Impact of short-form video advertising on purchase decisions among university students in Vijayawada

Authors

  • Paruchuri Yaswanth Venkata Sai KL Business School, Koneru Lakshmaiah Education Foundation
  • Madhavi Sripathi Assistant Professor, KL Business School, Koneru Lakshmaiah Education Foundation, Green Fields, Vaddeswaram Campus, Guntur District, A.P.

Keywords:

Short-form Video Advertising, Purchase Decision, University Students, Instagram Reels, YouTube Shorts, Consumer Behavior, Digital Marketing, Impulse Buying

Abstract

This study examines the rise of modern digital marketing, focusing on the impact of short-form video advertisements on the purchase decisions of university students of Vijayawada. With 150 responses, this paper attempts to understand the interconnectedness between video consumption and consumer behavior. The study finds through visual analysis that short-form video advertisements strongly dominate student attention, with videos being a key impulse-buying trigger, primarily driven by influencer trust and aesthetics rather than typical discounts. The paper concludes that for brands looking to impact the purchasing decisions of university students, an extremely authentic and influencer-driven approach is required to cut through the noise of typical digital video advertising.

References

Smith, J. & Johnson, M. (2022). The TikTok Effect: How Short-Form Video is Rewriting Retail. Journal of Digital Consumer Behavior, 14(3), 45-62.

Batra, R., & Keller, K. L. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing, 80(6), 122–145.

Lee, S., & Kim, H. (2023). Scrolling to Purchase: Impulse Buying in the Age of Instagram Reels. International Journal of E-Commerce Studies, 29(1), 112-130.

Kumar, A., & Sharma, P. (2021). Social Commerce in Tier-2 Indian Cities: A Study on University Student Spending. Indian Journal of Marketing Research, 9(4), 88-105.

Chen, Y., & Lin, C. (2024). Authenticity over Aesthetics: Trust Factors in Micro-Influencer Video Campaigns. Global Digital Marketing Review, 11(2), 210-225.

Published

2026-10-17

How to Cite

Paruchuri Yaswanth Venkata Sai, & Madhavi Sripathi. (2026). Impact of short-form video advertising on purchase decisions among university students in Vijayawada. Journal of Advanced Research in Journalism & Mass Communication, 13(3&4), 88-92. Retrieved from https://adrjournalshouse.com/index.php/Journalism-MassComm/article/view/2976

Issue

Vol. 13 No. 3&4 (2026): Journal of Advanced Research in Journalism and Mass Communication

Section

Review Article

Copyright (c) 2026 Journal of Advanced Research in Journalism & Mass Communication

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.