ItemArticle

Driving purchase intentions through visual storytelling: a study of social media platform reels sponsored advertising

Title
Driving purchase intentions through visual storytelling: a study of social media platform reels sponsored advertising
Creator
Imreh-Th, Mika; Sharma, Vinod; Bhattacharjee, Sanjib; Mahajan, Yogesh; Poulose, Jeanne; Sainy, Romi
Description
This study explores how social media platforms (for example, Instagram) and Reels-sponsored ads influence what makes consumers stop, watch and decide to buy. Using Consumer Engagement Theory (CET) as a lens, it looks at how people emotionally, cognitively and behaviourally respond to short-form video content. Four key factors were examined: engaging content, scenario-based experiences, user participation and perceived usefulness. Data from 393 active social media platform users in Indias National Capital Region revealed that all four elements positively shaped consumer attitudes, significantly influencing purchase intentions. Notably, relatable and emotionally engaging content had the most substantial impact. Attitude played a central role, bridging how consumers feel about a Reel and what they choose to do next. For marketers, the takeaway is clear: Reels that are visually appealing, useful and invite interaction are more likely to turn engagement into action. The study offers timely insights into how brands can connect meaningfully through short-form video. 2026 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Source
Cogent Business and Management;Volume;13;Issue;1;Article No.;2639685;
Date
01-01-2026
Publisher
Cogent OA
Subject
attitude; consumer engagement theory; purchase intention; Short-Form video; Social media platform reels; sponsored ads
Coverage
Imreh-Th M., Szechenyi Istv University, Gy?r, Hungary; Sharma V., Symbiosis Center for Management and Human Resource Development (SCMHRD), Symbiosis International (Deemed University), Pune, India; Bhattacharjee S., SOIL School of Business and Design, Gurugram, Manesar, India; Mahajan Y., Symbiosis Center for Management and Human Resource Development (SCMHRD), Symbiosis International (Deemed University), Pune, India; Poulose J., School of Business and Management, CHRIST (Deemed to be University), Delhi-NCR, India; Sainy R., Marketing Department, Jaipuria Institute of Management, Indore, India
Rights
All Open Access; Gold Open Access; Green Open Access
Relation
ISSN: 23311975;
Format
online
Language
English
Type
Article

Citation

Imreh-Th, Mika; Sharma, Vinod; Bhattacharjee, Sanjib; Mahajan, Yogesh; Poulose, Jeanne; Sainy, Romi, “Driving purchase intentions through visual storytelling: a study of social media platform reels sponsored advertising,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 19, 2026, https://archives.christuniversity.in/items/show/22784.

Output Formats