The Impact of Short Video Platform Content Marketing on Consumers’ Willingness to Buy - Take TikTok as an Example

Abstract

As short-video applications like TikTok have gained prominence in recent years, content marketing has been recognized as an essential means through which consumer behavior can be shaped. The current research focuses on investigating the effects of TikTok content marketing on purchase intention and constructs a theoretical model in which the intermediary effects of platform interaction, user engagement, and the moderating effect of brand awareness are considered. For the testing of hypotheses, quantitative techniques and regression analysis were adopted. According to the empirical data from a survey of 150 TikTok users followed by regression analysis, the following conclusions were derived: first, content marketing has a positive effect on purchase intention. Second, although there is no direct mediation effect of platform interaction, a sequence of mediation path from content marketing to platform interaction to user engagement to purchase intention was observed. Third, brand awareness shows no significant moderation effect.