International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 7, Issue 3 (May-June 2025) Submit your research before last 3 days of June to publish your research paper in the issue of May-June.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 7 Issue 3
May-June 2025

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

Short-Lived, Long-Lasting Impact: A Study On Ephemeral Contents’ Role in Consumer Behaviour and Brand Building

Author(s) Ms. Pratasi Sardar, Dr. Jesus Milton Rousseau S.
Country India
Abstract The rapid advancement of technology and the digital space is proliferating short-lived content, fueling the rise of ephemeral content. This type of content typically disappears within 24 hours, creating a sense of fear of missing out (FOMO), driving immediate interaction, and enhancing audience engagement.
In today’s fast-paced world, where instant gratification is highly valued, ephemeral content has carved out a unique space in digital marketing. This study explores how brands leverage ephemeral content marketing as a catalyst for growth, fostering urgency among consumers and influencing their purchasing behaviour. Using a mixed-method approach, it examines how this strategy shapes consumer decision-making and patterns of impulsive purchasing.
Furthermore, this study explored key insights into audience behaviour, highlighting how real-time engagement is a crucial factor in sustaining user interest. As ephemeral content continues to rise, it presents a powerful opportunity for brands to interact with customers via polls, live Comments and Q&A, and stories to create deeper consumer connections and maximize marketing impact.
Keywords Ephemeral content, FOMO, Consumer Behaviour, Ephemeral Marketing, Digital Marketing, Purchase intent.
Field Sociology > Journalism / Media
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-06-19
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.48572
Short DOI https://doi.org/g9qw9v
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 7 Isu 3Cover Page Vol 7 Isu 2Cover Page Vol 7 Isu 1

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9687-828-838 editor@ijfmr.com