Xindi Liu

Zibo Polytechnic University

Abstract：

Against the backdrop of the evolving digital media environment, short-video platforms, with their characteristics of high frequency, strong interactivity, and rapid dissemination, have become vital arenas for contemporary marketing communication. However, due to the inherent time constraints of short videos and the reality of users’ scattered attention, marketing content often presents a highly “fragmented” nature. While fragmented information can quickly attract attention within a short period, it poses challenges in conveying systematic value and shaping complete brand meaning. Therefore, how to effectively integrate fragmented marketing information in the context of short-video communication and further promote the meaning construction between brands and users has become a pressing issue for both academia and industry. Drawing on the interdisciplinary perspectives of communication studies, semiotics, and marketing, this study systematically explores the characteristics of fragmented information in short-video communication, analyzing its manifestations in content, user reception psychology, and algorithmic distribution. It further proposes strategies for information integration and pathways for meaning construction. Through case analysis and theoretical interpretation, this paper argues that only through cross-media resource integration, narrative reconstruction, and the optimization of user participation mechanisms can brands achieve holistic presentation and deep resonance of brand value within fragmented communication. This study not only expands the theoretical horizons of short-video marketing research but also provides practical pathways for enterprises to enhance brand communication effectiveness in the digital era.

Key Words：

short-video communication; fragmented information; marketing integration; meaning construction; brand communication