The effect of short-form videos in social media among Generation Z in their consumption towards live sports TV broadcasting

Abstract

Short-form videos has already become mostly been applied in various social media platforms. Such form also has attracted the Generation Z the most. Some kinds of product marketing use this interesting phenomenon, including the sport field, particularly live sports TV broadcasting. This paper explores how the effect of short-form videos towards the interest of Generation Z to purchase live sports TV broadcasting. The data collection technique was conducted using online questionnaires among 219 respondents where 179 respondents are the Generation Z and the rest of it is millennials and X generation. Afterwards, the data were analyzed by conducting quantitative approach, through correlation coefficient and regression analysis. The result shows that, to some extent, there is a positive correlation between the effect of short-video form among Generation Z towards live sports broadcast consumption.

Keywords: short-form videos, generation Z, marketing