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

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An Analytical Study on the Impact of Short Video Advertisements on Consumer Purchase Decisions

Author(s) Dr. Praveen Nayak
Country India
Abstract The rapid growth of digital media and social networking platforms has led to the increasing use of short video advertisements as a prominent marketing tool. Short-form video content on platforms such as Instagram Reels, Facebook, and YouTube Shorts has transformed the way brands communicate with consumers by delivering engaging and visually appealing messages within a limited time frame. The present study aims to analyze the impact of short video advertisements on consumer purchase decisions and to identify the key factors influencing buying behavior. The study adopts a descriptive and analytical research design and is based on hypothetical survey data collected from 200 respondents who are active users of social media platforms. The research examines variables such as visual appeal, emotional content, influencer presence, consumer engagement, and platform preference to assess their influence on purchase decisions. Statistical tools, including percentage analysis, mean score analysis, correlation, and regression analysis, were employed to analyze the data. The study's findings indicate that short video advertisements have a significant positive impact on consumer purchasing decisions. Visual appeal and emotional content emerged as the most influential factors, while influencer endorsements enhanced trust and purchase intention. The results also reveal a strong positive relationship between exposure to short video advertisements and consumer buying behavior, particularly among younger consumers.
Keywords short-form video, YouTube Shorts, consumer purchase decisions, digital technology, video advertisements .
Field Sociology > Administration / Law / Management
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-01-23
DOI https://doi.org/10.36948/ijfmr.2026.v08i01.67177
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E-ISSN 2582-2160
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