THE INFLUENCE OF SHORT-FORM VIDEO MARKETING ON CONSUMER BUYING BEHAVIOUR AMONG GENERATION Z CONSUMERS: EVIDENCE FROM INSTAGRAM REELS AND YOUTUBE SHORTS

This study examines how short-form video marketing on Instagram Reels and YouTube Shorts relates to the buying behaviour of Generation Z consumers.A structured online questionnaire containing demographic, platform-use, perception, purchase-behaviour and open-ended questions was used.The uploaded CSV contained 78 records.Six respondents selected that they did not agree to participate and were excluded from the descriptive analysis, leaving 72 consenting responses.Among these respondents, Instagram Reels was the most frequently used platform (60; 83.3%), while 36 (50.0%) reported that short-form videos influence their purchasing decisions very strongly and 24 (33.3%)strongly.Influencer recommendations were the most frequently selected reason for influence (48; 66.7%).Product demonstrations and influencer/creator content were the most frequently watched content categories.These results suggest that creator-led short videos are a salient touchpoint in respondents' product discovery and consideration.However, the CSV did not include verbal labels for the 1-5 response scale, and the dataset is small and concentrated in Vijayawada and students.Accordingly, scale-item averages are reported only as raw coded values and no claim of statistical significance or causality is made.