Influence of Short Form Video Marketing on Consumer Purchase Behaviour: A Study on

Short form video platforms such as Instagram Reels, YouTube Shorts, and Moj have transformed how Indian consumers discover and evaluate products, especially in social commerce ecosystems. Reports indicate that nearly half of Indian shoppers are influenced by short form videos during festive and everyday purchase decisions. Meesho, a leading social commerce and e commerce platform, has actively embedded short form video and influencer led content into its “content commerce” strategy and creator programs. This study examines the influence of short form video marketing on consumer purchase behaviour with special reference to Meesho users in Hyderabad. Primary data were collected from 120 active Meesho users who regularly watch short form videos on social media platforms, using a structured questionnaire. Descriptive statistics, percentage analysis, reliability testing, chi square tests, correlation, and regression analysis were applied to examine the relationships among video exposure, influencer marketing, brand trust, consumer engagement, and purchase behaviour. The findings suggest that short form video content significantly affects purchase intention and behaviour, with influencer reviews and product demo videos emerging as the most persuasive formats. Brand trust and engagement (likes, comments, shares, saves) mediate the relationship between video exposure and purchase decisions. Suggestions are offered to further optimise Meesho’s digital marketing strategy through targeted, trustworthy and interactive short form videos.