How Short Video Platforms Influence the Purchasing Habits of Young Consumers: Mechanisms, Challenges, and Emerging Trends

Du Li

doi:10.54254/2754-1169/2025.20732

Research Article

Open access

Published on 8 February 2025

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Li,D. (2025). How Short Video Platforms Influence the Purchasing Habits of Young Consumers: Mechanisms, Challenges, and Emerging Trends. Advances in Economics, Management and Political Sciences,164,86-95.

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How Short Video Platforms Influence the Purchasing Habits of Young Consumers: Mechanisms, Challenges, and Emerging Trends

Du Li *^,1,

¹ W. P. Carey School of Business, Arizona State University, Arizona, USA

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/2025.20732

Abstract

This paper explores the transformative impact of short video platforms on young consumers’ purchasing habits. By integrating theories of consumer behavior, such as the AIDA model, and examining short video marketing models, this study reveals the mechanisms by which these platforms capture attention, stimulate interest, and drive purchase decisions. Through personalized content recommendations and the roles of Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), short videos leverage social trust and emotional connections to influence consumer behavior. Case studies of successful and unsuccessful campaigns further highlight the factors contributing to effective short video marketing, such as creative content design, precise targeting, and interactive user experiences. The paper also identifies emerging trends, including technological innovations like augmented reality and the increasing digitization of consumer behaviors. Challenges such as attention fragmentation, information fatigue, and ethical concerns around data privacy are discussed, along with future prospects for more personalized and community-driven strategies. This research provides practical insights for brands aiming to optimize their short video marketing strategies, offering a comprehensive understanding of this rapidly evolving field.

Keywords

Short video marketing, consumer behavior, young consumers, social trust, digital marketing

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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 4th International Conference on Business and Policy Studies

Conference website: https://2025.confbps.org/

ISBN：978-1-83558-951-9(Print) / 978-1-83558-952-6(Online)

Conference date: 20 February 2025

Editor：Canh Thien Dang

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.164

ISSN：2754-1169(Print) / 2754-1177(Online)

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