Chinese Drama Short Video Ad Persuasion Strategy in Building Audience Response on TikTok

Fauzi Rizal Kurniawan; Lisa Mardiana

doi:10.34050/000qeq03

Authors

Fauzi Rizal Kurniawan Universitas Dian Nuswantoro
Lisa Mardiana Universitas Dian Nuswantoro

DOI:

https://doi.org/10.34050/000qeq03

Keywords:

audience response, digital ads, short video Chinese dramas, persuasion strategies, TikTok

Abstract

The development of digital technology and social media has changed people's entertainment consumption patterns, one of which is through the emergence of short Chinese drama video ads on TikTok that utilize short durations, emotional conflicts, and cliffhanger techniques to attract the attention of audiences. This study aims to analyse the audience's response to Chinese short video drama ads on TikTok which includes cognitive, affective, and behavioral aspects and identify persuasion strategies used to attract audience interest. The research uses a qualitative approach with a descriptive method. Data were obtained through in-depth interviews, non-participatory observations, documentation, and literature studies of 26 informants selected using purposive sampling techniques. Data analysis was carried out using the interactive model of Miles, Huberman, and Saldaña through the stages of data reduction, data presentation, and conclusion drawn. The results showed that cognitive responses were characterized by attention, understanding, and curiosity about the storyline, affective responses were shown through emotional involvement due to conflict and attractive visual presentations, while behavioral responses were manifested in the act of liking, commenting, following accounts, searching for drama titles, and watching follow-up episodes on other platforms. In addition, persuasion strategies in the form of emotional conflicts, cliffhanger techniques, interesting scene selection, and TikTok's For You Page (FYP) algorithm support have proven to be effective in increasing audience attention, engagement, and active behavior towards Chinese short drama videos.

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