A Study on the Impact of Value Co-creation in Short Video Content Marketing on User Behavior

Abstract

With the rise of short video platforms, the content marketing model has gradually shifted from one-way dissemination to value co-creation characterized by two-way interaction between brands and users. This study focuses on the mechanism through which value co-creation in short video content marketing influences user behavior. By deconstructing the dimensions of value co-creation, analyzing the mediating psychological paths of users, and observing explicit behavioral outcomes, a theoretical model of "behavior-psychology-outcome" is constructed. The research finds that value co-creation, through three dimensions-user-generated content, brand interaction and response, and community meaning construction-triggers core psychological mechanisms in users, such as psychological ownership, internalization of perceived value, and community identification. These psychological mechanisms ultimately lead to behavioral outcomes including deepened user participation, networked content diffusion, and sustained co-creation willingness. This study provides theoretical foundations and practical insights for brands to optimize their short video marketing strategies.