The influence of social media on consumer behavior: insights from short-form video content

Abstract

The study focuses on the revolutionary impact of short-form video content on consumer behaviour in social media. It deals with the research issue of discovering how short videos influence user behaviour and tries to find out their influence on consumer decisions. Through a comprehensive literature review, the study shows that the social media influencers, social psychology mechanisms like social proof and reciprocity, and utility of user-generated content all play a significant role in influencing consumers’ perceptions and buying intentions. The study points out that companies should become aware of the social media dynamics and create content that is authentic for them to strongly affect customer buying behaviour.