The Psychology of Short-Form Video Marketing on Consumer Behaviour

The Psychology of Short-Form Video Marketing on Consumer Behaviour

Abstract

The emergence of short-form videos has changed the entire dynamics of marketing in digital media by changing the way brands interact with their customers. Video platforms like TikTok, Instagram Reels, and YouTube Shorts have created whole new models of customer engagement using mechanisms like attention economy, parasocial relationships, emotional contagion, and algorithmic reinforcement. In this study, we explore the psychological aspects of marketing campaigns conducted through short-form videos and their tangible impacts on consumer behavior, such as purchase intentions, brand loyalty, information processing, and identity construction. We apply the theoretical concepts developed within cognitive psychology, behavioral learning theory, and behavioral economics to understand the relationship between the structure of short-form videos and human psychology that makes short-form videos so effective in marketing purposes. It becomes clear from our analysis that short-form video marketing relies not only on persuasion but also on priming, which poses an additional challenge to the field of ethics in marketing.

Authors

Dr. Desh Ratan, Gulshan Kumar, Gunjan Kumar, Himanshu Kumar, Iqbal Tufail

Institution

NIET Business School, Greater Noida

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