The Impact of ACGN Short Video Marketing Strategy on Customer Engagement

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特约责任编辑：古文

（School of Management，Wuhan Textile University，Wuhan 430073，Hubei，China）

Abstract：ACGN includes animation，comics，game，novel and other peripheral cultural products. ACGN culture has become one of the popular culture of young people. With the rising power of young consumer groups，ACGN has become a sharp tool for brand rejuvenation and an important method to attract customer engagement. However，in the existing marketing literature，there is still a lack of research on ACGN marketing. At present，it is important for brands to adapt to the preference of young consumers and attract customers to co-create value with the brand. It is of great practical significance to study the impact of ACGN short video marketing on customer engagement. The authors aim to explore the influence of ACGN short video marketing tactics (ACGN short video experience management and co- creation management) on customer identification and customer engagement，based on customer engagement management marketing. Data was collected through 516 valid questionnaires，and hypotheses were tested by SPSS and AMOS. The results show that both ACGN short video experience management and cocreation management affect customer engagement through customer identification. Among them，co-creation management plays a more important role than ACGN short video experience management，gender moderates the relationships between customer identification and customer engagement. Companies should enhance the attractiveness of ACGN short video to target consumers， strengthen the interaction with young consumers，and provide support and timely feedback to consumers’participation in value co- creation activities. In addition，companies also need to pay attention to consumers’identification of ACGN short video marketing，and pay close attention to the different needs of ACGN short videos of consumers with different characteristics，so as to further improve the effectiveness of ACGN short video marketing.

Key words：ACGN；short video；customer engagement；customer identification；brand rejuvenation