International Journal For Multidisciplinary Research

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Social Media Influence and Short Video Marketing Effectiveness in Shaping Consumer Behaviour and Investment Decisions

Author(s) Dr. Satyam Medabalimi, Dr. Chandra Babu Jangam
Country India
Abstract The rapid growth of social media platforms and short-form video content has significantly transformed consumer behaviour and investment decision-making in the digital era. Social media platforms such as Instagram, YouTube, Facebook, LinkedIn, and X (Twitter) have emerged as influential channels for information sharing, digital marketing, brand communication, and financial awareness. Simultaneously, short video marketing has become one of the most effective digital marketing strategies due to its ability to capture consumer attention, enhance engagement, and influence behavioural intentions. In this context, the present study examines the influence of social media and short video marketing effectiveness in shaping consumer behaviour and investment decisions.
The study is based on primary data collected from 300 respondents through a structured questionnaire using a five-point Likert scale. The research adopts a descriptive and analytical approach to evaluate the relationship between social media influence, short video marketing effectiveness, consumer behaviour, and investment decisions. Statistical tools such as percentage analysis, mean and standard deviation, correlation analysis, regression analysis, and Cronbach’s Alpha were used for data analysis. The study investigates how social media advertisements, influencer communication, financial content, and short video marketing attributes such as creativity, informativeness, engagement, and trustworthiness influence purchasing and investment-related decisions.
The findings of the study reveal that social media influence and short video marketing effectiveness significantly affect consumer behaviour and investment decisions. The results indicate that short-form video content enhances consumer engagement, brand awareness, purchase intention, financial awareness, and investment participation among respondents. The study contributes to the fields of digital marketing and behavioural finance by integrating consumer and investment perspectives within a single research framework. The findings also provide practical implications for marketers, financial institutions, policymakers, and researchers in understanding the growing impact of digital media on modern behavioural and financial decision-making processes.
Keywords Social Media Influence, Short Video Marketing, Consumer Behaviour, Investment Decisions, Digital Marketing, Consumer Engagement, Behavioural Finance, Financial Decision-Making.
Field Business Administration
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-30
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.80048
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