Research on the Mechanism of Digital Marketing Based Short Video Influences Spectator Behavior in Mass Sports Events

DOI: https://doi.org/10.62517/jmsd.202612502

Author(s)

Feiping Liu, Shuangqi Cao, Bowen Wang

Affiliation(s)

Physic Education Department of Wuhan Institute of Technology, Wuhan, Hubei, China

Abstract

In the digital era, short videos have become a core carrier of digital marketing, profoundly reshaping the communication ecology and audience viewing behavior patterns of mass sports events. Taking Guizhou Village Super League as a single case, this paper adopts literature review, semi-structured interview and thematic analysis. Drawing on the SIPS consumer behavior model, a three-dimensional analytical framework of “content triggering——experience construction——behavior transformation” is established to explore the internal mechanism how digital marketing based short videos influences spectator behavior of mass sports events. The results show that digital marketing based short videos drives the generation and iteration of spectator behavior through three pathways. Content triggering is realized by emotional narratives and local cultural-symbol communication to arouse audience resonance and information identification. Scenario-based short videos resources and immersive live streaming reconstruct online viewing experience and promote deep psychological involvement of audiences. Social interaction and UGC content co-creation contribute to behavior transformation, motivating audiences to shift from online attention to offline stadium attendance and cultural, tourism and sports consumption. UGC content produced by audiences flows back into the content pool and forms a “communication——spectating” interactive feedback loop to continuously expand communication influence. Different from professional sports events which rely on star athletes and competitive suspense for short videos marketing, mass sports events represented by Guizhou Village Super League take local emotional bonds and intangible cultural heritage as core drivers and form an all domain resonance communication pattern led by user generated content. This study expands the application scope of the SIPS model in mass sports research and identifies new characteristics of audience behavior for rural sports events empowered by digital technology. It provides theoretical reference and practical suggestions for short videos digital marketing of similar domestic rural mass sports events.

Keywords

Short Video; Digital Marketing; Mass Sports Events; Guizhou Village Super League; Spectator Behavior; Mechanism

References

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