Influence of Social Media Reels on Purchase Behaviour Among Generation Z – on Indian Consumers

Social media has evolved beyond communication into a powerful marketing platform, with short-form videos (reels) becoming increasingly influential. This study investigates the impact of social media reels on impulse buying behavior among young adults. Using a structured questionnaire, responses were collected from 100 active social media users aged 18–25. The research identifies visual appeal, influencer promotion, emotional engagement, and limited-time offers as key triggers for spontaneous purchases. Findings reveal that 68% of respondents admitted to making at least one unplanned purchase after watching reels. Statistical analysis indicates a significant positive correlation between reel engagement and impulse buying tendency. The study provides actionable insights for marketers to design effective digital campaigns while highlighting the importance of consumer awareness to mitigate impulsive purchasing.