Swipe, watch, buy: Unraveling the power of product placement in short videos on youth impulse purchasing

Abstract

Drawing from the Stimulus-Organism-Response (S-O-R) model, this research aims to assess the dynamic impact of short-video product placement on the impulse buying behavior of young consumers. A structured survey was administered to a sample of 328 young consumers, aged between 18 and 30, who regularly engage with short video content on platforms like TikTok, Instagram, and Reels. The findings reveal that product relevance significantly enhances enjoyment, thereby improving engagement with narratives that incorporate product placements seamlessly. Emotional appeal in content markedly increases this enjoyment, underlining the effectiveness of emotionally resonant narratives and visuals. The study further demonstrates that a robust product-influencer fit amplifies the authenticity of the advertising message, leading to greater content enjoyment for viewers. Crucially, it confirms that the perceived enjoyment derived from engaging with short videos has a positive correlation with impulse buying behavior among young consumers. These insights underscore the importance of emotional and experiential elements in short-video content, shaping the purchasing decisions of younger audiences. This research contributes to the understanding of effective marketing strategies in the evolving digital realm, emphasizing the necessity for content creators and advertisers to prioritize narrative integration, emotional connectivity, and authenticity of influencer endorsements to effectively captivate and influence the youth market.