Abigail Mae Arendain | Ramoncito Javier |
May 20, 2026
This study explores the influence of video reels on consumer engagement and purchasing decisions in e-commerce, focusing on Filipino online shoppers. The emergence of short-form video content on platforms such as TikTok, Facebook, and Instagram, also changed the way businesses engaged with their consumers. However, despite being a powerful tool to gain high numbers of engagement, it is still uncertain what drives the consumer to complete their purchase, which indicates a gap between engagement and the conversion to sales. Thus, guided by the content creation engagement theory, this study examined what are the key factors that drive consumer engagement and influence their purchase behavior, as well as identifying the barriers that hinder their purchase completion. Using quantitative-descriptive methods, the study collected data from Filipino online shoppers across social media platforms aged 21 years old and above. The results of this study revealed that all factors that influence the consumers’ engagement, purchasing decisions, and the barriers that hinder their purchase could be experienced across demographic profiles. Also, results showed that engagement was found to have a stronger impact on overcoming barriers to purchase than on direct purchase intent. By providing a comprehensive understanding of the current landscape and future trends, this study offers valuable insights for marketing professionals, business owners, media practitioners, content creators, and future researchers seeking to navigate the evolving landscape of digital marketing strategically.