Project – Influence of Short-Form Video Marketing on Consumer Purchase Decisions. A Study of Selected fashion brands in Lagos State

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

The rapid development of digital technology has significantly transformed the way businesses communicate with consumers, promote products and influence purchasing decisions. Social media platforms have become important marketing channels through which brands can communicate directly with existing and potential customers using visual, interactive and user-generated content. In Nigeria, the expansion of social media use has created an increasingly important environment for digital marketing, particularly for businesses targeting younger and digitally active consumers. DataReportal (2024) reported that Nigeria had approximately 36.75 million active social media user identities in January 2024, while Instagram and TikTok had substantial advertising audiences in the country. The growth of these platforms has provided businesses with opportunities to present products through images, videos, influencers, reviews and interactive content. Consequently, social media marketing has increasingly become an important component of contemporary consumer communication and brand-building strategies (DataReportal, 2024; Dwivedi et al., 2021).

One of the most prominent developments in social media marketing is the increasing use of short-form video marketing, particularly through platforms such as TikTok, Instagram Reels and YouTube Shorts. Short-form videos generally communicate information, entertainment and promotional messages within a brief period and are designed to capture users’ attention quickly. Their visual and interactive characteristics allow marketers to demonstrate products, communicate brand personalities, present styling ideas and encourage consumers to engage with promotional content. Meng, Kou, Duan and Bie (2024) identified trustworthiness, expertise, attractiveness, authenticity and brand heritage as important characteristics of short-form video advertising and found that several of these characteristics were positively associated with consumer purchase behaviour. Similarly, Shen and Wang (2024) found that short-video marketing can influence purchase intention through mechanisms involving users’ perceptions, shared values and individual factors. These findings suggest that short-form videos have developed beyond simple entertainment and have become an important mechanism through which businesses attempt to influence consumer responses (Meng et al., 2024; Shen & Wang, 2024).

The fashion industry is particularly suited to short-form video marketing because fashion products are highly visual and consumers often need to see how products look, fit, move and can be combined with other items before making purchasing decisions. Through short videos, fashion brands can display clothing collections, styling techniques, product demonstrations, customer testimonials, behind-the-scenes activities and influencer collaborations. El-Shihy and Awaad (2025) found that brand-generated and user-generated content on TikTok and Instagram can shape Generation Z consumers’ purchase intentions in the sustainable fashion context. Similarly, Bui et al. (2024) found that entertainment, information, usefulness and interaction within TikTok video content were relevant to young consumers’ online purchase intentions for fashion items. These findings indicate that the usefulness and attractiveness of short-form video content may be particularly relevant to fashion consumers because the format combines product information with visual demonstration and entertainment. Therefore, fashion brands can potentially use short-form videos to create awareness, stimulate interest and encourage consumers to move from product consideration towards purchase (Bui et al., 2024; El-Shihy & Awaad, 2025).

Consumer purchase decisions represent an important outcome of marketing activities because they determine whether consumers ultimately select, purchase and recommend particular products or brands. A purchase decision may be influenced by several factors, including product information, perceived quality, brand image, price, trust, social influence, entertainment and the perceived usefulness of promotional content. In the context of short-form videos, consumers can encounter product information and social cues within a very short period, potentially influencing their perceptions before they make a purchase decision. Rizomyliotis et al. (2024), in a study of TikTok short-video marketing and Generation Z purchase intention, found that trustworthiness, expertise and entertainment content significantly influenced purchase intention. Phongphanich and Sirichote (2024) similarly found that content marketing characteristics and brand identity had statistically significant effects on consumers’ purchase intentions through TikTok. Thus, the nature and quality of short-form marketing content may be important in determining how consumers evaluate and respond to fashion products promoted through social media (Rizomyliotis et al., 2024; Phongphanich & Sirichote, 2024).

The Nigerian fashion market provides an important context for examining the relationship between short-form video marketing and consumer purchase decisions because fashion consumption is increasingly connected with social media trends, influencers and digital brand communication. Nigerian consumers, particularly younger consumers, increasingly encounter fashion products through social media platforms where brands and content creators present new styles and products. The increasing reach of Instagram and TikTok in Nigeria provides fashion businesses with opportunities to communicate product information to large digital audiences without relying exclusively on traditional advertising channels. Recent research on Nigerian fashion consumers found that social media-based brand engagement can influence fashion-related brand outcomes and purchase intentions, demonstrating the relevance of digital consumer engagement to the Nigerian fashion market. In addition, the development of fashion events and digital fashion communities in Nigeria has increased the visibility of local fashion brands within social media environments. Consequently, social media and short-form video platforms have become increasingly relevant to how fashion brands communicate with consumers in Nigeria (DataReportal, 2024; Journal of Marketing Analytics, 2026).

Lagos State represents an important setting for examining the influence of short-form video marketing on consumer purchase decisions because it is a major commercial, media and fashion centre in Nigeria. The state contains a large and diverse population of consumers and hosts numerous local and international fashion businesses that increasingly rely on digital channels to communicate with customers. The concentration of fashion businesses, creative professionals, social media influencers and digitally active consumers makes Lagos a relevant environment for studying contemporary fashion marketing practices. Research on Nigerian fashion consumers has highlighted the importance of social media engagement in shaping consumers’ relationships with fashion brands, while evidence from broader short-video research indicates that content engagement, trust, entertainment and information can influence purchase-related responses. However, consumers in Lagos may respond differently to short-form video marketing depending on their age, income, fashion involvement, digital literacy and previous experience with online shopping. It is therefore necessary to examine the issue within the Lagos context rather than relying entirely on findings from other countries or consumer markets (Bui et al., 2024; Journal of Marketing Analytics, 2026).

Despite the growing use of short-form videos by businesses, questions remain concerning the extent to which such marketing actually influences consumers’ purchase decisions, particularly within the fashion sector in Lagos State. Short-form video exposure does not automatically result in purchase because consumers may evaluate the credibility, usefulness, attractiveness and authenticity of the content before deciding whether to buy. Meng et al. (2024) found that different characteristics of short-form video advertising produce different relationships with consumer purchase behaviour, suggesting that simply producing videos may not be sufficient to influence consumers. More specifically, Lacap et al. (2025) found that TikTok videos from local fashion brands significantly influenced Generation Z purchase intentions, while consumer attitude and trust also played important roles in this relationship. These findings demonstrate the importance of examining not merely the presence of short-form video marketing but the extent to which its characteristics influence consumer purchase decisions. Therefore, this study seeks to investigate the influence of short-form video marketing on consumer purchase decisions among consumers of selected fashion brands in Lagos State (Meng et al., 2024; Lacap et al., 2025).

1.2 Statement of the Problem

The increasing popularity of TikTok, Instagram Reels and other short-form video platforms has created new opportunities for fashion brands to promote their products to consumers. However, the growing use of these platforms has also created intense competition for consumers’ limited attention. DataReportal (2024) reported substantial social media and TikTok usage in Nigeria, indicating that digital platforms provide a potentially large audience for businesses. Nevertheless, the availability of a large digital audience does not necessarily mean that promotional content will result in actual purchase decisions. Consumers are exposed to numerous competing fashion advertisements, influencer recommendations and user-generated videos every day. Consequently, fashion brands may find it difficult to determine whether their investment in short-form video marketing is actually translating into favourable consumer purchase decisions (DataReportal, 2024; Meng et al., 2024).

A second problem concerns the quality and characteristics of short-form video content used by fashion brands. Some promotional videos may be entertaining and visually attractive but provide insufficient product information, while others may provide information without generating sufficient emotional or social engagement. Meng et al. (2024) found that trustworthiness, expertise and attractiveness were positively associated with consumer purchase behaviour, demonstrating that different content characteristics can have different implications for consumer responses. Similarly, Rizomyliotis et al. (2024) found that entertainment, trustworthiness and expertise significantly influenced Generation Z purchase intention in the TikTok context. The implication is that fashion brands cannot necessarily assume that frequent posting or visually appealing videos will automatically result in favourable purchasing outcomes. There is therefore a need to establish which aspects of short-form video marketing are relevant to consumers’ purchase decisions among fashion consumers in Lagos State (Meng et al., 2024; Rizomyliotis et al., 2024).

Another problem is the issue of consumer trust and credibility in short-form video marketing. Social media users may encounter sponsored content, influencer endorsements, edited product demonstrations and user-generated reviews, making it necessary for consumers to evaluate the credibility and authenticity of the information presented to them. Lacap et al. (2025) found that TikTok videos from local fashion brands significantly affected Generation Z purchase intentions and that consumer attitude and trust were important factors in the relationship between the videos and purchase intention. Similarly, Phongphanich and Sirichote (2024) found significant relationships between TikTok content marketing, brand identity and purchase intention. However, these findings do not establish whether consumers of selected fashion brands in Lagos State respond to short-form video marketing in the same way. The absence of sufficient location-specific evidence creates a need to examine the role of short-form video content, trust, engagement and related marketing characteristics in the purchase decisions of Lagos consumers (Lacap et al., 2025; Phongphanich & Sirichote, 2024).

Finally, there is a gap in empirical evidence specifically examining the influence of short-form video marketing on consumer purchase decisions among selected fashion brands in Lagos State. Existing studies have examined TikTok marketing, purchase intention and fashion products in countries such as Singapore, Vietnam and the Philippines, while more recent research has examined local fashion brands and Generation Z consumers in other contexts. Although these studies provide useful evidence, differences in consumer culture, purchasing power, fashion preferences, social media behaviour and market conditions mean that their findings cannot automatically be generalized to Lagos consumers. Bui et al. (2024) examined young consumers purchasing fashion items through TikTok in Vietnam, while Lacap et al. (2025) examined local fashion brands and Generation Z consumers in the Philippines. The Nigerian fashion market therefore requires additional empirical evidence concerning how consumers in Lagos respond to short-form promotional videos from fashion brands. This study is designed to address this gap by examining the influence of short-form video marketing on consumer purchase decisions among selected fashion brands in Lagos State (Bui et al., 2024; Lacap et al., 2025).

1.3 Objectives of the Study

The general objective of this study is to examine the influence of short-form video marketing on consumer purchase decisions among selected fashion brands in Lagos State.

The specific objectives are to:

1. Examine the influence of short-form video entertainment content on consumer purchase decisions among selected fashion brands in Lagos State.
2. Determine the influence of short-form video informational content on consumer purchase decisions among selected fashion brands in Lagos State.
3. Assess the influence of short-form video authenticity and credibility on consumer purchase decisions among selected fashion brands in Lagos State.
4. Examine the influence of short-form video consumer engagement on consumer purchase decisions among selected fashion brands in Lagos State.

1.4 Research Questions

The study will be guided by the following research questions:

1. What is the influence of short-form video entertainment content on consumer purchase decisions among selected fashion brands in Lagos State?
2. What is the influence of short-form video informational content on consumer purchase decisions among selected fashion brands in Lagos State?
3. What is the influence of short-form video authenticity and credibility on consumer purchase decisions among selected fashion brands in Lagos State?
4. What is the influence of short-form video consumer engagement on consumer purchase decisions among selected fashion brands in Lagos State?

1.5 Research Hypothesis

The following null hypothesis will be tested at the 0.05 level of significance:

H₀: Short-form video marketing has no significant influence on consumer purchase decisions among selected fashion brands in Lagos State.

1.6 Significance of the Study

Fashion Brand Managers: The study will provide fashion brand managers with empirical information on how consumers respond to short-form video marketing. The findings may assist managers in developing video content that is informative, entertaining, credible and capable of encouraging consumer engagement.

Marketing Professionals: The study will be useful to marketing practitioners by providing evidence on the relationship between short-form video marketing and consumer purchase decisions. It may assist marketers in developing more effective social media campaigns and allocating promotional resources more strategically.

Fashion Businesses in Lagos State: The findings may help local fashion businesses understand how consumers interact with short-form promotional content. This may assist brands in improving their digital communication, product presentation and customer engagement strategies.

Consumers: The study may contribute to consumers’ understanding of how short-form marketing content can influence their perceptions and purchase decisions. Greater awareness may encourage consumers to critically evaluate promotional claims and product information before making purchasing decisions.

Advertising and Digital Marketing Agencies: The study may provide useful evidence for agencies involved in developing social media campaigns for fashion brands. The findings may help such agencies understand the content characteristics that are more relevant to consumer responses.

Researchers and Students: The study will contribute to the literature on digital marketing, short-form video marketing, social media marketing and consumer behaviour. It may also provide a basis for future research on digital marketing and fashion consumption in Nigeria.

1.7 Scope of the Study

The study focuses on theinfluence of short-form video marketing on consumer purchase decisions among selected fashion brands in Lagos State.

The independent variable is short-form video marketing, operationalized through four dimensions: entertainment content, informational content, authenticity and credibility, and consumer engagement. The dependent variable is consumer purchase decisions, which will be examined in terms of consumers’ willingness to consider, select and purchase fashion products promoted through short-form video platforms.

Geographically, the study is limited to selected fashion brands and their consumers in Lagos State, Nigeria. The study will focus on consumers who have encountered fashion-related short-form video marketing on platforms such as TikTok, Instagram Reels and YouTube Shorts. The study will not cover all fashion brands operating in Nigeria.

1.8 Operational Definition of Terms

Short-Form Video Marketing: The use of brief video content distributed through digital and social media platforms to communicate promotional information about products, services or brands to consumers.

Consumer Purchase Decision: The process through which a consumer evaluates alternatives and decides whether to purchase a particular fashion product or brand.

Fashion Brand: A business or commercial identity associated with the design, production, distribution or marketing of clothing, footwear, accessories or related fashion products.

Entertainment Content: The extent to which short-form marketing videos provide amusement, excitement, creativity or enjoyable experiences to viewers.

Informational Content: The extent to which short-form videos provide useful and relevant information about fashion products, including features, prices, styles, availability, quality and methods of use.

Authenticity: The degree to which consumers perceive short-form video content as genuine, realistic and consistent with the actual characteristics of the promoted fashion brand or product.

Credibility: The extent to which consumers perceive the information, claims, creator or source of a short-form marketing video as trustworthy and believable.

Consumer Engagement: The degree to which consumers interact with short-form marketing content through activities such as viewing, liking, commenting, sharing, saving, following or discussing the content.

Purchase Intention: The likelihood that a consumer will consider purchasing a fashion product after being exposed to marketing information.

Social Media Marketing: The use of social networking and digital platforms to communicate with consumers, promote products, build brands and facilitate customer engagement.

Fashion Consumer: An individual who purchases, considers purchasing or regularly interacts with fashion products and brands.

1.9 Organisation of the Study

The study will be organized into five chapters. Chapter One presents the introduction, background to the study, statement of the problem, objectives, research questions, hypothesis, significance, scope and operational definitions of terms. Chapter Two will review relevant conceptual, theoretical and empirical literature on short-form video marketing and consumer purchase decisions. Chapter Three will discuss the research methodology, including research design, population, sample size, sampling technique, research instrument, validity, reliability and methods of data analysis. Chapter Four will present, analyse and interpret the data collected from respondents and test the research hypothesis. Chapter Five will provide the summary of findings, conclusion and recommendations.

Project – Influence of Short-Form Video Marketing on Consumer Purchase Decisions. A Study of Selected fashion brands in Lagos State