Impact of Short-Form Video Platforms on Consumer Purchase Intentions: An Empirical Analysis of Instagram Reels and YouTube Shorts

Abstract

Short-form video platforms have rapidly transformed digital marketing by changing how consumers discover products, evaluate brands, and make purchasing decisions. Instagram Reels and YouTube Shorts have emerged as influential platforms that combine visually engaging content, algorithm-driven personalization, and creator-led communication, thereby enabling brands to interact with consumers in real time. Despite the increasing adoption of these platforms by marketers, empirical evidence regarding the factors that drive consumers' purchase intentions remains limited, particularly in the context of short-form video ecosystems. This study investigates the influence of four key determinants: entertainment value, informativeness, creator credibility, and social influence on consumer purchase intention toward products promoted through Instagram Reels and YouTube Shorts. A quantitative research design was adopted using a dataset comprising 450 respondents. Statistical analyses include descriptive statistics, reliability analysis, exploratory factor analysis, Pearson correlation, and multiple regression analysis to examine the proposed relationships. The findings indicate that all four independent variables positively influence purchase intention, with creator credibility emerging as the strongest predictor, followed by entertainment value and social influence. The study contributes to the growing literature on digital consumer behavior by providing a structured analytical framework for understanding how short-form video content shapes purchasing decisions. The findings also offer practical insights for marketers seeking to optimize content strategies on Instagram Reels and YouTube Shorts while discussing an empirical methodology suitable for future research.