stdClass Object
(
    [id] => 15703
    [paper_index] => 202504-01-021169
    [title] => EXPLORING GEN Z ENGAGEMENT WITH SHORT-FORM VIDEO MARKETING IN THE INDIAN DIGITAL LANDSCAPE
    [description] => 
    [author] => Dr. Lalit J. Kanore
    [googlescholar] => 
    [doi] => 
    [year] => 2025
    [month] => April
    [volume] => 11
    [issue] => 4
    [file] => fm/jpanel/upload/2025/April/202504-01-021169.pdf
    [abstract] =>  In recent times, short-form video marketing has emerged as one of the most powerful tools in the ecosystem of Indian digital marketing space, particularly for engaging Generation Z, a demographic that forms nearly 27% of the country’s population. Following the ban on TikTok, platforms like Instagram Reels, YouTube Shorts, and homegrown apps such as Moj and Josh have rapidly gained popularity. This paper is an attempt to find how these platforms are being leveraged to engage Indian Gen Z audiences by assessing behavioural patterns, content preferences, and brand strategies tailored for this generation. Gen Z having a strong inclination toward mobile-first, visual, and vernacular content, Indian Gen Z exhibits exceptional engagement traits that demand personalized and localized marketing approaches. Through the analysis of psychological drivers and real-world brand case studies such as Zomato, Boat, Myntra, Netflix, Mamaearth, Swiggy, CRED, and Josh this research highlights the role of regional influencers, festival-driven campaigns, and the increasing impact of user-generated content (UGC). The paper concludes with insights into the opportunities, challenges and limitations brands face in this evolving landscape.
    [keywords] => Gen Z India, short-form video marketing, TikTok ban, Instagram Reels, YouTube Shorts, digital engagement, consumer behaviour, influencer marketing, regional content, vernacular marketing
    [doj] => 2025-04-22
    [hit] => 
    [status] => 
    [award_status] => P
    [orderr] => 107
    [journal_id] => 1
    [googlesearch_link] => 
    [edit_on] => 
    [is_status] => 1
    [journalname] => EPRA International Journal of Multidisciplinary Research (IJMR)
    [short_code] => IJMR
    [eissn] =>  2455-3662 (Online)
    [pissn] => - --
    [home_page_wrapper] => images/products_image/11.IJMR.png
)
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