Research on the Influencing Mechanism of Vlog Content Marketing on Consumer’s Brand Identity and Purchase Intention

Abstract

With the advent of the 5G era, the Vlog social mode has also ushered in a third form. Branding businesses keep up with the times and gradually shift their marketing methods from traditional media to Internet media. They use content marketing in Vlog to interfere with consumers' brand identity and affect consumers' purchase intentions ultimately. Combining with the three-stage theoretical influence factor model of content marketing, this paper takes Vlog users as the research objects, and carries out the research from multiple dimensions of functional content, entertainment content, social interactive content, brand engagement content, self-actualization content, and emotional content. Also, this paper explores the heterogeneous tendency of the sample groups in purchase intention, analyzes the correlation and influence mechanism between brand identity and purchasing intention, and finally puts forward countermeasures and suggestions.