The impact of video content on consumer behavioral engagement: a comparison of the video format and the combined image-text format.

Abstract

With the rise of social media, content marketing is reshaping the cosmetics industry, bringing a host of new opportunities and challenges. As a result, many experiential formats such as video content have proven to be a very useful and more engaging tool than a static image combined with text. The important thing is that it provides enough value for the audience to watch it, review it and share it with their network of people. Despite the growing knowledge about the potential influence of content marketing on consumer engagement, little research addresses the impact of a specific content format, such as video content, on consumers' engagement behaviors towards a brand. Furthermore, behavioral engagement is very context specific, and engagement includes different types of experiences for each social media platform, the results of this thesis lead cosmetic company managers to place more importance on social media, especially on Instagram, and encourage more engagement there. Based on a review of existing literature on video content and by focusing on the explainer type with its key characteristics. This work examines the potential significant role that the medium plays on consumer behaviors toward a brand when involved with a specific product, as well as on brand-related outcomes in the cosmetic industry.