Research on the Influence of Online Video Bullet-screen Advertising Marketing on Consumers' Purchasing Intention

Abstract

With the development of science and technology, the world has entered a new information age. The novel marketing method of network advertising makes traditional advertising more and more marginalized. Bullet screen advertising undoubtedly makes this Internet age a representative advertising marketing model. It has the characteristics of wide advertising coverage, strong pertinence, good concealment and considerable effect. This paper takes video apps of various online bullet screens as research objects to study the influence of launching bullet screen advertisements on the online video platform on audience buying intention. This paper mainly analyzes the factors influencing consumers' acceptance of brand in bullet screen advertising, and establishes the relationship model of three dimensions of bullet screen advertising marketing, consumers' brand attitude and consumers' purchase intention by combining with the characteristics of screen video advertising and by studying specific objects. This paper collects data through questionnaire survey and conducts data analysis with SPSS to test the relationship between variables. Through empirical research, it is proved that whether the text content style, launch time and correlation degree of video content emotion of bullet screen advertisements have positive effects on consumers' purchase intention. This paper provides an effective reference value for enterprises to open up new advertising marketing channels and provides suggestions for their subsequent development. Keywords—Network Video Platform, Bullet-Screen Advertising; Brand Attitude; Purchase Intention