A Study on the Communication Effect of 'Domestic Brand' Label in Douyin Short Videos-Taking Perfect Diary as an Example

DOI: https://doi.org/10.62517/jnme.202610503

Author(s)

Siyi Liu

Affiliation(s)

Business Administration-Finance, Hong Kong Baptist University, Hong Kong, China

Abstract

With the rise of domestic brands and the increasing national cultural confidence, the "domestic brand" story has become a core symbol in short-video marketing. On short-video platforms, people generally use hashtags to bring in traffic. At present, there is no quantitative empirical research on the attention-spreading effect of short videos. This paper takes Perfect Diary, a well-known domestic beauty brand, as the subject. The sample consists of 50 short videos relevant to Perfect Diary from Douyin over two months. We divide the sample into an experimental group (with the "domestic brand" tag) and a control group (without the tag). We use views and likes as indicators of user attention and emotion. We conduct data analysis using descriptive statistics and independent samples t-test. Clearly, we separate likes, which only represent the user's very superficial attention and cultural emotional identification, from actual consumption conversion, which needs to be measured separately by purchase data associated with the product page. In this study, we only discuss the interactive effect of the "domestic brand" tag on short video exposure and emotion. The empirical result shows that the average video views and average likes in the experimental group are significantly higher than those in the control group, and the p-value from the t-test is below 0.05, which means that the "domestic brand" tag can significantly improve user exposure and emotion for Perfect Diary's short videos. Practically, this study can provide data-driven operational understanding for creators and brands in the domestic beauty sector regarding the usage of the hashtag. The limitation is that our sample is only from one source; we cannot observe real purchase conversion and cannot fully control outside confounding variables. Future research directions are to expand across categories, analyze interactions among multiple marketing elements, and track conversion data.

Keywords

Domestic Brand; Short Video Marketing; Hashtag; User Engagement; Douyin; Perfect Diary

References

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