A Study of Mobile Short Video Brand Experience on User Loyalty

Abstract

Purpose – This study examines how to meet the needs of users, improve user satisfaction, form user loyalty, and obtain greater user retention. Design/Methodology/Approach – This study selects users on mobile short video platforms as the research object, and conducts research from the new perspective and field of brand experience of short video application, using user loyalty theory as a framework to study the relationship between brand experience, user satisfaction, brand personality, and loyalty to test the mediating role of user satisfaction, and to explain the moderating role of brand personality in each variable. Findings – All brand experience positively influences user satisfaction. User satisfaction positively influences user loyalty. Brand experience positively influences user loyalty. User satisfaction plays a mediating role in the relationship between brand experience and user loyalty. Brand personality positively moderates the influence of brand experience on user loyalty. Brand personality positively regulates the mediating role of user satisfaction in the relationship between brand experience. Research Implications – The study puts forward some management suggestions and user promotion marketing suggestions for mobile short video companies to gain a place in the short video market.