TITLE:
Research on Influencing Factors of Short-Form Video Marketing Effect in Mobile Home Sell
AUTHORS:
Bakirova Tatyana
KEYWORDS:
Short-Form Video, SFV Approach, Marketing
JOURNAL NAME:
Open Access Library Journal,
Vol.12 No.4,
April
24,
2025
ABSTRACT: Short-form video (SFV) marketing serves as an essential consumer engagement tool that proves vital within the mobile home sales industry. This research uses quantitative methods to study how SFV engagement metrics affect viewer interest between Douyin, TikTok, YouTube Shorts and Facebook Reels. Web scraping tools including APIFY for Douyin and Facebook and Python scripts for TikTok and YouTube extracted 185 videos across all platforms. The research analysis combined descriptive statistics with sentiment analysis through NLP (VADER) and regression modelling to determine the influence between engagement rates and consumer interest. The ANOVA test evaluated how strategy for success variations appeared across different platform frameworks. The research data shows that platform algorithms together with content quality create strong relationships between likes and views but weak relationships between comments. The study findings generate practical suggestions that help marketers enhance their SFV approach.