EXAMINING THE INFLUENCE OF SHORT-FORM VIDEO CONTENT CREATORS ON YOUTH CONSUMER BEHAVIOR
Keywords:
Short-form video, influencer marketing, Gen Z, purchase intention, Social MediaAbstract
The rise of short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts has transformed digital marketing and consumer behavior, particularly among young consumers. This systematic review aims to synthesize existing research on the influence of short-form video content creators, often referred to as influencers, on young consumers’ attitudes, purchase intentions, and behavioral outcomes. Following PRISMA guidelines, a comprehensive search was conducted across major databases, yielding 30 empirical studies that met the inclusion criteria. The findings reveal that social media influencers significantly shape consumer trust, brand perceptions, and purchasing behaviors, with authenticity, expertise, and content engagement emerging as key mediators. Furthermore, platform-specific factors and generational characteristics, especially among Generation Z, play a crucial role in moderating influencer effectiveness. This review highlights the evolving landscape of influencer marketing within short-form video ecosystems and identifies critical areas for future research, particularly the ethical considerations surrounding influencer transparency and the psychological impact on young audiences.
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