The Impact of short video advertising of rational appeal in Social Media on Consumers' Attitudes toward Advertising and Purchase Intention

The research divides short video advertisements in social media into rational appeal advertising and emotional appeal advertising. It takes rational appeal advertising as the research object, selects Need for cognition of consumer, advertising characteristics and persuasive knowledge as independent variables, and considers the consumer's attitude toward advertising and purchase intention are analyzed as dependent variables. The research results show that, in terms of the impact on attitude toward advertising, the informational and credibility of advertising characteristics, as well as the defense attitudes of consumer in activation persuasion knowledge, have a positive impact on attitude toward advertising, and the defense attitudes of consumer have the greatest impact. information content suitability in activation persuasion knowledge and gender in demographic characteristics have a negative impact on attitude toward advertising. In terms of the impact on purchase intention, the informational and credibility of advertising characteristics, and the defense attitudes of consumer in activation persuasion knowledge all have a positive impact on attitude toward advertising, of which the defense attitudes of consumer has the greatest impact.