The Impact of Short Video Platform Marketing Strategies on Consumer Purchase Intentions: A Case Study of International Sportswear Brands

Abstract

Social networking platforms have continued to evolve and expand their online shopping capabilities in recent years, and among these applications, short video platforms (e.g., TikTok, Instagram, etc.) have been one of the most influential and promising categories in the last five years. In order to study how the marketing methods of short video platforms work, this article explores and discusses the marketing methods of international sportswear brand Adidas on the Shakeology platform in a targeted way through a case study model, including short video posting, online shopping link homepage, and live streaming room. From the content of the case study, this paper concludes that the marketing channels of the short video platform can be categorized into three main ways: the release of short videos of the official public number, the advertisement videos of bloggers of the same category, and the promotion in the live broadcasting room. The degree of effectiveness of these channels is often closely related to consumers’ purchasing tendencies. Typically, advertising videos as well as live-streaming pitches will pinpoint potential consumer groups through big data, and consumers make subjective judgments of interest in the video content based on psychosocial effects. Throughout the process, recognizing consumer needs is an essential focus for marketing success.