The Future of Short Form Videos & Fashion Brands : a Study on eWOM Behaviour among Gen Z on Instagram Reels

Kong, Ching Yee (2023) The Future of Short Form Videos & Fashion Brands : a Study on eWOM Behaviour among Gen Z on Instagram Reels. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Instagram Reels, which were released in August 2020, have been used as a fresh approach to increase popularity by utilising larger audiences without taking into account the audience's status as followers. By incorporating messages into Reels content, this might significantly help producers engage the public. The implications on which factors require more focus when designing Reels contents are, however, rarely established in previous research. Globally, the fast growth of social media has caught the attention of both consumers and marketers. As a result, advertisers now face new challenges in trying to understand consumer behaviour and media consumption patterns in the new millennium due to a continuously shifting communications environment. This study is to examine the eWOM behaviour among Generation Z on Fashion Brand’s Instagram Reels. The data was collected using survey questionnaires of participants. In the current study, the conceptual model was proposed according to the Elaboration Likelihood Model of Persuasion (ELM), Theory of Reasoned Action (TRA) and Uses and Gratifications Theory. In these circumstances, this study reveals that Generation Z’s eWOM behaviour on Instagram Reels is only sharing, liking and commenting but rarely on co-creating with fashion brands. This study will hopefully provide a number of theoretical and practical guidance for advertisers to plan and implement their Instagram Reels effectively to increase eWOM behaviour of target consumers.