Effect of short dramas on the purchase intention of young consumer groups for alcoholic drink brands——A qualitative analysis based on grounded theory
Short drama marketing has currently become a new weapon to capture the minds of young consumers. In this study, a mixed research was conducted, focusing on the influencing factors and internal mechanisms of short dramas on the purchase intention of alcoholic drink brands among young consumer groups....
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Editorial Department of China Brewing
2025-06-01
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| Series: | Zhongguo niangzao |
| Subjects: | |
| Online Access: | https://manu61.magtech.com.cn/zgnz/fileup/0254-5071/PDF/0254-5071-2025-44-6-304.pdf |
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| Summary: | Short drama marketing has currently become a new weapon to capture the minds of young consumers. In this study, a mixed research was conducted, focusing on the influencing factors and internal mechanisms of short dramas on the purchase intention of alcoholic drink brands among young consumer groups. Through exploratory interviews with 28 representative young consumers and the application of the grounded theory, it was coded and found that imaginative role-taking, cognitive role-taking, plot coherence and conflict, perceived enjoyment and usefulness, and brand recognition could affect the purchase intention of alcoholic drink brands among young consumer groups. Three key configuration paths of imagination-coherence-oriented (0.901 167), cognition-conflict-oriented (0.915 392) and perceived value-oriented (0.913 781) were identified through qualitative comparative analysis, revealing the significant role of multi-factor synergy in purchase intention, and making up for the shortcomings of existing research in the in-depth analysis of alcoholic drink brand short dramas. The purpose of this study was to provide precise strategic guidance for liquor enterprises in short drama marketing, help them optimize short drama content creation, brand management, and communication and promotion strategies according to the psychological and behavioral characteristics of young consumers in a highly competitive market, strengthen the connection between brands and young groups, effectively enhance the sales and influence of alcoholic drink products in the youth market, and promote the sustainable development of alcoholic enterprises. |
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| ISSN: | 0254-5071 |