How Short-Video Marketing Shapes Generation Z Consumer Decision-Making: Evidence from the UK Fast-Fashion Market

Abstract

While many studies have described the effects of short-video platforms in the context of fast-fashion communication with younger generations, the relationship between exposure, evaluation and purchase behaviour has rarely been described through a psychological mechanism. With the case of fast fashion in the UK, this study aims to explore the influence of short video marketing from exposure to purchase and reflection of Generation Z consumers. The analysis is based on semi-structured interviews with 15 consumers in the UK belonging to Generation Z, using an integrated model based on the stimulus-organism-response (SOR) model, uses and gratifications theory (UGT) and social identity theory. The results demonstrate that external stimuli with the highest saliency are influencer-led IP marketing, scarcity cues and algorithmic network diffusion. These stimuli are not just about making it more visible, it's also about making it more valuable, more of an emotion and more of a sense of belonging-a sense of community-which leads to buying intent, quick conversion, and-at least at times-impulsive buying. The study also tells of the existence of a defensive consumption loop. Given poor buying experiences, participants are more apt to check reviews, compare creators and even seek out negative information before purchasing again. The article provides a qualitative understanding of the functioning of short-video marketing in the context of fast fashion and provides actionable insights for brands interested in cultivating long-term trust with Generation Z, not just short-term conversions.