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- W4375834757 abstract "More and more enterprises promote their products by publishing short videos on social platforms, but not all short video marketing can achieve the expected results. There are many factors that affect the marketing effect. This study aims to explore how the narration of short video, especially the story plot, impress consumers to realize marketing goals, on the basis of Narrative Transportation Theory. In this study, 402 sample questionnaires were collected and the model was verified by structural equation model. The conclusion shows that the six factors affect advertising attitude and product attitude through narrative transportation. Finally, according to the conclusion, the corresponding suggestions for the creation of short video are provided." @default.
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- W4375834757 date "2023-01-01" @default.
- W4375834757 modified "2023-10-18" @default.
- W4375834757 title "How Story Plot Affect the Effect of Short Video Marketing" @default.
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- W4375834757 doi "https://doi.org/10.1007/978-3-031-32302-7_2" @default.
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