Video Marketing and Buying Behaviour of Generation Z Survey

Purpose of this Survey

The following survey is being completed towards an undergraduate thesis on the Bachelor of Business in Business Studies Marketing & Management with Technological University of the Shannon.

The purpose of the thesis being undertaken is The Video marketing and buying behaviour of generation Z,

The research team comprises of primary researcher Evan Fitzgerald (K00289153@student.tus.ie) and supervisor Cara Callaghan (Cara.Callaghan@tus.ie). Any questions or concerns may be directed to the research team at the above contact points.

Completion of this survey is entirely optional. You may exit the survey at any point in time.

Responses submitted will be securely stored, retained and securely deleted following degree completion, in line with GDPR practices and research policy at TUS. Raw data collected is accessible only to the named research team. Anonymised excerpts of the data will be discussed as part of the aforementioned undergraduate thesis. Identifying information on any lone individual respondent will not be used in discussion.

1.I understand the above, and agree to participate in this survey:

Yes

No

2.Are you currently aged between 18 and 27?

Yes

No

Section 2: Social Media Usage

Section 3: Short-Form Video Content (e.g. TikTok, Instagram Reels)

5.Short-form video advertisements capture my attention quickly.

6.I am more likely to engage (like, comment, or share) with short-form video advertisements.

7.Short-form video advertisements feel authentic.

8.Short-form video advertisements influence my purchase decisions.

9.What do you like most about short-form video content?

Other

Section 4: Long-Form Video Content (e.g. YouTube)

10.Long-form video advertisements provide more detailed product information.

11.What do you like most about long-form video content?

It provides more detailed information

It feels more trustworthy

It is more engaging

It helps me understand products better

It influences my purchasing decisions

Other

12.I find long-form video advertisements trustworthy.

13.Long-form video advertisements influence my purchase decisions.

Section 5: Comparison Between Short and Long-Form Video Content

14.I am more likely to engage with short-form video advertisements than long-form video advertisements.

15.Long-form video advertisements hold my attention better than short-form video advertisements.

16.I find long-form video advertisements more trustworthy than short-form video advertisements.

17.Short-form video advertisements feel more authentic than long-form video advertisements.

18.Short-form video content is more likely to influence my decision to purchase a product.

19.Long-form video content is more likely to influence my decision to purchase a product.

Section 6: Overall Effectiveness

20.Overall, which type of video content is more effective in influencing your purchasing decisions?

Short-form video content

Long-form video content

Both equally

Neither