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@article{198437,
        author = {Tannu Rathore and Anupam Prajapati and Aditya Kumar and Kritika Pal},
        title = {Customer Engagement through Short-Form Video Marketing},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {13221-13232},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=198437},
        abstract = {The speedy adoption of short video platforms such as YouTube Shorts, Instagram Reels have boosted the digital marketing strategy. The recent study examines how people are engaging with relatable contents, interactive components, creativity and fun videos to enhance engagement with consumers. This research paper explores the role of short-form video marketing in enhancing customer engagement by examining its impact on behavioural, emotional, and cognitive engagement dimensions.
This study encompasses areas such as storytelling in a short time span, authenticity, trend-driven content, and activities for viewing and its implications on the involvement of viewers in engaging and recollecting information about the brand. Findings suggest that short-form video content significantly boosts engagement levels, particularly among younger audiences who actively consume digital media. In conclusion, short time span video marketing is not only a trend for an era but not less than a basic requirement for online marketing, especially for young audience.},
        keywords = {Short-form video marketing, Customer engagement, Authenticity, Storytelling, Brand recall},
        month = {April},
        }