From Desire to Purchase: The Mechanism of How Integrated Marketing Strategies on Short Video Platforms Affect Consumers' Purchase Path

Abstract

With the rapid development of short-video platforms in modern society, their influence on consumers' decision-making has become increasingly significant. This study focuses on the issue of consumer psychological path transformation in short-video integrated marketing and constructs a three-stage model of "attraction - trust - conversion", exploring how brands with different positioning can utilize short videos to achieve this process. The study employes literature analysis and case study methods to search for existing research results on short-video marketing. It then compares and analyzes the integrated marketing strategies of the popular and affordable brand Perfect Diary and the luxury brand Dior on platforms such as Douyin and Xiaohongshu, based on marketing data. The research results show that Perfect Diary achieves the process of touching consumers' hearts, building trust and converting them through emotional storytelling and social endorsements. Dior, through luxurious narratives, professional endorsements and scarcity marketing strategies, strengthens consumer trust, enhances the sense of experience and provides a sense of inner satisfaction. The conclusion drawn from this study is that consumers' purchasing decisions do not develop along a single path but are influenced by the combined effects of brand positioning, platform mechanisms, and the psychological paths of consumers.