Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Imreh-Th, Mika; Sharma, Vinod; Bhattacharjee, Sanjib; Mahajan, Yogesh; Poulose, Jeanne; Sainy, Romi Title A name given to the resource Driving purchase intentions through visual storytelling: a study of social media platform reels sponsored advertising Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Cogent Business and Management;Volume;13;Issue;1;Article No.;2639685; Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1080/23311975.2026.2639685" target="_blank" rel="noreferrer noopener">https://doi.org/10.1080/23311975.2026.2639685</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105034663494?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105034663494?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 Description An account of the resource 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 &amp; Francis Group. Subject The topic of the resource attitude; consumer engagement theory; purchase intention; Short-Form video; Social media platform reels; sponsored ads Publisher An entity responsible for making the resource available Cogent OA Relation A related resource ISSN: 23311975; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource All Open Access; Gold Open Access; Green Open Access Format The file format, physical medium, or dimensions of the resource online