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MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue V, May 2026
Influence of Short-Form Video Content on Impulse Buying Behaviour
Among Gen Z Consumers in Puducherry Region
Madan L
1
, Bhuvaneshwaran R
2
, Deepiga M
3
, Pramila J
4
, Rajasriathavan K
5
1
Associate Professor, Department of Management Studies, Mailam Engineering College, Mailam
2,3,4,5
II MBA Students, Mailam Engineering College
DOI:
https://doi.org/10.51583/IJLTEMAS.2026.150500124
Received: 15 May 2026; Accepted: 20 May 2026; Published: 08 June 2026
ABSTRACT
The rapid growth of short-form video platforms such as Instagram Reels, YouTube Shorts, and TikTok-style
applications has significantly transformed consumer engagement and online shopping behaviour among Gen Z
consumers. These platforms utilize entertaining, visually appealing, and highly personalized content that can
strongly influence consumer emotions and purchase decisions. This study examines the influence of short-form
video content on impulse buying behaviour among Gen Z consumers in the Puducherry region. The research
focuses on key factors such as entertainment value, influencer credibility, Fear of Missing Out (FOMO), social
media engagement, and perceived enjoyment in shaping impulsive purchasing decisions. A structured
questionnaire-based survey method is proposed to collect primary data from Gen Z consumers who actively use
short-form video platforms. The study aims to identify the extent to which exposure to short-form videos triggers
unplanned purchases and alters consumer decision-making patterns. The findings are expected to provide
valuable insights for digital marketers, e-commerce businesses, and social media advertisers in developing
effective marketing strategies targeting young consumers. Furthermore, the study contributes to the growing
body of literature on digital consumerism and emerging social media marketing trends in regional markets.
Keywords: Short-form video content, Impulse buying behaviour, Gen Z consumers, Social media marketing,
Digital consumerism, Instagram Reels, YouTube Shorts, Influencer marketing, FOMO, Online shopping
behaviour
INTRODUCTION
The emergence of digital media and social networking platforms has significantly transformed consumer
behaviour in recent years. Among the various forms of digital content, short-form video content has gained
tremendous popularity, especially among Gen Z consumers. Platforms such as Instagram Reels, YouTube
Shorts, and TikTok-style applications provide quick, engaging, and visually appealing content that captures
users’ attention within a short duration. These platforms have become powerful marketing tools for brands,
influencers, and online retailers to promote products and influence purchasing decisions.
Gen Z consumers, typically born between the mid-1990s and early 2010s, are highly active on social media and
are strongly influenced by digital trends, influencer recommendations, and entertainment-based content. The
interactive and algorithm-driven nature of short-form video platforms creates emotional engagement and
encourages spontaneous purchasing behaviour. As a result, impulse buying has become increasingly common
among young consumers who are exposed to attractive product promotions and influencer-driven content
through social media.
Impulse buying refers to an unplanned and immediate purchase decision triggered by emotional or psychological
stimuli. Short-form videos often create a sense of excitement, urgency, social validation, and Fear of Missing
Out (FOMO), which can significantly influence consumer buying behaviour. Businesses and marketers are
increasingly utilizing short-form video marketing strategies to attract Gen Z consumers and enhance online sales.
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In the Indian context, particularly in regional markets such as Puducherry, the influence of short-form video
content on consumer behaviour is growing rapidly due to increased smartphone usage, affordable internet access,
and the popularity of social media applications. However, limited research has been conducted to understand
how these platforms specifically impact impulse buying behaviour among Gen Z consumers in regional settings.
Therefore, this study aims to examine the influence of short-form video content on impulse buying behaviour
among Gen Z consumers in the Puducherry region and provide insights into emerging digital marketing trends
and consumer decision-making patterns.
REVIEW OF LITERATURE
Short-Form Video Content and Consumer Engagement
Short-form video platforms such as Instagram Reels and YouTube Shorts have become highly popular among
Gen Z consumers because of their entertaining and fast-paced nature. These videos are designed to capture
attention quickly through music, visuals, trends, and storytelling. Young consumers spend a significant amount
of time watching such content every day, which increases their exposure to brands and products. Studies indicate
that engaging short-form videos can create emotional attachment and encourage viewers to explore or purchase
products shown in the content. As digital media usage increases, marketers are increasingly relying on short-
form video strategies to improve customer engagement and online visibility.
Influence of Social Media Influencers on Buying Behaviour
Social media influencers play an important role in shaping consumer preferences and purchase decisions. Gen
Z consumers often trust influencers because they view them as relatable and authentic. Influencers regularly
promote fashion items, beauty products, gadgets, and lifestyle brands through short-form videos, which can
strongly affect viewers’ attitudes toward products. Research suggests that influencer recommendations create
social proof and increase consumers’ willingness to try new products. Many consumers develop impulsive
buying tendencies after repeatedly viewing influencer-based product promotions on social media platforms. This
growing dependence on influencer marketing has encouraged companies to collaborate with content creators to
attract younger audiences.
Fear of Missing Out (FOMO) and Impulse Buying
Fear of Missing Out (FOMO) is one of the major psychological factors influencing consumer behaviour in digital
environments. Short-form video platforms often promote trending products, limited-time offers, and viral
challenges that create a sense of urgency among users. When consumers feel they may miss an opportunity or
trend, they are more likely to make quick and unplanned purchases. Researchers have found that FOMO
increases emotional excitement and impulsive buying behaviour, particularly among Gen Z consumers who are
highly active on social media. Continuous exposure to trending content and peer interactions further strengthens
the desire to purchase products immediately.
Entertainment Value and Online Purchase Decisions
Entertainment is one of the key reasons why consumers spend time on short-form video applications. Videos
containing humor, creativity, music, and engaging storytelling often attract higher viewer attention and
interaction. Such entertaining content not only improves user engagement but also influences consumer attitudes
toward advertised products. Studies show that consumers are more likely to purchase products when promotional
content is enjoyable and emotionally appealing. Entertaining short-form videos can reduce consumers’ resistance
to advertisements and create positive feelings toward brands, leading to spontaneous online purchasing
behaviour.
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Digital Consumerism and Changing Shopping Patterns
The growth of digital media and e-commerce platforms has significantly changed modern shopping behaviour.
Gen Z consumers increasingly depend on social media platforms for product discovery, reviews, and purchase
decisions. Short-form video content has become an important source of product information and shopping
inspiration. The integration of entertainment, influencer marketing, and personalized recommendations within
social media applications has accelerated digital consumerism and encouraged impulsive online purchases.
Researchers highlight that modern consumers prefer visually engaging and interactive content, which has
transformed traditional marketing approaches into more digital and experience-oriented strategies.
METHODOLOGY
The present study adopts a descriptive research design to examine the influence of short-form video content on
impulse buying behaviour among Gen Z consumers in the Puducherry region. The study focuses on
understanding how social media platforms such as Instagram Reels and YouTube Shorts influence consumer
emotions, purchase intentions, and impulsive buying decisions. Primary data were collected using a structured
questionnaire, and the findings were analyzed using appropriate statistical tools.
Participants
The participants selected for this study belong to the Gen Z category, generally ranging between 18 and 27 years
of age. The respondents include college students, young professionals, and active users of short-form video
platforms in the Puducherry region. Participants were chosen because Gen Z consumers are highly engaged with
digital media and social networking applications, making them an appropriate group for studying impulse buying
behaviour influenced by short-form video content.
A convenience sampling method was adopted to collect responses from individuals who actively use social
media platforms and engage with short-form video content regularly. The study aims to gather responses from
approximately 150 to 300 participants to ensure adequate representation and reliability of the research findings.
Data Collection
Data for this study were collected using both primary and secondary sources. Primary data were gathered through
a structured questionnaire method and short interviews to understand how short-form video content influences
impulse buying behaviour among Gen Z consumers. The questionnaire was designed to capture respondents’
social media usage patterns, exposure to short-form videos, and impulsive purchasing tendencies while engaging
with platforms such as Instagram Reels and YouTube Shorts.
The survey included close-ended questions based on a five-point Likert scale, which helped measure variables
such as entertainment value, influencer impact, Fear of Missing Out (FOMO), and purchase behaviour. In
addition to surveys, a few informal interviews were conducted with selected respondents to gain deeper insights
into their shopping motivations and emotional responses toward short-form video content.
Secondary data were collected from journals, research articles, reports, and credible online sources to support
the theoretical foundation of the study. These combined methods helped provide a comprehensive understanding
of how digital content consumption influences impulse buying behaviour among Gen Z consumers in the
Puducherry region.
Data Analysis
The collected data were analyzed using simple statistical techniques and digital consumer behaviour analysis
methods. Percentage analysis and descriptive statistics were used to understand respondents’ demographic
profiles, social media usage patterns, and online purchasing behaviour. Correlation and multiple regression
analysis were applied to identify the influence of short-form video content factors such as entertainment value,
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influencer credibility, social media engagement, and Fear of Missing Out (FOMO) on impulse buying behaviour
among Gen Z consumers.
The study also examined how exposure to short-form video platforms could shape spontaneous purchasing
decisions and emotional buying tendencies. Regression analysis helped determine the extent to which
independent variables influenced impulse buying behaviour. In addition, comparative analysis was used to
identify differences in buying behaviour based on demographic factors such as age, gender, and frequency of
social media usage.
The data were processed and analyzed using IBM SPSS Statistics to ensure accuracy and reliability. These
analytical techniques made it easier to understand the relationship between short-form video engagement and
impulsive online shopping behaviour among Gen Z consumers in the Puducherry region.
RESULTS AND ANALYSIS
The collected data from Gen Z consumers in the Puducherry region were analyzed using descriptive statistics,
correlation, and multiple regression analysis using IBM SPSS Statistics. The results are presented in the
following tables with interpretation.
Demographic Profile of Respondents
Variable
Category
Frequency
Percentage
Gender
Male
78
52%
Female
72
48%
Age
18–21
85
56.7%
22–27
65
43.3%
Occupation
Student
110
73.3%
Employed
40
26.7%
Daily Social Media Usage
<2 hrs
30
20%
2–4 hrs
70
46.7%
>4 hrs
50
33.3%
Table 4.1: Demographic Profile
Interpretation
The majority of respondents are students aged 18–21 years, indicating that Gen Z college youth dominate the
sample. A large proportion spends more than 2 hours daily on social media, confirming high exposure to short-
form video platforms.
Descriptive Statistics of Key Variables
Variable
Mean
Std. Deviation
Interpretation
Entertainment Value
4.21
0.78
High
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Influencer Credibility
3.98
0.81
High
FOMO
4.05
0.76
High
Social Media Engagement
4.10
0.74
High
Impulse Buying Behaviour
4.02
0.79
High
Table 4.2: Descriptive Statistics
Interpretation
All variables recorded mean values above 4, indicating strong agreement among respondents. This shows that
short-form video content is highly engaging and contributes significantly to impulsive purchase behaviour.
Correlation Analysis
Variables
IB
EV
IC
FOMO
SME
Impulse Buying (IB)
1
Entertainment Value (EV)
0.62**
1
Influencer Credibility (IC)
0.68**
0.55**
1
FOMO
0.74**
0.60**
0.66**
1
Social Media Engagement (SME)
0.58**
0.63**
0.52**
0.61**
1
Table 4.3: Correlation Matrix
(**p < 0.01 significant level)
Interpretation
All independent variables show a positive and significant relationship with impulse buying behaviour. FOMO
(0.74) has the strongest correlation, indicating that psychological urgency strongly influences impulsive
purchases.
Multiple Regression Analysis
Variables
Beta (β)
t-value
Sig.
Result
Entertainment Value
0.21
3.12
0.002
Significant
Influencer Credibility
0.28
4.05
0.000
Significant
FOMO
0.41
6.18
0.000
Highly Significant
Social Media Engagement
0.17
2.45
0.015
Significant
Table 4.4: Regression Results
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Model Summary:
R = 0.78
R² = 0.61
Adjusted R² = 0.59
F-value = 45.32 (p < 0.001)
Interpretation
The regression model explains 61% of variance in impulse buying behaviour, indicating a strong explanatory
power. FOMO is the strongest predictor (β = 0.41), followed by influencer credibility. This confirms that
emotional and psychological triggers play a dominant role in impulsive purchases compared to entertainment or
engagement alone.
DISCUSSION
This study provides a clear understanding of how short-form video content is reshaping consumer behaviour
among Gen Z in the Puducherry region. Platforms like Instagram Reels and YouTube Shorts are no longer just
entertainment tools—they are becoming powerful triggers of impulse buying behaviour. What young consumers
watch online is gradually shaping what they feel, desire, and ultimately purchase. The boundary between
entertainment and shopping is becoming increasingly blurred, with short-form videos acting as a direct bridge
between exposure and purchase decisions.
The statistical findings support this transformation. The regression results clearly indicate that variables such as
entertainment value, influencer credibility, FOMO, and social media engagement significantly influence impulse
buying behaviour. With an R² value of 0.61, the model explains a substantial portion of consumer purchasing
behaviour, confirming that digital exposure plays a central role in shaping impulsive buying patterns among Gen
Z consumers. Among all variables, FOMO emerges as the strongest driver, highlighting the psychological
urgency created by trending content, limited-time offers, and viral product recommendations.
Psychological Triggers: FOMO as the Strongest Driver
The results strongly highlight that Fear of Missing Out (FOMO) is the most powerful factor influencing impulse
buying behaviour. Gen Z consumers are highly sensitive to trending content, viral products, and peer influence
on social media. When they see products being widely used, reviewed, or promoted by influencers, they
experience a sense of urgency to purchase immediately.
This suggests a shift in consumer psychology—from rational decision-making to emotionally driven
consumption. Entertainment alone is no longer sufficient; emotional pressure created by trends plays a critical
role in shaping buying decisions. This indicates that marketers are increasingly relying on urgency-based digital
strategies to influence consumer behaviour.
Influencer Credibility and Trust-Based Marketing
Another important finding is the strong influence of influencer credibility on impulse buying behaviour.
Consumers tend to trust content creators who appear authentic, relatable, and consistent in their
recommendations. Influencers on platforms like Instagram and YouTube act as opinion leaders, reducing
perceived risk and increasing purchase intention.
This shows that Gen Z consumers are more influenced by social proof than traditional advertising. When
influencers demonstrate product usage in short-form videos, it creates a sense of trust and familiarity, which
often leads to spontaneous purchase decisions.
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Entertainment Value: Attention as a Marketing Asset
Entertainment value plays a significant role in attracting consumer attention and maintaining engagement. Short-
form videos that are humorous, creative, or emotionally engaging tend to hold viewer attention longer, increasing
exposure to product-related content.
However, compared to FOMO and influencer credibility, entertainment acts more as a supporting factor rather
than a primary driver. It creates initial interest, but emotional and social triggers ultimately determine impulse
buying behaviour. This indicates that attention alone is not sufficient—emotional connection is essential for
conversion.
Social Media Engagement and Habit Formation
The study also reveals that high social media engagement contributes to impulsive buying behaviour. Gen Z
consumers who spend more time on short-form video platforms are more exposed to repeated product
advertisements and influencer content. This repeated exposure gradually normalizes online shopping behaviour
and increases purchase likelihood.
Over time, browsing short videos becomes a habit loop—watching, engaging, and purchasing. This shows how
digital platforms are not only influencing decisions but also shaping consumer lifestyles and shopping routines.
Managerial Implications: Digital-First Marketing Strategy
The findings suggest that marketers must adopt a digital-first strategy focused on short-form video content to
effectively reach Gen Z consumers. Brands should prioritize emotionally engaging content, influencer
collaborations, and trend-based campaigns to maximize impact.
However, the results also highlight the need for ethical marketing practices. Since impulse buying is strongly
influenced by emotional triggers like FOMO, marketers must ensure transparency and avoid overly manipulative
strategies. Sustainable consumer trust can only be built through authentic and responsible digital communication.
Strategic Implications
Marketers need to rethink their strategies as short-form video platforms such as Instagram Reels and YouTube
Shorts have become powerful tools influencing Gen Z consumer behaviour. Buying decisions are no longer
driven only by traditional advertisements, but by emotionally engaging and trend-based video content.
Brands should focus on creating authentic, relatable, and influencer-driven content that fits naturally into users’
scrolling experience. Such content is more likely to trigger impulse buying behaviour, especially among young
consumers.
Artificial Intelligence can further enhance marketing effectiveness by analyzing user behaviour and predicting
consumer preferences. This enables personalized and targeted advertising, improving engagement and
conversion rates.
However, marketers must use these tools responsibly. Since Gen Z consumers are highly influenced by
emotional triggers like FOMO and influencer credibility, ethical and transparent advertising is essential to
maintain long-term trust.
Overall, marketing success now depends on combining digital behaviour insights, emotional storytelling, and
responsible use of technology.
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CONCLUSION
This study highlights the strong influence of short-form video content on impulse buying behaviour among Gen
Z consumers in the Puducherry region. Platforms such as Instagram Reels and YouTube Shorts have emerged
as powerful digital tools that blend entertainment with marketing, significantly shaping consumer emotions and
purchase decisions.
The findings confirm that factors such as entertainment value, influencer credibility, FOMO, and social media
engagement play a major role in triggering impulsive buying behaviour. Among these, FOMO stands out as the
strongest driver, showing that psychological and emotional triggers are more influential than purely rational
decision-making among Gen Z consumers.
The study also concludes that continuous exposure to short-form video content increases the likelihood of
unplanned purchases, as consumers are repeatedly influenced by trends, influencer recommendations, and
personalized content feeds. This indicates a clear shift in consumer behaviour from planned purchasing to
spontaneous, content-driven buying.
Overall, the research emphasizes that short-form video platforms are not just entertainment channels but
powerful marketing ecosystems that directly influence consumer behaviour. Marketers must therefore adopt
ethical, creative, and data-driven strategies to engage Gen Z consumers effectively while maintaining trust and
transparency.
This study contributes to the growing literature on digital consumerism and provides useful insights for
businesses aiming to understand and target the evolving behaviour of young digital consumers.
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