AN ANALYTICAL STUDY ON STUDENTS' PURCHASING INTENTIONS INFLUENCED BY SHORT VIDEO ADVERTISEMENTS

Abstract

The rapid growth of short video commercials on digital platforms has changed consumer behaviour, with students being most affected. In this paper, the study investigates the impact of short video advertisements on the purchase intentions of students, with reference to major influencer factors that include information usefulness, emotional attitude, and attractiveness. This paper uses an analytical approach in conducting the study and gathering primary data from 120 students across all levels: higher secondary, undergraduates, and postgraduates, through a structured questionnaire.
The research studies how the three independent variables, namely information usefulness (relevance and clarity of product details), emotional attitude (feelings and psychological responses evoked), and attractiveness (visual appeal and creativity of the ad), influence the dependent variable, purchase intention. Statistical tools are used to analyze the data to establish the among these factors. The collected data was analyzed using descriptive statistics such as percentages and weighted mean to summarize respondents' perceptions. Inferential statistical tests, including t-test and ANOVA, were employed to examine significant differences between groups, ensuring robust findings. The results provide valuable insights into the factors influencing students' purchasing intentions through short video advertisements and determine their individual and collective influence on students' decision-making. The findings can help marketers design more impactful advertisements that resonate with the student demographic, ultimately driving better engagement and conversion rates.