A Study on the Effect of Video Marketing on Consumer Engagement and Brand Recall

Abstract: In today's digital era, video marketing has emerged as a powerful tool for brands to capture consumer attention and enhance engagement. This study explores the impact of video marketing on consumer engagement and brand recall. It investigates how video content influences consumers' emotional responses, purchasing behaviour, and their ability to remember brands. Data was collected through a structured questionnaire distributed to a sample of consumers exposed to video advertisements. The findings reveal that visually appealing, emotionally resonant, and informative video content significantly boosts consumer engagement levels and positively influences brand recall. Regression analysis indicates a moderate positive relationship between consumers' interaction with video ads and their perceived connection with brands. The study concludes that video marketing is an effective strategy for fostering stronger consumer-brand relationships and recommends that marketers invest in high-quality, targeted video content to maximize impact. Limitations and suggestions for future research are also discussed.

Keywords: Video Marketing, Emotion, Social media and Promotion