Abstract

Content creation has become one of the most powerful forms of communication in our current era of digitalization and media. It is essential to understand content creation's impact within public relations, as it is an entirely new way of connecting with people, particularly when it comes to our existing environment. Content has the ability to convey messages, which bolsters engagement with publics and stakeholders and overall helps to maintain brand image and reputation. When creating content, creators have the ability to tell a story, which has proven to be much more engaging in video form as opposed to other forms of media such as text or advertisement banners. Short-form content such as TikTok videos have the ability to foster a strong and reputable relationship with viewers, in turn creating a positive brand image. This researcher focuses on content creation in short-form videos and how it has impacted the realm of public relationships, specifically focusing on the relationships between influencers, brands, and consumers. Most of the research focuses on brand image theory, a theory developed by Philip Kolter, and how having a positive brand image will positively impact influencers, consumers, and brands on social media.