当代经济管理2025，Vol.47Issue(9)：47-57,11.DOI:10.13253/j.cnki.ddjjgl.2025.09.006
基于U&G理论的品牌嵌入短视频的传播机制研究
Research on the Mechanisms of Brand Integration into Short Videos Based on U&G Theory:The Mediating Role of User Immersion
摘要
Abstract
The rapid growth of the short video industry offers novel opportunities for brand communication.However,existing research mostly focuses on the effectiveness of communication,influencing factors,and strategies,with few studies systematically exploring the underlying mechanisms of how brands can effectively integrate into short videos.Grounded in the User and Gratification(U&G)theory,this study rigorously investigates the impact mechanisms of platform characteristics,content features,and user behaviors on the efficacy of brand integration in short videos.Our results demonstrate that personalized recommendations,along with entertaining and interactive features of short video platforms,considerably influence users'immersive experiences.While personalized and entertaining content may increase immersion,they may not reliably transmit brand information.In contrast,highly interactive video content catalyzes the formation of brand associations,with interactivity serving a mediating role between user immersion and brand as-sociation.These findings suggest that bolstering the interactivity of elements like bullet comments and comment sections can effectively foster brand as-sociations.This study not only provides a theoretical framework and practical insights for refining brand communication strategies in short video settings but also propels new avenues for future research.关键词
U&G理论/短视频特点/用户沉浸/品牌联想Key words
U&G theory/short video features/user immersion/brand association分类
管理科学引用本文复制引用
张杨,陈小燕..基于U&G理论的品牌嵌入短视频的传播机制研究[J].当代经济管理,2025,47(9):47-57,11.基金项目
安徽省教育厅优秀青年人才项目(YQYB2023154) （YQYB2023154）
安徽省教育厅人文社会科学重点项目(2022AH052746). （2022AH052746）
