SHORT-FORM VIDEO CONSUMPTION & CONSUMER BEHAVIOUR: A REVIEW OF EMERGING PATTERNS AND PURCHASE INTENT

Short-form video platforms TikTok, Instagram Reels, and YouTube Shorts have grown from entertainment 
niches into significant commercial channels that reshape how people discover and buy products. This paper 
reviews literature from academic journals, including the Journal of Consumer Research, the Journal of 
Interactive Marketing, and Computers in Human Behaviour, alongside industry reports from McKinsey and 
Hootsuite, to map out what actually drives purchasing decisions in short-video environments. The evidence 
points to three recurring forces: algorithmic personalisation, parasocial ties between creators and viewers, and 
the compulsive scroll mechanics built into each platform. Together, these create conditions where impulse 
buying and identity-driven consumption become more common than deliberate evaluation. The review also 
draws attention to concerns around digital wellbeing and regulatory gaps that researchers have only recently 
started to take seriously.