A Study on the Impact of Short-Form Video Content on Buying Behavior

Short video ads are becoming a more popular marketing tactic due to the quick development of digital media and social networking sites. By conveying captivating and eye-catching messages in a condensed amount of time, short-form video content on social media sites like Facebook, YouTube Shorts, and Instagram Reels has completely changed how marketers interact with consumers. The goal of the current study is to determine the primary elements influencing consumer purchasing behavior and to examine the effects of brief video commercials on customer decisions. Based on fictitious survey data gathered from 200 respondents who are frequent users of social media sites, the study employs a descriptive and analytical research design. To determine their impact on purchase decisions, the study looks at factors such platform preference, influencer presence, emotional content, visual attractiveness, and customer interaction. The data was analyzed using statistical techniques such as regression analysis, correlation, mean score analysis, and percentage analysis. The results of the study show that brief video ads significantly influence consumers’ decisions to buy. Influencer endorsements increased trust and buy intention, although visual appeal and emotional content were found to be the most important determinants. The findings also show a significant positive correlation between consumer purchasing behavior and exposure to brief video ads, especially among younger consumers