Abstract

Short-form video platforms like TikTok, Instagram Reels and YouTube Shorts have emerged as a popular way for brands to reach consumers. These platforms, in particular, are Gen Z’s go-to social media sites, who possess high levels of purchasing power and are trendsetters that impact consumer behavior in wider society. Brands are making major investments in short-form video campaigns, yet it is not well understood whether these campaigns are in fact influencing purchase intent. The present paper proposes a conceptual model that seeks to explain how and why short-form video marketing may affect purchase intent, specifically in the Gen Z consumer.
The proposed model, grounded in literature review and theoretical foundations, integrates five factors: exposure to short-form video marketing, perceived authenticity, influencer credibility, engagement and moderating effects of demographic variables. The model postulates that exposure to short-form video marketing may lead to an increase in purchase intent, but only if content is perceived as authentic, the influencer is perceived as credible, and if the user engages with the content. Gender, income, and location are among the demographic variables that may moderate the relationships posited in the model.
The proposed model makes contributions to areas that are understudied or not yet examined in existing literature, such as short-form video, multi-variate research, and Gen Z as a demographic segment. The model also aims to serve as a foundation and guide for future academic research, as well as a resource for marketers and practitioners designing short-form video campaigns targeting Gen Z consumers. The paper also briefly discusses the future directions of testing and expanding upon the model, as well as practical implications of the model for business.