Managing the Attention Economy: A Secondary Analysis of How Gen Z’s Short-Form Content Consumption is Reshaping Business Strategy and Managerial Decision-Making

Darsh Jindal

Managing the Attention Economy: A Secondary Analysis of How Gen Z’s Short-Form Content Consumption is Reshaping Business Strategy and Managerial Decision-Making

Author(s)	Mr. Darsh Jindal
Country	India
Abstract	The rapid growth of social media platforms has transformed marketing by shifting business strategies toward capturing consumer attention through short-form content. This study examines how short-form video consumption among Generation Z influences consumer engagement, purchase intention, brand trust, loyalty, and managerial decision-making. It explores the role of algorithm-driven content, influencer credibility, authenticity, personalization, and engagement in shaping Gen Z’s responses to digital marketing. The study also considers challenges associated with excessive digital consumption, including privacy concerns, cognitive overload, digital fatigue, and the sustainability of attention-based marketing. While short-form content enables businesses to achieve wider reach, higher engagement, and measurable marketing outcomes at relatively lower costs, excessive emphasis on immediate attention may weaken long-term customer relationships. The research highlights the importance of balancing short-term engagement with sustainable brand building, ethical practices, and customer loyalty, providing useful insights for marketers developing effective digital strategies for Generation Z in the evolving attention economy.
Keywords	Generation Z; Short-form Content; Social Media Marketing; Attention Economy; Influencer Marketing; Consumer Behaviour; Purchase Intention; Brand Loyalty; Consumer Engagement; Digital Marketing; Algorithmic Personalization; Brand Trust; Social Media Strategy; Digital Fatigue; Managerial Decision-Making
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-09-06

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Managing the Attention Economy: A Secondary Analysis of How Gen Z’s Short-Form Content Consumption is Reshaping Business Strategy and Managerial Decision-Making

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