A Comprehensive Study on Impact of Short-Form Video Marketing on Brand Awareness in the Fashion and Lifestyle Industry

The digital revolution has significantly impacted marketing communication strategies across all industries worldwide. Of all the industries, the fashion and lifestyle industry has perhaps received the biggest overhaul due to its high dependency on visual presentation, trends, and emotions. With the proliferation of social media platforms and increasing smartphone penetration rates, short video marketing has emerged as the new marketing communication phenomenon for fashion brands. Short video marketing, which involves video content ranging from 15 to 90 seconds, helps marketers communicate persuasive marketing messages in an efficient manner. The proliferation of social media platforms like Instagram, TikTok, and YouTube has significantly changed the way consumers consume content, particularly for Generation Z and millennial consumers who are accustomed to consuming short video content that is entertaining and interactive. The aim of this research study is to assess the influence of short video marketing on brand awareness within the fashion and lifestyle industry. The research methodology used for this research study is quantitative research methodology, wherein primary data was collected from 250 respondents using a structured questionnaire. The findings of this research study reveal a strong positive correlation between short video marketing and brand awareness metrics. The research concludes that short video marketing is not just a digital marketing phenomenon but a marketing necessity for the growth of brands. The research study makes an important contribution to the academic literature and managerial practice by providing an insight into how fashion brands can effectively utilize short video marketing platforms for enhancing brand equity.