Recommendation and desire to buy：Research on third person effect in short video background

Abstract

With the rapid development of short video platforms such as Douyin, bloggers with tens of millions of followers have started to accept advertisements and promote products, and users have been promoted to buy products. However, in daily communication, we find that netizens can clearly see the intention of taking goods, and still buy based on recommendations when actuallybuying. Based on this, this paper uses the research method of in-depth interview to study why netizens choose to believe the recommendation of bloggers with goods. What are the factors that affect the ability of bloggers to carry goods? In this paper, it is believed that bloggers with the higher number of fans and higher praise rate are better able to carry goods. At the same time, this study puts forward the convergence psychology of advertisement placement in the context of short videos, which is conducive to economic circulation in the context of pandemic.