Abstract:
Purpose – In recent years short videos has emerged as a new marketing tool which have played phenomenal part in increasing customer awareness and inspiration. Therefore, it is important for marketers to understand the psychological mechanism behind customer inspiration and change in consumer behavior due to emerging market of short videos. Little has been done to empirically study the subject area in the context of short videos. The process through which customer get inspiration and eventually there is change in behavior remains exclusive. This is the reason this study conceptualizes customer inspiration and purchase intention in the context of short video marketing and explores the two antecedents’ informational content and presence. Literature Review – Takeaways from previous studies about consumer behavior mechanism, role of customer inspiration, informational factors that contribute and how sense of presence effects purchase intention are listed and discussed to find out already build relationships and to form hypothesis for this research. Methodology – Survey methodology was used and 384 responses were collected in the region of Rawalpindi/Islamabad. To examine the hypothesis relation structural equation modeling SEM was used to analyze and Smart PLS 4 was used for data analysis. Findings – The study findings demonstrated that informational content and presence have a positive impact on customer inspiration and also verify customer inspiration positive impact on purchase intention. We also analyzed the direct relation of informational content, presence and purchase intention which shows positive impact of informational content and presence on purchase intention. Originality – This study provides a unique perspective in the domain of short video marketing which can help marketers to attract and inspire customers using short form video content on social media platforms.
