A Study on the Strategies of Short-Video Platforms for Corporate Brand Building in the Context of the Digital Economy

DOI: https://doi.org/10.62517/jnme.202510503

Author(s)

Genyu Zhang*

Affiliation(s)

Baise University, Baise, Guangxi, China *Corresponding Author

Abstract

This study aims to explore the mechanisms through which short-video platforms influence corporate brand building and the corresponding marketing strategies in the context of the digital economy. By combining literature review and theoretical analysis, this paper synthesizes research findings on corporate brand building, digital marketing, and short-video marketing, and constructs a path model illustrating how short videos affect brand awareness, brand recognition, brand trust, and brand loyalty. The results indicate that short-video platforms, with their visual appeal, brevity, and high interactivity, effectively enhance brand awareness; they strengthen brand recognition through narrative and contextualized content; and they reinforce brand trust and loyalty via user engagement and community participation. Based on these findings, enterprises should develop systematic strategies for short-video marketing, including creative content design, data-driven optimization, cross-platform integration, and continuous performance evaluation, to achieve long-term brand value enhancement. The conclusions of this study demonstrate that short videos have become a crucial tool for corporate brand building in the digital economy, significantly improving market competitiveness, and providing theoretical reference for future research on brand strategies integrated with big data and artificial intelligence technologies.

Keywords

Digital Economy; Short-Video Marketing; Corporate Brand Building; Brand Recognition; Brand Loyalty

References

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