The continuous growth in digitization especially social media has totally change the way that consumers purchase their products. The way that consumers discover products, evaluate it and purchase it has undergone a lot of changes. The paper is specifically focusing on the impact on short content platforms which are Instagram and Youtube Shorts. This platform plays an important role in shaping brand awareness, product perception and purchase intention. This paper follows a mixed-method approach wherein the primary data is collected through a structured questionnaire and secondary data would include data collected through the previously carried out research work, articles, blogs, books, etc.
Ms. Shweta Dubey (Fri,) studied this question.
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