Impact of Short-Form Video Content (Instagram Reels & Youtube Shorts) on Purchase Intention of Fmcg Products Among Gen Z Consumers

Priyakshi Roy, MBA Student, priyakshiroy24@nsb.edu.in,
Priyanshu Sahay, MBA Student, priyanshusahay24@nsb.edu.in
Sarita Gorai, MBA Student, saritagorai24@nsb.edu.in
NSB Academy, Bangalore – 560099

ABSTRACT:Short-form video platforms such as Instagram Reels and YouTube Shorts have rapidly become central to how Generation Z discovers and evaluates brands, especially in frequently purchased categories like fast‑moving consumer goods (FMCG). Existing empirical work from India and other countries consistently shows that short video marketing can lift brand awareness, engagement and purchase intention when the content is entertaining, relevant and perceived as genuine.This paper uses a secondary research approach to examine how specific attributes of short-form video content influence Gen Z consumers’ intention to buy FMCG products. Drawing on studies published mainly between 2019 and 2026, it focuses on entertainment value, informativeness, ease of use, influencer credibility, personalisation and platform characteristics as key stimuli. The discussion is organised around the Stimulus–Organism–Response (SOR) and AIDA models and considers trust, attitude, emotional involvement and perceived value congruence as psychological mediators between short-form video exposure and purchase intention.