Reels, Recommendations and Retail: Influencer and Affiliate Marketing through Short-Form Videos

The rapid proliferation of Short-Form Video platforms has reshaped how brands engage with consumers in the digital marketing landscape. This chapter explores how the convergence of short-form video marketing, influencers and affiliate marketing has fostered a digital ecosystem enabling the seamless integration of the consumer journey from content discovery to product purchase. In addition to discussing the key drivers that shape consumer behaviour, such as Perceived Authenticity and Trust, Parasocial Relationships, Immersive Entertainment and Flow Experience, AI-driven Content Recommendations, and Seamless Purchase Journey, the chapter also addresses tactics and approaches that brands can leverage including Strategic Influencer Selection, Effective Affiliate Marketing Strategies, Collaborative Content Creation, AI-enabled Campaign Optimization, and Building Digital Brand Communities. The chapter concludes by discussing the various ethical considerations associated with short-form video based influencer marketing relating to transparency and data privacy issues, responsible AI use and authentic digital marketing practices. Overall, the paper provides a comprehensive perspective on the opportunities and strategic implications of short-form video based influencer and affiliate marketing in the dynamic digital marketplace.

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