Research on the Buying Behavior affect Short Video Marketing to Gen Z Consumers in the Fashion Industry of Guangdong China


  • Hao wan Jose Rizal University, Philippines


: Brand Awareness, Consumer Behavior, Content Quality, Endorsement, Perceived Value, Video Marketing,


In recent years, with the proliferation of mobile smart devices and the development of 5G technology, people's entertainment consumption habits have grown more diversified and quicker, and they are more receptive to fragmented and low-threshold communication formats. This gives rise to short videos.  Based on the high-density and high-efficiency information distribution benefits of Internet technology, short videos provide sufficient creative marketing area for brands and businesses. Numerous companies and businesses spend much in short films due to their high visitor volume. It has had a significant influence, and short films have become an essential marketing and competitive tool for large brands and businesses.  This study combines electronic word-of-mouth, KOL endorsement, content quality, and brand awareness with the mediating function of perceived value to investigate the link between short-form video marketing and consumer purchasing behavior. This study focuses on short video marketing, which extends the empirical explanations of current consumer purchasing behavior theories and has definite reference relevance for short video marketing of linked brands or businesses. Short video marketing has a significant relationship to brand awareness. The results demonstrate that brand awareness affects short video marketing positively.  Short video marketing has a significant relationship to consumer perceived value.  It is shown that consumer perceived value affects short video marketing positively.  Ultimately, the results show that brand awareness has a significant relationship to consumer perceived value.


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How to Cite

wan, H. (2024). Research on the Buying Behavior affect Short Video Marketing to Gen Z Consumers in the Fashion Industry of Guangdong China. International Journal of Management and Education in Human Development, 4(01), 1127–1131. Retrieved from