The Phenomena and Rise of Brands and Influencer Marketing via Social OTT Platforms – The Ultimate Togetherness Approach

Abstract

Over the past few years, influencer marketing has become a behemoth of digital communication, revolutionizing the way brands interact with consumers in an increasingly cluttered media environment. With the advent of short-form video platforms like Instagram reels, YouTube shorts, Moj, Josh and Chingari, the landscape around the brand storytelling, consumer trust and content consumption has completely changed. Particularly in the mobile-first economies like India. In contrast to conventional advertising, influence-powered content operates on the basis of authenticity, peer-to-peer persuasion, and platform-native interactivity. As the digital landscape continues to unfold, comprehending the strategic behaviors of influencers, the brand decision-making frameworks, and consumer motivations is imperative to charting the course of relational marketing’s future. The study used a mixed methodology case method to provide the insight of evolving landscape of influencer marking on short-video platforms in India. The three stakeholder groups were considered: Social media influencers, brand representatives and consumers. Purpose of sampling was applied using semi-structured interviews and survey formats to interpret enabling a more nuanced narrative- driven understanding of stakeholder’s perspectives
Results
The study found that authenticity, transparency, and engagement are the strongest predictors of consumer trust, purchase influence, and brand loyalty in influencer-driven short-form content. Platform-specific differences further showed that Instagram Reels and YouTube Shorts outperform others, with qualitative insights highlighting micro-influencers’ relatability and the role of algorithmic amplification in campaign success.
Discussion and Conclusion
The findings extend theories of parasocial interaction, social proof, and commitment-trust by showing how authenticity and engagement operate in short-form contexts. The study concludes that influencer marketing is most effective when authenticity and transparency are prioritised, offering both theoretical contributions and practical guidance for brands, influencers, and policymakers.