Research On The Influence Of Emerging Short Video Playing Platform On Traditional Online Music Platform

With the development of information technology and the changing of people's lifestyle.Tiktok and Kwai,and other new short video playback platforms have been booming in recent years,the growth rate is amazing,and it has become the most important platform for Internet traffic.The emerging short video playing platform has an important impact on the traditional online platform,which is a new topic that cannot be ignored.Short video playing platform is highly active in people's daily life,which has a significant impact on people's social and entertainment,and changes the lifestyle of the users.Meanwhile,the short video broadcast platform shows a strong marketing potential.This thesis focuses on an important topic:what is the impact of short video playing platform on the online music market?It is of great theoretical value to clarify this influence:Expand the traditional online to offline interaction research to online to online interaction,Reveal the impact of emerging short video platforms on traditional platforms.At the same time,it has a strong practical significance on the promotion and operation of short video platform and the operation of online music platform.With the help of statistical analysis and empirical test,this study aims to use real data to study the above issues.We collected the balance panel data of 123 music tracks in a week,In this study,we use the negative binomial regression method and instrumental variable method to study the influence the increasing uses of background music on music reviews in the music platform.The robustness test and further heterogeneity analysis are carried out.The results show that:(1)The background music uses on short video platform has a significant positive effect on the music reviews;(2)After eliminating the possible reverse causality between the background music uses and the music reviews,we found that the music background music uses on the short video platform has a greater impact on the music reviews and the statistical significance is higher;(3)After the robustness test,it is found that the conclusion that the background music use on the short video platform affects the music reviews is still reliable;(4)Further research and analysis show that there is heterogeneity in the influence of the background music uses in short video platform on the music reviews of different music platformsThe significance and contribution of this thesis:extending research to the traditional online to offline interaction to online to online interaction research,analyzing the impact of new short video platform on traditional marketing or entertainment platform,which has great theoretical innovation;It shows the influence of emerging short video platform on entertainment market and product marketing,and makes a quantitative analysis of this influence,reveals the potential of emerging short video platform in marketing,which has a high theoretical significance;The results of heterogeneity analysis show that the impact on different music platforms is different,which has practical significance for the strategic choice of marketing using short video platform.