A Systematic Review of Short-Form Video and Social Media Marketing Strategies for Engaging Generation Z

Abstract

This systematic literature review examines short-form video marketing effectiveness for Generation Z consumers across multiple platforms including TikTok, Douyin, Instagram Reels, and YouTube Shorts, analyzing platform dynamics, engagement strategies, influencer impact, and purchase behavior patterns.  Following PRISMA guidelines, we conducted a comprehensive search of Scopus database (2020-2025), yielding 137 articles. A rigorous five-criteria relevance scoring framework was applied: short-form video specificity (25 points), Generation Z focus (25 points), marketing emphasis (25 points), platform analysis (15 points), and publication recency (10 points). The top 20 articles (scores 60-90/100, mean=65.0) underwent systematic thematic analysis examining research objectives, theoretical frameworks, methodologies, key findings, and practical implications across diverse geographic contexts.  Analysis reveals authenticity, entertainment value, and influencer credibility as primary drivers of Gen Z purchase intentions (β = 0.42-0.47). Algorithmic content delivery systems create personalized experiences outperforming traditional advertising by 2.5x engagement rates. Cultural context significantly mediates effectiveness, with 34% variation in cross-cultural engagement patterns. Parasocial relationships between Gen Z and content creators establish unique trust dynamics. Short-form video marketing demonstrates effectiveness across diverse sectors including tourism, sustainability, cosmetics, and cultural institutions, with 73% of Gen Z discovering products through social platforms.  This comprehensive review synthesizes emerging evidence from 20 empirical studies across 10 countries, providing evidence-based strategic recommendations for practitioners. The research identifies critical gaps requiring investigation: longitudinal brand loyalty effects, neurological impacts of rapid content consumption, ethical frameworks for attention-economy marketing, and Gen Z preference evolution across life stages.