Factors Affecting the Short-Form Video Consumption on Social Media Platforms

This paper aims to examine the various factors that influence the consumption of short-form video on social media platforms. The examination includes both internal and external factors affecting user engagement. The study integrated the Technology Acceptance Model (TAM) and the Uses and Gratifications Theory (UGT). The research approach employed was a systematic literature review, wherein data were obtained from several databases spanning the years 2018 to 2023. There were 13 articles that matched the search criteria. There are five internal factors that explain the customers’ motivation and twenty-eight external factors that explain the utilization of technology. This paper propose that future investigations should encompass a broader range of business domains and use other theoretical frameworks to better understand short-form video consumption’s behavior.