The impact of video marketing in social media on consumer perception and expected behavior

Abstract

The emergence of mobile short video challenges the company to become the sole creator of marketing messages. The purpose of this research is to explore the impact of user-generated video (UGV) and agent-generated video (AGV) on viewer perception. With this goal in mind, an experimental study was conducted. 388 participants were asked to watch the video and used questionnaires to collect feedback data after watching the video. Based on the analyses of research data, the results show that user-generated videos are generally not better than agent-generated videos. Compared with agent-generated videos, mobile users have a much greater positive impact on source credibility and expertise. This research shows that user-generated videos generally have higher source credibility than agent-generated videos, and therefore have a greater impact on expected behavior. The results of this study compare the advantages of user-generated content with those of agency-generated content. The researcher suggests that proxy video creators should further improve the authenticity of their videos, while user video creators should further improve the quality of their videos.

An Independent study submitted in partial fulfillment of the requirements for the Master,s Degree of Arts in Human Resource Development and Management of International College, Rajamangala University of Technology Krungthep Academic Year 2021