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A Conceptual Framework on Short-Form Video Marketing and Its Influence on Purchase Intent among Gen Z Consumers

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Conceptual model reveals influencer credibility and engagement boost purchase intent in Gen Z, suggesting implications for marketers.

Exposure to short-form video marketing increases purchase intent when perceived as authentic.
Influencer credibility plays a crucial role in affecting Gen Z's purchase intent.
Demographic variables like gender, income, and location moderate the impact of video marketing.
The model provides valuable insights for marketers targeting Gen Z consumers via short-form videos.

Lukasz Bikowski (2025) studied this question.

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