{"id":"https://openalex.org/W4403351288","doi":"https://doi.org/10.1145/3695080.3695129","title":"Research on the Influence of Short Video Marketing Strategies on Its Communication Effect--An Empirical Analysis Based on Hangzhou Asian Games Brand Weibo Short Video","display_name":"Research on the Influence of Short Video Marketing Strategies on Its Communication Effect--An Empirical Analysis Based on Hangzhou Asian Games Brand Weibo Short Video","publication_year":2024,"publication_date":"2024-07-26","ids":{"openalex":"https://openalex.org/W4403351288","doi":"https://doi.org/10.1145/3695080.3695129"},"language":"en","primary_location":{"id":"doi:10.1145/3695080.3695129","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3695080.3695129","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 2024 International Conference on Cloud Computing and Big Data","raw_type":"proceedings-article"},"type":"conference-paper","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":null,"display_name":"Xuan Liu","orcid":"https://orcid.org/0009-0007-4128-7385"},"institutions":[{"id":"https://openalex.org/I75689368","display_name":"Communication University of China","ror":"https://ror.org/04facbs33","country_code":"CN","type":"education","lineage":["https://openalex.org/I75689368"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Xuan Liu","raw_affiliation_strings":["School of Economics and Management, Communication University of China (CUC), China"],"raw_orcid":"https://orcid.org/0009-0007-4128-7385","affiliations":[{"raw_affiliation_string":"School of Economics and Management, Communication University of China (CUC), China","institution_ids":["https://openalex.org/I75689368"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5114193949","display_name":"Luyi Liang","orcid":null},"institutions":[{"id":"https://openalex.org/I150468666","display_name":"Emory University","ror":"https://ror.org/03czfpz43","country_code":"US","type":"education","lineage":["https://openalex.org/I150468666"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Luyi Liang","raw_affiliation_strings":["Undergraduate student, Oxford College of Emory University, the United States"],"raw_orcid":"https://orcid.org/0009-0006-3301-3248","affiliations":[{"raw_affiliation_string":"Undergraduate student, Oxford College of Emory University, the United States","institution_ids":["https://openalex.org/I150468666"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"278","last_page":"283"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11197","display_name":"Digital Games and Media","score":0.9936000108718872,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11197","display_name":"Digital Games and Media","score":0.9936000108718872,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11439","display_name":"Video Analysis and Summarization","score":0.993399977684021,"subfield":{"id":"https://openalex.org/subfields/1707","display_name":"Computer Vision and Pattern Recognition"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T11574","display_name":"Artificial Intelligence in Games","score":0.9932000041007996,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.5524892210960388},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.5110782384872437},{"id":"https://openalex.org/keywords/asian-games","display_name":"Asian games","score":0.46083834767341614},{"id":"https://openalex.org/keywords/empirical-research","display_name":"Empirical research","score":0.42242342233657837},{"id":"https://openalex.org/keywords/marketing-communication","display_name":"Marketing communication","score":0.41072744131088257},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.3815343379974365},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.36803722381591797},{"id":"https://openalex.org/keywords/statistics","display_name":"Statistics","score":0.09968730807304382},{"id":"https://openalex.org/keywords/mathematics","display_name":"Mathematics","score":0.09668794274330139}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5524892210960388},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5110782384872437},{"id":"https://openalex.org/C3020315727","wikidata":"https://www.wikidata.org/wiki/Q483463","display_name":"Asian games","level":2,"score":0.46083834767341614},{"id":"https://openalex.org/C120936955","wikidata":"https://www.wikidata.org/wiki/Q2155640","display_name":"Empirical research","level":2,"score":0.42242342233657837},{"id":"https://openalex.org/C2992496598","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Marketing communication","level":2,"score":0.41072744131088257},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3815343379974365},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.36803722381591797},{"id":"https://openalex.org/C105795698","wikidata":"https://www.wikidata.org/wiki/Q12483","display_name":"Statistics","level":1,"score":0.09968730807304382},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.09668794274330139}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/3695080.3695129","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3695080.3695129","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 2024 International Conference on Cloud Computing and Big Data","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":3,"referenced_works":["https://openalex.org/W41554520","https://openalex.org/W1985759455","https://openalex.org/W2039842578"],"related_works":["https://openalex.org/W2357567052","https://openalex.org/W2995525284","https://openalex.org/W2353919894","https://openalex.org/W2347787465","https://openalex.org/W2349338939","https://openalex.org/W2371940069","https://openalex.org/W2274042465","https://openalex.org/W2372469090","https://openalex.org/W214002612","https://openalex.org/W2355810107"],"abstract_inverted_index":{"This":[0],"paper":[1,27],"investigates":[2],"the":[3,12,47],"impact":[4,48],"of":[5,49],"microblog":[6],"video":[7],"marketing":[8],"on":[9],"communication":[10],"during":[11],"19th":[13],"Hangzhou":[14],"Asian":[15],"Games.":[16],"Through":[17],"least":[18],"squares":[19],"and":[20,31,42,59,65],"linear":[21],"regression":[22],"with":[23],"mathematical":[24],"modeling,":[25],"this":[26],"finds":[28],"that":[29],"emotional":[30],"immersive":[32],"strategies,":[33],"including":[34],"character":[35],"stories,":[36],"event":[37],"themes,":[38],"celebrity":[39],"effects,":[40],"technology,":[41],"interaction,":[43],"can":[44],"significantly":[45],"enhance":[46,63],"brand":[50],"videos.":[51],"Brands":[52],"should":[53],"utilize":[54],"personal":[55],"charisma,":[56],"topic":[57],"relevance":[58],"interactive":[60],"engagement":[61],"to":[62],"image":[64],"influence":[66]},"counts_by_year":[],"updated_date":"2026-07-14T23:27:15.235271","created_date":"2025-10-10T00:00:00"}