International Journal of Scientific Research and Engineering Development

The rapid growth of short-form video content has significantly transformed digital marketing strategies, with Instagram Reels emerging as a powerful tool for enhancing consumer engagement in the fashion industry. This study examines the influence of Instagram Reels on user engagement, brand awareness, and purchase intentions, based on a sample of 415 participants. A quantitative research method was utilized, collecting data through a structured questionnaire assessed on a five-point Likert scale (Reghuthaman & Gupta 2018). The research includes key factors such as entertainment, informativeness, creativity, relatability, algorithmic personalization, and consumer engagement, supported by theoretical models like the Stimulus–Organism– Response (S-O-R) framework and Uses and Gratifications Theory. The findings indicate that content-related factors, particularly entertainment and creativity, significantly affect consumer engagement, consistent with previous studies emphasizing the role of engaging and visually appealing content in promoting user interactions (Lee & Cha, 2025; Upadhyay, 2025). Furthermore, algorithmic personalization enhances engagement by delivering content that aligns with user preferences, in line with the Technology Acceptance Model (Venkatesh et al., 2003). Additionally, consumer engagement has a strong impact on brand awareness and purchase intentions, reinforcing the notion that increased engagement strengthens consumer–brand relationships (Hollebeek et al., 2014; Kavvadias, 2024). This research contributes to the existing literature by presenting an integrated model of content and technological factors influencing engagement in the context of Instagram Reels. The results provide practical insights for marketers to develop effective short-form video strategies that maximize engagement and influence consumer behavior.

Akash Shukla, Sejal Rastogi, Gungun Gupta, Sudhanshu,"Role of Instagram Reels on Consumer Engagement" International Journal of Scientific Research and Engineering Development, V9(3): Page(269-278) May-June 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.