SHS Web Conf.
Volume 163, 20232023 8th International Conference on Social Sciences and Economic Development (ICSSED 2023)
|Number of page(s)
|Marketing and Organizational Behavior Management
|28 April 2023
Marketing Strategy and Customer Engagement Analysis of Catering Brands – From Short Video Perspective
College of Foreign Languages, Civil Aviation University of China, Tianjin, China
* Corresponding author: Aidan.firstname.lastname@example.org
In recent years, with the popularity of short video platforms, more and more peo-ple tend to use short videos to share their lives. In the catering industry, many phenomenal pop videos created by many catering brands are continuously shared on the short video platform, which has brought about a doubling of brand reve-nue. In order to specifically explore the relationship between short videos and ca-tering marketing, in this paper, we first design a questionnaire and collected hun-dreds of samples. Then, based on the samples, we analyze the users’ preferences for catering brands and related short video attributes. We also analyze the correla-tion between user attributes, sharing behavior, and customer engagement. Finally, we establish a discriminant model, a machine learning method, to predict users’ sharing and visiting behaviors according to their attributes. The experimental re-sults show the effectiveness of our method.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0 (https://creativecommons.org/licenses/by/4.0/).
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