The Impact of Short Video Content Marketing on Customer Citizenship Behavior: Exploring the Different Roles of Perceived Value, Product Involvement, and Internet Word of Mouth

Abstract

In view of the continuous development of Internet information technology, traditional media is losing its influence on consumers. Enterprises need to use high-quality marketing content on short video platforms to encourage customers to spontaneously generate corresponding recommendations, feedback, help and other customer citizenship behaviors to improve corporate marketing effectiveness. In view of this, this paper builds a theoretical model of short video content marketing, perceived value and customer citizenship behavior based on the SOR theory, and uses the short video content marketing customer group as a sample through a questionnaire survey to conduct empirical analysis to study the short video content marketing of enterprises. The influence relationship on customer citizenship behavior, perceived value plays a mediating role, and it verifies the moderating role of product involvement and Internet word-of-mouth, and puts forward corresponding suggestions according to the results.