EXAMINING THE INFLUENCE OF SHORT-FORM VIDEO CONTENT CREATORS ON YOUTH CONSUMER BEHAVIOR
Kata Kunci:
Short-form video, influencer marketing, Gen Z, purchase intention, Social MediaAbstrak
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.
Referensi
Angmo, P., & Mahajan, R. (2024). Virtual influencer marketing: a study of millennials and gen Z consumer behaviour. Qualitative Market Research, 27(2), 280–300. https://doi.org/10.1108/QMR-01-2023-0009
Ateş, A., Sunar, H., & Erdem, B. (2024). The Generation Z’s Trust in Digital Influencers on Unplanned Purchase Behavior. Galactica Media: Journal of Media Studies, 6(4), 350–373. https://doi.org/10.46539/gmd.v6i4.499
Babu, E., Joseph, N. M., & Aboobaker, N. (2024). Unveiling the Impact of Influencer Attributes on Purchase Intention of Gen Z: The Moderating Role of Parasocial Interaction. Global Business Review. https://doi.org/10.1177/09721509241280996
Bratina, D., & Faganel, A. (2024). Understanding Gen Z and Gen X Responses to Influencer Communications. Administrative Sciences, 14(2). https://doi.org/10.3390/admsci14020033
Cardoso, A., Pereira, M. S., Silva, A., Souza, A., Oliveira, I., & Figueiredo, J. (2024). The Influence of Digital Influencers on Generation Y’s Adoption of Fintech Banking Services in Brazil. Sustainability (Switzerland), 16(21). https://doi.org/10.3390/su16219604
Chantanasewi, C., & Parnkam, S. (2024). Developing effective influencer strategies for the modern digital era. International Journal of Advanced and Applied Sciences, 11(12), 13–21. https://doi.org/10.21833/ijaas.2024.12.002
Chiu, C. L., & Ho, H.-C. (2023). Impact of Celebrity, Micro-Celebrity, and Virtual Influencers on Chinese Gen Z’s Purchase Intention Through Social Media. SAGE Open, 13(1). https://doi.org/10.1177/21582440231164034
Copeland, L., Lyu, J., & Han, J. (2023). Does Familiarity Matter? Examining Model Familiarity in Instagram Advertisements. Journal of Internet Commerce, 22(1), 97–121. https://doi.org/10.1080/15332861.2021.2011600
David, M. E., & Roberts, J. A. (2024). TikTok Brain: An Investigation of Short-Form Video Use, Self-Control, and Phubbing. Social Science Computer Review. https://doi.org/10.1177/08944393241279422
Fibra, A., & Danoehoesodo, A. N. M. (2024). Female Gen Z’s Perspectives Toward Beauty Social Media Influencer Attributes Based on TEARS Model. 2024 International Conference on Intelligent Cybernetics Technology and Applications, ICICyTA 2024, 1019–1024. https://doi.org/10.1109/ICICYTA64807.2024.10913211
Ghosh, P., Upadhyay, S., Srivastava, V., Dhiman, R., & Yu, L. (2024). How influencer characteristics drive Gen Z behavioural intentions of selecting fast-food restaurants: mediating roles of consumer emotions and self-construal. British Food Journal, 126(12), 4072–4092. https://doi.org/10.1108/BFJ-12-2023-1154
Ha, V. D., & Nguyen, T. T. (2024). A Study on the Impact of Social Media Platforms on Online Retail Performance. Journal of Ecohumanism, 3(6), 955–971. https://doi.org/10.62754/joe.v3i6.4064
Haliti-Sylaj, T., & Sadiku, A. (2024). Impact of Short Reels on Attention Span and Academic Performance of Undergraduate Students. Eurasian Journal of Applied Linguistics, 10(3), 60–68. https://doi.org/10.32601/ejal.10306
Hazari, S., & Sethna, B. N. (2023). A Comparison of Lifestyle Marketing and Brand Influencer Advertising for Generation Z Instagram Users. Journal of Promotion Management, 29(4), 491–534. https://doi.org/10.1080/10496491.2022.2163033
Hoo, W. C., Hau, C. S., Moosa, V., Raman, A., & Khan, M. K. (2024). Relationship of consumer behaviour in social media influences between perceived quality and brand awareness respectively towards brand image. Humanities and Social Sciences Letters, 12(2), 149–161. https://doi.org/10.18488/73.v12i2.3658
Hu, S., Kirkpatrick, C. E., Lee, N., Hong, Y., Lee, S., & Hinnant, A. (2024). Using Short-Form Videos to Get Clinical Trial Newcomers to Sign Up: Message-Testing Experiment. Journal of Medical Internet Research, 26. https://doi.org/10.2196/49600
Kahr, M., Leitner, M., & Ljubić, I. (2024). The Impact of Passive Social Media Viewers in Influence Maximization. INFORMS Journal on Computing, 36(6), 1362–1381. https://doi.org/10.1287/ijoc.2023.0047
Kholkina, V., Chesnokova, E., & Zelenskaya, E. (2025). Virtual or human? The impact of the influencer type on Gen Z consumer outcomes. Journal of Product and Brand Management, 34(1), 104–118. https://doi.org/10.1108/JPBM-12-2023-4885
Mardhiyah, A. S. (2022). TECHNOLOGY’S ROLE IN RESHAPING THE E-COMMERCE LANDSCAPE. Artificial Intelligence Research and Applied Learning, 1(2). https://journal.dinamikapublika.id/index.php/aira
Martínez-Falcó, J., Sánchez-García, E., Marco-Lajara, B., & Fuentes-Fernández, R. (2024). Social media influencer marketing and economic performance in the Spanish wine industry: unravelling the role of corporate social legitimacy. British Food Journal, 126(12), 4036–4054. https://doi.org/10.1108/BFJ-11-2023-0994
Mrisha, S. H., & Xixiang, S. (2024). The power of influence: How social media influencers are shaping consumer decision making in the digital age. Journal of Consumer Behaviour, 23(4), 1844–1853. https://doi.org/10.1002/cb.2308
Mulyono, H. (2024). Pengaruh Diskon Tanggal Kembar Pada E-Commerce Terhadap Keputusan Pembelian | International Journal of Economics And Business Studies. International Journal of Economics And Business Studies (IJEBS), 1(1), 1–20. https://journal.dinamikapublika.id/index.php/IJEBS/article/view/2
Munaro, A. C., Barcelos, R. H., & Maffezzolli, E. C. F. (2024). The impact of influencers on sustainable consumption: A systematic literature review. Sustainable Production and Consumption, 52, 401–415. https://doi.org/10.1016/j.spc.2024.10.024
Notteboom, T., Baştuğ, S., Bitiktaş, F., Akan, E., & Yercan, F. A. (2024). Influencer marketing in B2B services: a holistic approach for the container shipping industry. Maritime Economics and Logistics, 26(4), 545–571. https://doi.org/10.1057/s41278-024-00303-2
Omeish, F., Al Khasawneh, M., & Khair, N. (2024). Investigating the impact of AI on improving customer experience through social media marketing: An analysis of Jordanian Millennials. Computers in Human Behavior Reports, 15. https://doi.org/10.1016/j.chbr.2024.100464
Putri, L. W. B. (2022). TRACING THE DEVELOPMENT OF MARKETING IN THE AI ERA: A COMPREHENSIVE LITERATURE ANALYSIS. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Rizomyliotis, I., Konstantoulaki, K., & Giovanis, A. (2024). Social Media Influencers’ Credibility and Purchase Intention: The Moderating Role of Green Consumption Values. American Behavioral Scientist. https://doi.org/10.1177/00027642241236172
Rolando, B., Ariyanto, K., Alexia, K. R., & Hartanti, R. (2022). PERAN AI DAN BIG DATA DALAM MENGOPTIMALKAN STRATEGI PEMASARAN DIGITAL. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Rolando, B., Chandra, C. K., & Widjaja, A. F. (2025). TECHNOLOGICAL ADVANCEMENTS AS KEY DRIVERS IN THE TRANSFORMATION OF MODERN E-COMMERCE ECOSYSTEMS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Rolando, B., & Ingriana, A. (2024). SUSTAINABLE BUSINESS MODELS IN THE GREEN ENERGY SECTOR: CREATING GREEN JOBS THROUGH RENEWABLE ENERGY TECHNOLOGY INNOVATION. International Journal of Economics And Business Studies, 1(1), 43–56. https://doi.org/10.1234/IJEBS.V1I1.3
Rolando, B., & Mulyono, H. (2025a). Diverse Learning Environments on Students Entrepreneurial Intentions. International Journal of Pedagogy and Teacher Education-9, 9(1), 119–137. https://doi.org/10.20961/ijpte.v9i1.98592
Rolando, B., & Mulyono, H. (2025b). E-Commerce as a Catalyst for Digital Economy Development: A Study of Marketing Strategies and Their Impact. Journal of Distribution Science, 23(4), 61–79. https://doi.org/10.15722/jds.23.04.202504.61
Rolando, B., Widjaja, A. F., & Chandra, C. K. (2025). UNDERSTANDING FASHION PURCHASING DECISIONS: A SYSTEMATIC REVIEW OF CONSUMER BEHAVIOR IN RETAIL (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/mosaic
Scholz, J. (2021). How Consumers Consume Social Media Influence. Journal of Advertising, 50(5), 510–527. https://doi.org/10.1080/00913367.2021.1980472
Setiawan, B. L. T. (2022). ANALISIS PERAN AUGMENTED REALITY (AR) DALAM PEMASARAN DAN DAMPAKNYA PADA PERILAKU KONSUMEN. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Sun, Y., Wang, R., Cao, D., & Lee, R. (2022). Who are social media influencers for luxury fashion consumption of the Chinese Gen Z? Categorisation and empirical examination. Journal of Fashion Marketing and Management, 26(4), 603–621. https://doi.org/10.1108/JFMM-07-2020-0132
Tan, D. M. (2022). A SYSTEMATIC REVIEW OF THE AI-POWERED MARKETING REVOLUTION: FROM TRADITIONAL TO DATA-DRIVEN APPROACHES. Artificial Intelligence Research and Applied Learning, 1(2). https://journal.dinamikapublika.id/index.php/aira
Van Daele, T., Iyer, A., Zhang, Y., Derry, J. C., Huh, M., & Pavel, A. (2024). Making Short-Form Videos Accessible with Hierarchical Video Summaries. Conference on Human Factors in Computing Systems - Proceedings. https://doi.org/10.1145/3613904.3642839
Vilas Chavare, P., Nayak, S., Birau, R., & Alapati, V. (2025). Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers? F1000Research, 13. https://doi.org/10.12688/f1000research.157553.3
Wang, F., Zhang, C., Lin, F., Chi, M., & Zhao, J. (2024). Understanding the effectiveness of influencer recommendation information on social media platforms. Journal of Consumer Behaviour, 23(5), 2163–2177. https://doi.org/10.1002/cb.2330
Widjaja, A. F. (2025). FACTORS INFLUENCING PURCHASE INTENTION IN E-COMMERCE: AN ANALYSIS OF BRAND IMAGE, PRODUCT QUALITY, AND PRICE. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Wigayha, C. K., Rolando, B., & Wijaya, A. J. (2025a). A DEMOGRAPHIC ANALYSIS OF CONSUMER BEHAVIORAL PATTERNS ON DIGITAL E-COMMERCE PLATFORMS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Wigayha, C. K., Rolando, B., & Wijaya, A. J. (2025b). MOTION GRAPHICS FOR E-COMMERCE: AN ANALYSIS OF ITS IMPACT ON SALES CONVERSION (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/mosaic
Wigayha, C. K., Rolando, B., & Wijaya, A. J. (2025c). PELUANG BISNIS DALAM INDUSTRI HIJAU DAN ENERGI TERBARUKAN. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(1), 62–79. https://doi.org/10.1234/JUMDER.V1I1.7
Wijaya, A. J. (2022). PERAN DAN IMPLEMENTASI TEKNOLOGI KECERDASAN BUATAN DALAM PENGALAMAN KONSUMEN E-COMMERCE: SEBUAH TINJAUAN SISTEMATIS. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Wijaya, J. J., Setyo, M., William, K., & Chandra, Y. U. (2022). The Effect of Information Quality on Product Reviews in the Short Video Platform for Viewers Purchase Intention. ACM International Conference Proceeding Series, 387–392. https://doi.org/10.1145/3575882.3575957
Winata, V. (2022). OPTIMIZING BIG DATA PROCESSING THROUGH ARTIFICIAL INTELLIGENCE: A SYSTEMATIC LITERATURE REVIEW. Artificial Intelligence Research and Applied Learning, 1(2). https://journal.dinamikapublika.id/index.php/aira
Zhu, X., & Deng, R. (2024). Inclusive and Sustainable Supply Chain Strategies in Live E-Commerce: The Role of Influencer Marketing and Spillover Effects. Sustainability (Switzerland), 16(24). https://doi.org/10.3390/su162410985
