Abstract Paper
| Title | : Short video marketing and digital consumer psychology among gen z users an empirical study |
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| Author(s) | : Lawrence |
| Article Information | : Volume 11 - Issue 1 (June - 2026) , 45-55 |
| Affiliation(s) | : Research Department of Management Studies |
| : Department of Management, Silicon City College |
Abstract :
The rapid growth of short-video marketing platforms such as TikTok, Instagram Reels, YouTube Shorts, and Snapchat Spotlight has significantly transformed digital consumer behavior and marketing communication strategies. Generation Z users are highly influenced by visually engaging, emotionally appealing, and algorithm-driven short-video content, making short-video marketing one of the most powerful tools in contemporary digital advertising. This empirical study examines the psychological factors influencing Gen Z consumer engagement, purchase intention, and brand perception on short-video marketing platforms. The study adopts a descriptive and empirical research design using primary data collected through a structured questionnaire from 350 Gen Z respondents. Statistical tools such as reliability analysis, correlation analysis, regression analysis, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) were employed to examine the relationships among emotional appeal, entertainment value, influencer credibility, fear of missing out (FOMO), consumer engagement, and purchase intention. The findings revealed that emotional appeal, influencer credibility, and entertainment value significantly influence consumer engagement and purchase intention among Gen Z users. The study further identified that AI-driven personalized content and social influence positively impact brand trust and digital engagement behavior. The research contributes to the growing literature on digital consumer psychology, social media marketing, and short-video advertising by providing empirical evidence from the perspective of Generation Z users.
| Keywords | : Short-Video Marketing, Digital Consumer Psychology, Generation Z, Consumer Engagement, Purchase Intention, Influencer Marketing, Social Media Advertising, FOMO, Digital Marketing |
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| Document Type | : Research Paper |
| Publication date | : June 18, 2026 |