics for upcoming social media features ) concluded that SVM ,
increases :
● Brand awareness by 70%
● Traffic by 51%
● Sales by 34%
If generalised for all pages by using SVM features correctly, there has been great research and
books written on how ‘video first’ is the way to go for new age marketers.

How can brands make use of SVM?

For every Short video ( or even a normal image post) that they post, they get to track the
following via their Business Insights section by collecting user data which the app presents: ●
summary of follower demographics- gender, age group, and location. ● Online Timings of your
followers ( hours and days ) - help indicate best time to post so as to engage with the audience
● AI - Not only do they show when users are most active but have predictions on when
they will be for the following days of the week. Thus, Looking for a pattern in the time
and days of a brands followers are online so they can post content at times that will
maximize reach and engagement
● Content - gets data on which posts and videos, audiences are engaging the most with.
This helps analyse what works or doesnt work, feasible form of trial and error . Thus,
additionally helps businesses to understand what their followers would like to see more
of.
● Measurement - We can also view individual metrics for 1 post in detailing
a. Profile Visits – The number of times your profile was viewed
b. Follows – The number of accounts that started following you
c. Website Clicks – The number of clicks to links you’ve included in your business
profile description
● Impressions- By this we come to know of how users found out or reached a brands page.
It can be broken down into the following:
1. Home – People who saw the post from their feed
2. Search & Explore – People who searched for keywords or saw your post on an
Explore feed
3. Profile – People who found your post from your profile page
4. Location – People who viewed your post from a location feed
 5. Hashtags – People who discovered your post via a hashtag search
6. Other – Posts shared via direct message, posts that were saved, posts you’re
tagged or mentioned in, post notifications where you were tagged or mentioned,
and posts that show up on the Following tab in Notifications

Additionally, brands can also run paid ads via short media on different social media platforms.
Instagram and TikTok are the most popular ones and the above mentioned data insights is from
Instagram which has proven to be a business hub. Many short video platforms have introduced
the function of shopping carts, that is, customers can simply click a button as soon as they feel
interested in short videos to go to the purchase page and buy them instantly, which can
absolutely improve their efficiency of shopping.

CONSUMER BRAND ATTITUDE

It is the favourability or the non- favorability of the consumers towards a brand The opinion of
consumers toward a product determined through market research. The brand attitude will tell
what people think about a product or service, whether the product answers a consumer need, and
just how much the product is wanted by the consumer. Knowledge of brand attitude is very
helpful in planning an advertising campaign.

1.3 NEED FOR STUDY :

With the new age of digitalization, social media platforms have become more than just a social
arena. It has become the ‘new online’ marketplace for all kinds of business and consumers. With
the current Covid-19 situation, a lot of brands have made permanent decisions to shift their
businesses Online . It allows companies to directly engage with their customers, build brand
presence, and ultimately sell more products. Thus, this makes analysing the most important form
of marketing on social media platforms - short video marketing quintessential to study upon. The
scope of this arena is only growing. The $500 million social media automation market is
expected to be worth over $7 billion globally by 2025, with the Asia Pacific market likely to
grow at 13.5% CAGR, and India and China being at the forefront. Artificial intelligence is the
future of businesses and thus, the author feels the need to analyse the same.
 2. LITERATURE REVIEW

2.1 EMPIRICAL RESEARCH STUDIES :

1. “Branded entertainment,” a relatively new marketing strategy, may offer a means of

consumer engagement in online communications. “Microfilm” advertising (MFA) or
“Net films” are short film-like streaming advertisements produced by marketers with
brand messages embedded into storylines. The decline of traditional mass-media
advertising impels marketers to find new ways of reaching consumers with “microfilm’s”
form of viral advertising. In spite of its popularity, the popular formats of MFA have not
undergone empirical testing.(2014)
2. The consumption of online video has seen a rapidly rising trend over the past few years.
Facebook generated 8 billion views per day already in 2015. Small businesses that fail to
include it in their internet marketing strategies will do so at their peril. Videos do not
need to be direct advertisements of products and services, but they can rather be about
anything which can help strengthen a brand and bring a marketing story into life. The
goal of this thesis is to examine the video marketing habits and attitudes of small-sized
enterprises in Jyväskylä(2017)
3. Brand attitude mainly exists in the memory of consumers and plays a major role in their
purchasing behavior. Productistics, personal habits and preferences also play an important
role in shaping brand attitudes. The popularity of barrage videos has a lot to do with the
popularity of a large number of young netizens. If companies choose to play bar-screen
ads in online videos, they must.consider the needs of such audiences, and use their
familiar.and loved bullets [5] The relationship between launch time and brand attitude is
important to pick and place a barrage ad(2019)
4. Marketing today is all about focusing the strategy around customers’ experiences and an
ongoing, long-lasting relationship, rather than on a single transaction and short-term
business results. 91% of video marketers consider video an important part of their
marketing strategy (that is an increase from 82% in 2017 and 85% in 2018) Wyzowl
(2019), while 83% of marketers say video gives them a good return on investment (up
from 78%) Video marketing is a great way of information gathering and entertainment.
(2019)
5. Liu GF, Gao PC, Li YC, Zhang ZP -Interesting content and scene-based experience have
a positive impact on brand attitude. Short video marketing should provide consumers with a
real scene that can be sensed by themselves through elaborately designed life scenes. It
should help enterprises display their brand image comprehensively and variously and spread
brandculture, thus gaining more consumers' recognition. ( 2019 )
6. Mowat, J. (2018) - This book analyses the underbelly of short video marketing. Video is
the single most effective tool that marketers have to raise brand awareness, increase
sales,
 drive website traffic and deliver ROI on marketing budgets. Driven by consumer demand
and with the backing of the largest social media platforms, our world is becoming 'video
first'. Video Marketing Strategy allows marketers to harness the power of video and
create effective video campaigns. This in-depth look at the world's most powerful
medium helps brands to radically magnify their voice by tapping into a level of emotional
engagement that can't be achieved any other way.
7. Simmonds, Lucy, et al. ( 2020 ) - For advertisers, raising awareness of video marketing
stimuli is critical to building and refreshing consumers’ brand memories and increasing
their willingness to buy. Research shows that brand users are more likely to remember
advertisements. Non-users who are lighter and more focused have better memory, but for
heavier users, this effect does not exist. According to this research, these results
emphasize the importance of developing advertisements to attract the visual attention of
potential customers.
8. Dylan Sheldon ( 2013 ) - this study analyses engagement of videos online mainly in two
dimensions. The first being , what ticks viewers and the second being, how short video
marketing is , is the new state of the art essential form of marketing. It discusses its
effectiveness and how it has easily integrated into all facets of the World Wide Web.
Lastly, the author talks about, what enterprises should be using to create ‘triggered’
content
9. Rogers, D. (2016) studies how businesses have traditionally been using different kinds of
marketing and how after the advent of social media, enterprises were struck with social
media that makes it a one stop solution and even shop for all their consumers. He further
discusses the tools that are being used in effective marketing and making sales online
10. Mahadevan, Y. (2013) studies how the next decade is going to see an inevitable
digital transformation and how businesses should be the first ones to start opting for
artificial intelligence . Businesses are going to be in a whole new form that we could
not have fathomed of.
11. Yang Anna. Research on the influence of influencers on the intention of college
students in social media when online shopping[D]. Guangzhou: Guangzhou
University,2017.

2.2 RESEARCH GAP :

There is a lack of existing information on what kind of impact does short video marketing
create. Thus literature review papers mostly include understanding this new innovation,
how it works . But, at the same time, the demographic of these papers are mostly from
two countries only, mainly China or the United states. Thus, it is very specifically
narrowed down.

It is also important to understand that this can also be because the whole subject of video
 marketing is currently undergoing many changes in practice. The device used to make
the
video, the content inside and the platform on which the video material is used can be very
different even in a few months. For example, thinking back to the survey, it seems silly
right now that she asked participants if they were using any kind of live streaming service
for their marketing. Social networks are also on the ever-changing list. The term social
media is quite redundant, as most if not all online media is already omnidirectional
between original content creators and all content consumers.

2.3 RATIONALE OF THE STUDY :

While there is a heap of papers available that talk about short video forms, most of them
discuss and analyse its format and how they have become an essential part of the business
world. Thus, this research paper primarily aims to analyse the impact of short video
marketing on the consumers and how they perceive the brand and engage after having
been exposed to the same.

3. METHODOLOGY
3.1 AIM :
The aim of this research is to verify the undenying influence of short video marketing on
consumers' brand attitude on social media, and the mediating effect of brand perception
on short video marketing on social media and consumers' brand attitude.

3.2 OBJECTIVES :
The primary objective of this research is to decode what factors of the short video help
influence viewers . Furthermore, how the algorithm helps enterprises collect data and
create a positive impact for them to engage and finally help create sales .

3.3 RESEARCH QUESTIONS :

1. How important is video marketing in marketing communication in the modern
business environment?
2. How greatly does short video marketing on social media platforms change or
influence the perception of brands to the consumers?

3.4 SAMPLE SIZE :

The sample size for this study shall consist of 50 individuals, all of which are between the
age group of 18-40 and use social media regularly.

3.5 TOOLS , MEASUREMENT AND QUESTIONNAIRE :

 For this particular study, the tools will incorporate a survey. The survey will be
administered by Likert's five-point rating scale and additionally the Brand attitude
scale.
For secondary analysis, literature review and analysis will be conducted to back the
primary analysis.
The survey will be divided into two parts, wherein the first part will be personal
information, so as to understand the sample size better like age, demographic, gender,
how much time do they spend on social media and largely understanding their
engagement on the platform. Wherein, the second part would be the main part,
investigating brand perception, the attitude of the consumer after interaction . Thus, the
paper will explore the relationship between businesses and consumers via short videos
through quantitative research on the sampled data.

3.6 DATA COLLECTION PROCEDURE :

This research will be conducted virtually by distributing these surveys with the aid of
google forms across the country. A sample size of 50 consumers will be approached to
be a part of the research study.

4. Expected outcomes
As a result of this study, the aim is to scrutinize the massive effect that short video
marketing has on brand perception. And how, it has become a unique innovation for
marketing which single handedly has an effect on a large target audience, all during a
short period of time ( months ).

5. RESULTS
6. DISCUSSION

7. References
● Mowat, Jon. Video Marketing Strategy: Harness the Power of Online Video to
Drive Brand Growth. United Kingdom, Kogan Page, 2018.
● Chen, T., & Lee, H.-M. (2014). Why Do We Share? The Impact of Viral Videos
Dramatized to Sell. Journal of Advertising Research, 54(3), 292–303.
doi:10.2501/jar-54-3-292-303
● Xiao, Y., Wang, L., & Wang, P. (2019, October). Research on the influence of
content features of short video marketing on consumer purchase intentions. In the
4th_ International Conference on Modern Management, Education Technology
and Social Science (MMETSS 2019) (pp. 415-422). Atlantis Press.
● Liu, G. F., Gao, P. C., Li, Y. C., & Zhang, Z. P. (2019, August). Research on the
Influence of Social Media Short Video Marketing on Consumer Brand Attitude. In
5th International Conference on Social Science and Higher Education (ICSSHE
19), Atlantis Press (pp. 784-789).
● Sedej, T. (2019). The role of video marketing in the modern business environment:
a view of top management of SMEs. J. for International Business and
Entrepreneurship Development, 12(1), 37. doi:10.1504/jibed.2019.103388
● Jarboe, G. (2011). YouTube and video marketing: An hour a day. John Wiley &
Sons.
● Dylan Sheldon (2013).How the Internet Has Revolutionized Video Marketing
.Senior Thesis. Liberty University
● Simmonds, Lucy, et al. "Moderating effects of prior brand usage on visual
attention to video advertising and recall: An eye-tracking investigation." Journal
of Business Research 111 (2020): 241-248.
● Waters, Richard D., and Paul M. Jones. "Using video to build an organization's
identity and brand: A content analysis of nonprofit organizations' YouTube
videos." Journal of Nonprofit & Public Sector Marketing 23.3 (2011): 248-268.
● Mahadevan, Y. (2013) ‘The impact on marketing by the advent of web 2.0
internet tools’, International Journal of Research in Commerce, IT and
Management, Vol. 3, No. 3, pp.146–149
● Rogers, D. (2016) The Digital Transformation Playbook: Rethink Your Business
for the Digital Age, Columbia University Press, New York.
● McCue, T.J. (2018) Video Marketing in 2018 Continues to Explode as Way to
Reach Customers [online]
https://www.forbes.com/sites/tjmccue/2018/06/22/video-marketing-2018-
trends-continues-to-explode-as-the-way-to-reach-customers/#4c6fc418598d ●
Bortone, L. and Shankman, P. (2017) Video Marketing Rules: How to Win in a
World Gone Video!, Granite Planet Productions, New Hampshire. ● Yang Anna.
Research on the influence of influencers on the intention of college students in
social media when online shopping[D]. Guangzhou: Guangzhou University, 2017.
( English Translation )