FROM ENGAGEMENT TO CONVERSION: ASSESSING THE ROLE OF SHORT FORM VIDEO MARKETING IN CONSUMER BEHAVIOUR
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The fast adoption and growth of short form video marketing channels like Instagram Reels and YouTube Shorts have led to the transformation of digital marketing and consumer behaviour. The aim of this study is to find the effect of short-form video marketing on consumer purchase decision. The study focuses on the aspect of 'Swipe, Scroll & Shop', one of the most common aspects seen in the behaviour of digital consumers. Various elements affecting the purchase decisions include creativity, influence of influencers in the video, authenticity, emotions and calls-to-action. The primary target group of this study is urban consumers and they form the sample group in this study. Data is obtained from these urban consumers by means of structured questionnaires. The analysis has shown that short-form video marketing has a significant role to play in increasing brand awareness, product recall and impulse purchases and thereby impacting consumer purchase decision.
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KRISHNA, K. S. (2026). From Engagement to Conversion: Assessing the Role of Short Form Video Marketing in Consumer Behaviour. International Journal of Science, Strategic Management and Technology, 02(04). https://doi.org/10.55041/ijsmt.v2i4.359
KRISHNA, KANDE. "From Engagement to Conversion: Assessing the Role of Short Form Video Marketing in Consumer Behaviour." International Journal of Science, Strategic Management and Technology, vol. 02, no. 04, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i4.359.
KRISHNA, KANDE. "From Engagement to Conversion: Assessing the Role of Short Form Video Marketing in Consumer Behaviour." International Journal of Science, Strategic Management and Technology 02, no. 04 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i4.359.
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