Research on the Impact of "Cuteness" Perception of anime Short Video on Customer Integration: Theoretical Analysis and Relationship Exploration

Yunxia  Su

doi:10.54691/ygvxxa47

Authors

Yunxia Su

DOI:

https://doi.org/10.54691/ygvxxa47

Keywords:

Anime; Short videos; cuteness; Customer integration.

Abstract

Anime short videos are increasingly important in enterprise marketing, but the impact mechanism of their "cuteness" perception on customer integration needs to be further studied. Based on the resource conservation theory and experiential integration marketing theory, this study deeply analyzes the relationship between the anime short video "cuteness" perception and customer integration, and discusses the role of positive emotions and quasi social relations in it. Research has found that the perception of "cuteness" has a positive impact on customer integration, with positive emotions and quasi social relationships acting as intermediaries and chain intermediaries, providing theoretical basis and practical guidance for enterprise marketing.

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