IMPACT OF INSTAGRAM REELS ON BRAND AWARENESS, CONSUMER ENGAGEMENT, AND PURCHASE INTENTION: A STUDY OF CONSUMERS IN INDIA

Abstract

Technology and the internet are changing fast. This is changing the way that businesses talk to consumers. The internet and technology are making it easier for businesses to communicate with consumers. Among various social media trends, short-form video content has emerged as one of the most effective tools for attracting consumer attention and increasing audience engagement. Instagram Reels, introduced as a short-video feature on Instagram, has gained immense popularity among consumers and businesses due to its entertaining, visually appealing, and interactive nature. Businesses increasingly use Instagram Reels to promote products, create brand awareness, engage consumers, and influence purchasing behaviour. The present study titled “Impact of Short-Form Video Content (Instagram Reels) on Brand Awareness and Consumer Engagement: A Study of Consumers in India” was undertaken to examine the influence of Instagram Reels on consumer behaviour. The study specifically aimed to analyze the impact of Instagram Reels on brand awareness, examine the effect of Reel content characteristics on consumer engagement, and study the influence of Instagram Reels on purchase intention among consumers in India. The study adopted a descriptive and quantitative research design. Primary data was collected through a structured questionnaire using Google Forms from 120 respondents who actively use Instagram and watch Instagram Reels. Convenience sampling technique was used for selecting respondents. The questionnaire consisted of Likert scale-based statements related to content type, hook strength, relatability, brand awareness, consumer engagement, and purchase intention. The study considered content type, hook strength, and relatability as independent variables, while brand awareness, consumer engagement, and purchase intention were treated as dependent variables. Secondary data was collected from books, journals, research papers, articles, and online academic sources related to social media marketing and consumer behaviour. Various statistical tools and techniques such as descriptive statistics, reliability analysis, correlation analysis, and regression analysis were used for analyzing the collected data. Microsoft Excel and SPSS software were used for data processing and statistical analysis. Cronbach’s Alpha test was applied to examine the reliability and internal consistency of the questionnaire items. vi

The findings of the study revealed that Instagram Reels have a statistically significant positive impact on brand awareness among consumers. Consumers were able to recognize and recall brands more effectively after exposure to Reel content. The study also found that relatable Reel content significantly and positively influences consumer engagement. Consumers were more likely to interact with Reel content that reflected their interests, emotions, experiences, and lifestyle. However, the study revealed that hook strength alone does not significantly affect consumer engagement. Although strong opening seconds attract initial attention, they do not independently guarantee audience interaction such as likes, comments, shares, or saves. Similarly, the study found that Instagram Reels do not directly and significantly influence purchase intention as an isolated factor. The findings suggest that purchase intention may be indirectly influenced through improved brand awareness and consumer engagement rather than direct exposure to Reel content alone. The demographic analysis indicated that the majority of respondents belong to younger age groups and consume Instagram Reels frequently on a daily basis. The results reflect the growing popularity and influence of short-form video content among Indian consumers. The study concludes that Instagram Reels have become an important digital marketing tool for businesses and brands. Reels are highly effective in improving brand visibility and enhancing consumer engagement when content is relatable, creative, and emotionally appealing. Businesses should focus on developing authentic and audience-centric Reel content rather than relying solely on promotional communication or attention-grabbing openings. The research provides valuable insights for marketers, advertisers, businesses, and content creators regarding the effectiveness of Instagram Reel marketing strategies. The findings may help organizations design more engaging social media campaigns to strengthen brand communication and improve consumer interaction in the competitive digital marketing environment.