| Abstract [eng] |
The dominance of social networks and evolving consumer habits have lcontributed to the popularity and increasing use of new content forms, such as short-branded videos. For brands seeking consumer engagement, social media content has become an essential marketing tool – first to reach consumers and subsequently to encourage their engagement with the created content. Given that competition on social networks is steadily increasing, as more brands recognize the value of consumer engagement and more consumers prefer short video formats for information consumption, it becomes relevant to identify which characteristics of short-branded video content influence consumer engagement behavior. Research on the content characteristics of short-branded videos is relatively new, and there remains a lack of studies addressing which specific characteristics are most influential in driving consumer engagement behavior. Project problem – What is the impact of short-branded video content characteristics on consumer engagement behavior? Project object - the impact of short-branded video content characteristics on consumer engagement behavior. Project aim – to examine theoretically and empirically the impact of short-branded video content characteristics on consumer engagement behavior. Project objectives: 1. to reveal the relevance and issues of research on the impact of short-branded video content characteristics on consumer engagement behavior; 2. to develop a conceptual model of the impact of short-branded video content characteristics on consumer engagement behavior; 3. to design a methodology for empirically studying of the impact of short-branded video content characteristics on consumer engagement behavior; 4. to conduct an empirical study on the impact of short-branded video content characteristics on consumer engagement behavior and provide practical insights and directions for further research. Main results of the project: A literature review facilitated the development of a conceptual model of the impact of short-branded video content characteristics on consumer engagement behavior. This model comprises three constructs: short-branded video content characteristics (including informativeness, entertainment characteristic and usefulness), consumer engagement behaviour (consumption, contribution, creation) and consumer post-engagement behaviour (purchase intention). In order to test the proposed model, an empirical study with an experimental design was conducted. Three experimental groups were formed using a survey-based approach, with each group exposed to a short video exemplifying one of the three content characteristics. A total of 300 respondents took part in the study. In the empirical study, firstly, as a result of factor analysis, theoretically identified types of consumer engagement behavior were re-structured – items of the scale were divided by the type of engagement – active and passive. The results indicated that a statistically significant positive impact on consumer engagement behaviour, active and passive engagement exists only with the entertainment characteristic. The informativeness characteristic did not show a statistically significant impact on either of the consumer engagement behaviour variables, while the usefulness characteristic had a positive impact on only passive engagement. Furthermore, it was found that consumer engagement behavior – resulting from the content of short-branded videos, supplemented by the characteristics of informativeness, entertainment and usefulness – was statistically significantly and positively associated to consumers' intention to purchase. |
