SHORT-FORM VIDEO MARKETING AND CONSUMER PURCHASE BEHAVIOUR: A STUDY OF SELECTED ONLINE CONSUMERS

Background to the Study

Past several years witnessed decisive shift toward short-form video format characterised by brief 15- to 90-second vertically oriented videos distributed through TikTok, Instagram Reels, YouTube Shorts. Since TikTok global expansion short-form video evolved from purely entertainment-oriented format into central pillar of digital marketing strategy with brands and individual creators alike using format to showcase products deliver tutorials and build audience relationships at scale and speed unmatched by longer-form content per Kemp 2024. Central to marketing appeal of short-form video is distinctive mode of content discovery: rather than relying primarily on users' deliberate search or existing social connections platforms such as TikTok surface content to users predominantly through algorithm-driven recommendation feeds commonly referred to as 'For You' page which continuously learns and refines its predictions of individual user interest based on engagement signals per Omar & Dequan 2020. This algorithmic discovery mechanism allows even small brands and individual creators to achieve significant organic reach without large advertising budgets historically required. Short-form video marketing content commonly blends entertainment, information and persuasion in ways traditional advertising does not frequently featuring product demonstrations, unboxings, tutorials and creator testimonials delivered in conversational seemingly unscripted style. This stylistic authenticity whether genuine or curated widely believed to enhance viewer trust and engagement relative to more overtly polished traditional advertising formats per Sokolova & Kefi 2020. Consumer purchase behaviour encompassing full range of activities involved in searching for evaluating and ultimately purchasing products has increasingly been shown to be shaped by this new mode of content-driven algorithmically mediated product discovery. Within Nigeria and other emerging markets short-form video platforms achieved rapid substantial adoption with millions of young consumers engaging daily with product-related content on TikTok and Instagram Reels. Nigerian and other African brands alongside individual entrepreneurs and small businesses increasingly turned to short-form video as comparatively low-cost high-reach marketing channel. Yet extent to which engagement translates into actual purchase behaviour as distinct from passive entertainment consumption or engagement metrics such as likes and views remains open and commercially consequential empirical question.

Statement of the Problem

Despite rapid growth of short-form video marketing budgets and brand activity on platforms such as TikTok, Instagram Reels and YouTube Shorts it remains unclear whether and to what extent this content genuinely drives consumer purchase behaviour as opposed to generating high engagement metrics such as views, likes and shares that do not necessarily translate into commercial outcomes. Many brands shifted marketing budgets toward short-form video content production based on evident popularity and reach without clear empirical understanding of which specific dimensions of short-form video engagement such as content authenticity, creator credibility or algorithmic discovery most strongly predict actual purchase behaviour. This uncertainty compounded by well-documented challenge of distinguishing genuine purchase influence from mere entertainment consumption or passive scrolling behaviour characteristic of short-form video platforms where sheer volume and rapid pace of content consumption may dilute persuasive impact of any single piece of branded content. Additionally role of content creator credibility and potential for algorithmic content discovery to amplify or dampen purchase-driving effect has received comparatively limited empirical attention within single integrated model particularly within emerging market contexts such as Nigeria. It is this gap that present study seeks to address.

Aim and Objectives of the Study

Aim is to examine short-form video marketing and consumer purchase behaviour among selected online consumers.

·         Assess extent of consumer engagement with short-form video marketing content.

·         Determine effect of short-form video marketing on consumer purchase behaviour.

·         Examine influence of content creator credibility on consumer purchase decisions.

·         Evaluate moderating role of platform algorithm-driven content discovery on relationship between short-form video engagement and purchase behaviour.

Research Questions

1.      What is extent of consumer engagement with short-form video marketing content?

2.      What effect does short-form video marketing have on consumer purchase behaviour?

3.      What influence does content creator credibility have on consumer purchase decisions?

4.      What moderating role does platform algorithm-driven content discovery play in relationship between short-form video engagement and purchase behaviour?

Research Hypotheses

·         H01: Short-form video marketing has no significant effect on consumer purchase behaviour.

·         H02: Content creator credibility has no significant influence on consumer purchase decisions.

·         H03: There is no significant relationship between consumer engagement with short-form video content and impulse purchase behaviour.

·         H04: Platform algorithm-driven content discovery does not significantly moderate relationship between short-form video engagement and purchase behaviour.

Significance of the Study

Holds significance for multiple stakeholders. For marketing practitioners and brand managers findings offer empirical guidance on which dimensions of short-form video content such as creator credibility or algorithmic optimisation most strongly drive purchase behaviour thereby supporting more effective allocation of marketing budgets toward this rapidly growing format. For content creators and influencers study provides evidence of specific mechanisms through which their content shapes purchase decisions useful in guiding content strategy and brand partnership negotiations. For platform operators offers insight into how algorithmic content discovery interacts with commercial outcomes relevant to ongoing monetisation and advertising product development. For academic community extends existing theory on AIDA model, uses and gratifications and stimulus-organism-response frameworks to specific and rapidly evolving context of short-form video marketing within emerging market providing reference point for future researchers exploring related themes in digital and social media marketing as documented in recent literature on short-form video driving foot traffic and purchase intention.

Scope of the Study

Focused on examining short-form video marketing and consumer purchase behaviour among online consumers who actively use short-form video platforms including TikTok, Instagram Reels and YouTube Shorts. Geographical scope covers selected online consumers within emerging market context with sample 384 determined using Cochran formula for infinite populations via purposive and convenience sampling. Conceptual scope restricted to constructs of short-form video marketing engagement, content creator credibility, platform algorithm-driven content discovery and consumer purchase behaviour including impulse purchasing. Data collected via validated 5-point Likert questionnaire pilot-tested yielding Cronbach Alpha above 0.70 for all constructs analysed via SPSS 26 using Chi-square and regression.

Limitations of the Study

Subject to number of limitations. First reliance on self-reported purchase behaviour introduces possibility of recall bias or social desirability bias particularly regarding impulse purchasing which respondents may under-report. Second cross-sectional design captures engagement and purchase behaviour at single point in time whereas short-form video platforms and their algorithmic dynamics continue to evolve rapidly potentially limiting longevity of specific findings. Third time and resource constraints limited geographical and sampling scope which may limit generalisability beyond specific consumer population studied. Mitigated through careful instrument design, pilot testing and sufficiently large sample size 384 to support statistically reliable inference.

Operational Definition of Terms

·         Short-Form Video: Brief typically vertically oriented video content commonly ranging from 15 to 90 seconds distributed through platforms such as TikTok, Instagram Reels and YouTube Shorts.

·         Short-Form Video Marketing: Use of short-form video content by brands or creators to promote products, services or brand values to consumers.

·         Consumer Purchase Behaviour: Decision-making processes and actions of individuals in searching for evaluating purchasing and using products encompassing both planned and impulse purchasing.

·         Impulse Buying: Unplanned purchase decision made spontaneously often triggered by exposure to compelling stimulus such as engaging marketing content.

·         Content Creator Credibility: Perceived trustworthiness, expertise and authenticity of individual who produces short-form video content as assessed by viewers.

·         Platform Algorithm-Driven Content Discovery: Process by which platforms use recommendation algorithms to surface content to users based on inferred interest rather than relying solely on user search or existing social connections.

·         Content Engagement: Observable viewer interactions with content including likes, comments, shares, saves and rewatches.

Short Conclusion

Findings revealed consumer engagement with short-form video marketing content is high among sampled online consumers; short-form video marketing has statistically significant positive effect on consumer purchase behaviour including notable prevalence of impulse purchasing; content creator credibility significantly and positively influences consumer purchase decisions; and platform algorithm-driven content discovery significantly moderates relationship between engagement and purchase behaviour such that consumers who perceive algorithmic recommendations as highly relevant exhibit substantially stronger purchase responses. Concluded short-form video marketing is potent and increasingly central driver of consumer purchase behaviour whose effectiveness amplified by creator credibility and algorithmic relevance. Recommended brands prioritise authentic creator-led short-form video content, invest in seamless in-app purchase pathways and align content strategy with platform algorithmic dynamics to maximise conversion.

10 SEO-Friendly FAQs

1. What is short-form video marketing?

Use of brief 15-90 second vertical videos on TikTok, Instagram Reels, YouTube Shorts by brands/creators to promote products via demonstrations, unboxings, tutorials delivered in authentic conversational style.

2. Does short-form video drive actual purchases or just views?

Study of 384 online consumers using Chi-square and regression shows significant positive effect on purchase behaviour beyond likes/views, including notable impulse purchasing, per SPSS 26 analysis.

3. How does creator credibility affect purchase decisions?

Content creator credibility significantly and positively influences purchase decisions; perceived trustworthiness, expertise and authenticity enhance trust and reduce perceived risk increasing purchase likelihood.

4. What role does platform algorithm play?

Platform algorithm-driven content discovery significantly moderates relationship; consumers perceiving algorithmic recommendations as highly relevant exhibit substantially stronger purchase responses to short-form content.

5. Does short-form video cause impulse buying?

Yes, significant relationship between engagement and impulse buying found; high shareability, brevity and authentic demonstrations trigger spontaneous unplanned purchases.

6. What methodology was used?

Descriptive survey, 384 online consumers via Cochran formula for infinite populations, purposive and convenience sampling, validated 5-point Likert questionnaire pilot-tested Cronbach >0.70, SPSS 26 descriptive and inferential stats.

7. What theories explain effects?

AIDA model, uses and gratifications, and Stimulus-Organism-Response framework extended to short-form video marketing; algorithmic discovery as stimulus, engagement/trust as organism, purchase as response.

8. What should brands do to maximise conversion?

Prioritise authentic creator-led content, invest in seamless in-app purchase pathways, align content strategy with algorithmic dynamics, leverage unboxing/tutorials and social proof cues.

9. Is short-form video effective in Nigeria?

Yes, rapid adoption among millions of young consumers engaging daily with product-related content on TikTok/Reels; low-cost high-reach channel for Nigerian brands and SMEs.

10. Where to find similar project topics?

Explore short-form video, influencer marketing and consumer behaviour topics on ScholarNestHub and Emerald research on short-form video advertising influence on purchase intention.