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International Journal of Science, Strategic Management and Technology

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A STUDY ON THE ROLE OF SNACKABLE CONTENT IN SHAPING CONSUMER ATTENTION, ENGAGEMENT, AND BUYING INTENT IN DIGITAL MARKETING AT HIREHAPPIE, BANGLORE

AUTHORS:
K. DINESH
Mentor
S. MANJULA DEVI
Affiliation
Department of Business Administration, Rathinam Technical Campus, Coimbatore
DOI: 10.55041/ijsmt.v2i5.424
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

The study focuses on the role of snackable content in shaping consumer attention, engagement, and buying intent in digital marketing with special reference to Hire Happi, Bangalore. Snackable content such as reels, short videos, memes, and carousels has become an important digital marketing strategy due to changing consumer preferences and reduced attention span.


The study was conducted using primary data collected from 130 respondents through a structured questionnaire. Statistical tools such as Percentage Analysis, Chi-Square Analysis, and Correlation Analysis were used for data interpretation.


The findings reveal that snackable content significantly improves consumer engagement and positively influences buying intention. The study concludes that creative, visually attractive, and audience-oriented snackable content strategies help businesses improve brand visibility, customer interaction, and marketing effectiveness in the digital environment.

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PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 05
Review Rounds:
2
Article Type:
Research Article
Publication Date:
May 25 2026
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DINESH, K. (2026). A Study on the Role of Snackable Content in Shaping Consumer Attention, Engagement, and Buying Intent in Digital Marketing at Hirehappie, Banglore. International Journal of Science, Strategic Management and Technology, 02(05). https://doi.org/10.55041/ijsmt.v2i5.424

DINESH, K.. "A Study on the Role of Snackable Content in Shaping Consumer Attention, Engagement, and Buying Intent in Digital Marketing at Hirehappie, Banglore." International Journal of Science, Strategic Management and Technology, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i5.424.

DINESH, K.. "A Study on the Role of Snackable Content in Shaping Consumer Attention, Engagement, and Buying Intent in Digital Marketing at Hirehappie, Banglore." International Journal of Science, Strategic Management and Technology 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i5.424.

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Ethics and Compliance
✓ All ethical standards met
This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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