Predicting the Impact of Short-Form Video Content on Gen Z’s Brand Awareness, Attitudes, Behavior and Purchase Decisions Using Machine Learning

Predicting the Impact of Short-Form Video Content on Gen Z's Brand Awareness, Attitudes, Behavior and Purchase Decisions Using Machine Learning

Sivamugunthan Ashok

School of business, RV University, Bangalore, Karnataka, Sivamugunthan342@gmail.com

Abstract
The study investigates and predicts the impact of short form video content on brand awareness, consumer attitude, interactive behavior, pre purchase behavior and purchase decision among generation Z using machine learning approach. The primary objectives are to know the brand awareness, customers attitudes, interactive behavior, pre-purchase behavior and purchase decision in short form video, to know the impact of social demographic variables on brand awareness, customers attitudes, interactive behavior, pre-purchase behavior and purchase decision in short form video, to know the impact of brand awareness, customers attitudes, interactive behavior, pre-purchase behavior on purchase decisions using machine learning predictive modeling, to know the impact of one variable on another in a sequential manner, leading from Brand awareness to decision-making. A quantitative research method was conducted, by employing structured surveys and personal interviews to collect data from generation Z respondents. The findings reveal that brand awareness, consumer attitudes, and pre-purchase behavior significantly influence purchase decisions. Although interactive behavior does not show a strong correlation with purchase decision making. The obtained result highlights the effectiveness of (SFV) in framing the viewer's psychological aspects. Marketers should focus on enhancing transparency, informativeness, clarity, trust on short form video rather than only relying on interactive features.
Keywords: Short-form video content, Brand awareness, Consumer attitude, Interactive behavior, Pre-purchase behavior, Purchase decision, Generation Z, Social demographic variables, Psychological influence, Transparency, Informativeness, Trust, Digital marketing, Machine learning, Predictive modeling.