숏폼(Short-form)을 활용한 창업기업의 디지털마케팅이 구매의도와 추천의도에 미치는 영향: 브랜드태도의 매개 효과

As digital technology evolves and consumers shift their information processing to online, startups need new strategies to maximize their experience and market effectively. Short-form content, with its low production costs and rapid dissemination, has become a tool for startups to take a greater role in digital marketing. This study focuses on the importance of short-form content in the marketing strategy of startups, analyzes its impact on consumers' purchase intention and recommendation intention, and empirically examines its impact on brand attitude. The study categorized short-form content characteristics into playfulness, credibility, creativity, and interactivity to examine the impact of each characteristic on brand attitude, and further analyzed the impact of brand attitude on consumers' purchase intention and recommendation intention. The data was collected through a survey, and the empirical analysis yielded the following results. First, the playfulness, credibility, and interactivity of short form content positively influenced brand attitude. Creativity had no significant effect on brand attitude. Second, positive brand attitude had a positive effect on both purchase intention and recommendation intention, i.e., the more positive the perception of the brand, the more likely consumers were to purchase the product and recommend it to others. Third, brand attitude was found to mediate the relationship between short-form content characteristics and purchase intention and recommendation intention. This means that short-form content not only directly affects purchase and recommendation intentions, but also strengthens them by creating a positive attitude toward the brand. This suggests that startups can use short-form content marketing to increase brand awareness and build positive consumer attitudes to increase purchase and recommendation intentions.