Understanding Emotional Attachment and Media Engagement: An Analysis of Attachment Theory in the Context of Douyin Beauty and Fashion Short among Chinese Young Females

Abstract

As an analytical theory of the emotional relationship between individuals and others, attachment theory can analyze the essence of attachment behaviour in Chinese women's short videos and discover the practical effects of attachment theory. This paper takes Douyin's short videos of beauty and fashion as the research object, collects data with the help of questionnaires and actual surveys, and studies the relationship between emotional dependence and media investment through regression analysis. According to the theory of emotional dependence and media input, the independent variable indicators of enthusiasm, viewing time, and video concentration were determined, and the dependent variable indicators of video attachment were determined and analyze. The results showed a correlation between the independent variable index and the dependent variable index, and the independent variable index was independent of each other, proving that the emotional dependence theory and media investment strategy would make young girls' videos dependent on beauty and fashion short videos. Therefore, beauty product manufacturers can formulate sales plans based on the theory of emotional dependence and media investment strategies to increase young female consumers' dependence on beauty products and increase the sales of fashion products.