Exploring The Impact Of Multifaceted Stimulus Engagement In Short-Form Videos On Brand Identification And Loyalty - Case Study Of Dior Beauty Vietnam

Abstract

Focusing on Dior Beauty Vietnam, the multifaceted effects of short-form video content on brand recognition and loyalty in the luxury fashion industry are examined in this thesis. This study investigates how aspects of short-form video, such as aesthetic attractiveness, immersive content, and character-based interactive storytelling, impact viewers' emotional experiences by applying the Stimulus-Organ-Response (S-O-R) model. In addition, the thesis examines how these emotions influence brand recognition and loyalty, while investigating brand self-congruity's moderating function. A study of the literature and empirical research utilizing self-administered questionnaires given to Dior Beauty Vietnam's social media consumers are included in the approach. The theories are supported by quantitative data analysis, which demonstrates how character-based interactive storytelling in conjunction with short-form videos' content vividness greatly increases viewers' emotional involvement. The association between video qualities and brand results is mediated by this emotional experiences, and the benefits are amplified by brand self-congruity. This study highlights the ways in which short-form videos influence the purchasing behavior of consumers in the luxury fashion market. It provides marketers with useful guidance on how to produce captivating short-form video content that combines consumers' self-concept with brand image to foster and sustain brand loyalty and increase brand recognition.