Engaging Gen Z and Millennials Through Short Videos: A Multi-group PLS-SEM Study of Creator–Brand Fit,Platform Affordances and Brand Outcomes in India

Abstract

This study hypothesizes and empirically uses an integrated short-video engagement model to determine the effect of creator–brand fit (CBF), social media marketing activities (SMMA) and short-video affordance salience (SVAS) on consumer brand engagement (CBE), brand loyalty (BL) and digital word-of-mouth (DWOM) among Gen Z and millennial consumers in India. Based on the stimulus–organism–response framework, Affordance Theory, Uses and Gratifications and Generational Cohort Theory conceptualize CBF, SMMA and SVAS as stimuli; CBE as the organismic state; and BL and DWOM as responses. The analysis of data collected through the use of SPSS 28 and SmartPLS 4 with partial least squares structural equation modelling and multi-group analysis was performed using a cross-sectional survey of 710 short-video users (398 Gen Z and 312 millennials). CBF positively affects BL (b = 0.321) and DWOM (b = 0.330) in cohorts, highlighting authentic creator–brand interactions. SMMA has strong effects on BL (b = 0.450) and DWOM (b = 0.199) for millennials, whereas SVAS has greater effects on BL (b = 0.500) and DWOM (b = 0.318) for Gen Z because of the desire to experience things immersively. CBE plays a significant role in mediating all stimulus–response relationships. This study contributes to the literature on short-video, influencer marketing and provides generation-specific strategic information.