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초록
영어
In recent years, the Internet market penetration of short videos has been increasing.In addition, under the influence of the epidemic in 2020, not only web celebrity live broadcast, but also more bricks-and-mortar stores have launched live broadcast to advertise and sell products. However, the degree of customer participation in live broadcast is different.This paper mainly analyzes customer engagement from the perspective of douyin advertising and provides strategies for the development of the short video industry.
목차
Abstract1
I. INTRODUCTION
II. LITERATURE REVIEW
III. ANALYSIS OF INFLUENCING FACTORS OF CUSTOMER PARTICIPATION BEHAVIOR
A. From the perspective of douyin algorithm
B. From the perspective of advertising content
C. From the perspective of advertisers
IV. STRATEGIES TO IMPROVE CUSTOMER ENGAGEMENT
A. Advertising push: arouse interest in watching and expand the range of advertising radiation
B. Advertising content: strengthen content innovation to form core competition
C. The advertisers
REFERENCES
I. INTRODUCTION
II. LITERATURE REVIEW
III. ANALYSIS OF INFLUENCING FACTORS OF CUSTOMER PARTICIPATION BEHAVIOR
A. From the perspective of douyin algorithm
B. From the perspective of advertising content
C. From the perspective of advertisers
IV. STRATEGIES TO IMPROVE CUSTOMER ENGAGEMENT
A. Advertising push: arouse interest in watching and expand the range of advertising radiation
B. Advertising content: strengthen content innovation to form core competition
C. The advertisers
REFERENCES
저자정보
참고문헌
자료제공 : 네이버학술정보