Emotional marketing in the digital age: emotional mobilization in short video content and audience interaction

Abstract

With the rapid development of digital media technology, short video has become one of the most popular forms of information dissemination and entertainment in the world. This paper aims to explore the role and significance of emotional mobilization mechanisms and theories in the creation and dissemination of short video content. By analyzing different types of short video content, we study how emotions are mobilized to attract the audience, and the impact of this emotional mobilization on audience behavior. This study first reviews the basic theories of emotional mobilization, including emotion theories from psychological and communication perspectives, and how emotions are manipulated and expressed in short videos. This paper also explores the application of emotional mobilization in short video marketing and social mobilization, assessing its effect and impact in social communication. Studies have found that emotional mobilization plays a dual role in short videos: on the one hand, it can significantly enhance the attractiveness and persuasiveness of information, and promote emotional resonance and behavioral participation of the audience; on the other hand, excessive or improper emotional manipulation may have numerous negative effects on society, mainly in the construction of personal values. Finally, this paper presents prospects for future research to more effectively apply emotional mobilization mechanisms in short video production.