Impact of Short-Form Video Content (Reels/Shorts) on Consumer Buying Behaviour

Author(s)	Ms. Madhura Avinash Kulkarni
Country	India
Abstract	The rapid growth of short-form video content has significantly reshaped digital marketing practices and consumer engagement patterns. Platforms such as Instagram Reels and YouTube Shorts have gained immense popularity due to their ability to deliver concise, engaging, and visually dynamic content. This study investigates the influence of short-form video content on consumer buying behaviour by integrating behavioural theories with empirical analysis. A conceptual framework, namely the Short-Form Video Influence Model (SFVIM), is developed to examine the impact of engagement, trust, reliability, and influencer credibility on purchase intention. Based on primary data and statistical techniques such as correlation and regression analysis, the findings reveal a strong positive relationship between video exposure and consumer purchase decisions. The study highlights the role of emotional appeal, social proof, and algorithm-driven personalization in shaping consumer behaviour. It contributes to existing literature and offers practical insights for marketers and businesses.
Keywords	Short-form video, Consumer behaviour, Influencer marketing, Purchase intention, Digital marketing, Reels, Shorts
Published In	Volume 7, Issue 2, March-April 2026
Published On	2026-04-01

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