The Impact of Short Video Advertisements on Impulse Buying Behaviour

Abstract

The rapid rise of short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts has transformed modern advertising, providing brands with new opportunities to influence consumer behaviour through brief yet emotionally engaging content. This study examines the impact of short video advertisements on impulse buying behaviour, focusing on how elements such as video duration, influencer sponsorship, background music, and visual aesthetics drive spontaneous purchasing decisions. The research adopts a quantitative approach, surveying 150 active social media users aged 18 to 30 a demographic recognized for its high digital engagement and responsiveness to online advertising. Findings reveal that short-form video advertisements significantly stimulate impulse buying by creating emotional arousal, urgency, and a sense of connection with the featured content. Influencer endorsements emerged as the strongest predictor of impulsive purchases, as audiences often associate credibility and relatability with digital personalities. Additionally, videos lasting between 15 and 30 seconds were found to be most effective in capturing attention and prompting immediate action. Background music and vibrant visuals further enhanced emotional engagement, strengthening the desire to purchase. The study contributes to existing literature by integrating multiple sensory and psychological factors into a unified framework of short-form video influence. It highlights the growing relevance of emotional storytelling and authenticity in digital marketing. Practically, the findings provide marketers with strategic guidance for crafting ethical and impactful short video advertisements that maximize engagement while fostering long-term consumer trust.