Impact of Short-Form Video Marketing on Customer Retention

Abstract

The rapid rise of short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts has transformed digital marketing strategies globally. Unlike traditional long-form advertising, short-form videos deliver compressed, visually stimulating, and algorithm-driven content that captures consumer attention within seconds. This study investigates the impact of short-form video marketing on customer retention, a crucial indicator of long-term business performance. Using a conceptual framework grounded in engagement theory, relationship marketing, and impulse consumption behavior, this paper explores how entertainment value, authenticity, personalization, and emotional resonance influence repeat purchase intention and brand loyalty. The study employs a quantitative cross-sectional design with data collected from 486 digital consumers across India and North America. Structural Equation Modeling (SEM) reveals that content engagement, perceived authenticity, and algorithmic personalization significantly predict customer retention, while information overload negatively moderates this relationship. The findings offer actionable insights for marketers seeking sustainable customer relationships through short-form video ecosystems