Keywords
Short video marketing
Repurchase intention
Flow experience
Submitted : 2026-03-17
Accepted : 2026-04-01
Published : 2026-04-16
Abstract
This paper focuses on the research of the influence mechanism and strategies of traffic conversion on consumers repurchase intention in short video marketing driven by digital technology. Under the background of digital technology-driven, digital empowerment drives short video marketing of enterprises, aiming at the dual drive of consumers’ value and spiritual needs. Multiple marketing models such as “short video + live streaming” are deeply integrated into short videos, and digital technology is used to innovate content for efficiency and quality improvement, reshape enterprises’ marketing models and realize precise full-chain placement. Based on this, this study expounds the research background of short video marketing and analyzes the influence strategies of short video marketing on converting traffic into consumers’ brand recognition under the background of digital technology driven. Thus, it reveals the mechanism of the effect of short video marketing on consumers repurchase intention under the background of digital technology-driven and provides a reference for the realization of enterprise digital marketing.
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