📄 Abstract
Short-term videos (typically 15 seconds to 3 minutes long) on platforms such as, Instagram Reels and YouTube Shorts have become a major influence on consumer behaviour. These videos, typically lasting from a few seconds to a few minutes, are designed to capture audience attention quickly and deliver engaging messages. These videos deliver information quickly, attract attention, and often affect purchasing decisions. These videos make the process of decision making for consumers. Consumers discover new products and brands through engaging video content. Short videos expose consumers to products and brands they may not actively search for. Short videos demonstrate products in action through reviews, tutorials, and demonstrations. Seeing real-world usage helps consumers understand product benefits quickly. The findings suggest that businesses can leverage short-form video marketing to increase customer engagement, strengthen brand loyalty, and drive sales. As consumer attention spans continue to decrease in the digital age, short-form video content is expected to remain a dominant and effective marketing strategy. This study contributes to the understanding of evolving digital marketing practices and offers insights for marketers seeking to optimize their social media campaigns and influence consumer purchasing behaviour.
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📚 How to Cite:
Dr. Sarita Rani , IMPACT OF SHORT-TERM VIDEO ON CONSUMER BEHAVIOUR , Volume 13 , Issue 6, June 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) , Pages: 188 - 191 , DOI: https://doi.org/10.36713/epra30684