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Stream/Area:
-
Subject:
-
Paper ID:
10.55041/IJSREM.GSTCOS118
Volume:
10 |
7 |
Jul 2026
Pages:
1-8
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Student of MBA,
CMR Institute of Technology, Hyderabad, Telangana, India.
Assistant Professor of MBA,
CMR Institute of Technology, Hyderabad, Telangana, India.
The rapid growth of social media platforms has transformed the way businesses communicate with consumers, with Instagram emerging as one of the most influential digital marketing channels. Among its various features, short-form video advertisements have gained significant popularity due to their engaging, visually appealing, and interactive nature. These advertisements have become an effective tool for brands to capture consumer attention, create product awareness, and influence purchasing decisions. This study examines the impact of short-form video advertisements on consumer buying behaviour with reference to Instagram users in Hyderabad City. The research aims to analyse how these advertisements affect consumer interest, purchase intention, and actual buying decisions. It also investigates the key factors within short-form video advertisements, such as content quality, creativity, relevance, entertainment value, and influencer presence, that contribute to consumers' purchase intentions.
KEYWORDS
The study concludes that customers in Hyderabad City are greatly influenced by Instagram short-form video advertisements. The majority of respondents regularly watch Instagram Reels, and they are influenced by things like unique content, influencer recommendations, captivating images, and exclusive offers. These advertisements influence consumers' final decisions to buy, increase their inclinations to buy, and help them find new products. Instagram short-form video advertising is therefore an effective digital marketing tactic for increasing brand recognition and promoting consumer purchases
• Pew Research Center. (2024). Social Media and Consumer Behavior Research. • Kumar, N., & Reddy, P. (2024). Influence of short-form video content on consumer decision-making in India. • Meta Platforms, Inc. (2024). Instagram Business Marketing Solutions. Retrieved from https://business.instagram.com • Gupta, A., & Verma, S. (2023). Effectiveness of Instagram Reels advertising on consumer buying behaviour. Journal of Digital Marketing and Consumer Research, 11(1), 22–34. • World Advertising Research Center (WARC). (2024). Social Media Advertising Trends Report. Retrieved from https://www.warc.com
Publication Date
7/4/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
Funding Information
No funding information available for this research.
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