Impact of Short-Form Video Content on Impulse Buying Behaviour among Young Consumers: A Review of Instagram Reels and YouTube Shorts

Author(s)	Ms. Vidyashree R
Country	India
Abstract	This review paper examines how social media trends and viral products influence consumer purchase decisions among Indian youth. It explores the role of platforms such as Instagram, YouTube, and Facebook in shaping consumer behaviour through influencer marketing, short-form video content, and fear of missing out (FOMO). The study is based on secondary data collected from journals, books, and published reports. The findings indicate that social media significantly affects impulse buying, brand awareness, and purchase intentions. The paper highlights the psychological and marketing factors responsible for these behavioral changes and provides recommendations for marketers and future researchers.
Keywords	Social Media Marketing, Consumer Behavior, Viral Products, Impulse Buying, FOMO, Influencer Marketing, Purchase Decision, Indian Consumers
Field	Business Administration
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-07-26

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International Journal For Multidisciplinary Research