Understanding Consumer Purchase Behaviour through Short-Form Video Content: A Study of Digital Media Platforms

The rapid expansion of digital media platforms has transformed the way consumers discover, evaluate, and purchase products. Among various digital formats, short-form video content has emerged as a powerful marketing tool due to its visual appeal, brevity, and high engagement potential. This study examines the role of short-form video content in influencing consumer purchase behaviour across major digital platforms such as Instagram Reels, YouTube Shorts, and TikTok. Using an analytical research design, the study draws upon survey-based publications and secondary industry data to analyse consumer engagement, purchase intention, impulse buying, and brand preference. The findings indicate that entertainment value, visual appeal, credibility, and repeated exposure significantly shape consumer buying decisions. The study highlights how algorithm-driven content delivery enhances brand recall and encourages spontaneous purchases. The research contributes to the growing literature on digital consumer behaviour and offers practical insights for marketers seeking to design effective short-form video strategies aligned with contemporary consumer preferences.