Published Online:April 2026
Product Name:The IUP Journal of Management Research
Product Type:Article
Product Code:IJMR070426
DOI:10.71329/IUPJMR/2026.25.2.137-154
Author Name:Astik Upadhyay and Aditi Naidu
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:137-154
While vertical video marketing has become a key tactic in digital brand communication, the multidimensional structure of content features that influence consumer perception and engagement has been the subject of little empirical research. The present study uses exploratory factor analysis (EFA) to determine the underlying dimensions of vertical video marketing content. Active social media users were given a structured questionnaire that included several statements about format effectiveness, authenticity, convenience, production quality, emotional appeal, informational value, interactivity, and call-to-action effectiveness. Eight different factors were identified by the factor analysis results. When taken as a whole, these variables account for a significant amount of the variation in how consumers assess vertical video content. The study reveals that the effectiveness of vertical video marketing is multidimensional and depends not only on the vertical format but also on factors such as authenticity, storytelling, interactivity, emotional connection, and production quality. The identified eight dimensions provide a comprehensive framework for understanding consumer engagement and designing more impactful vertical video marketing strategies. By providing a validated dimensional framework of its content features, the findings advance theoretical understanding of vertical video marketing.
The term “video marketing” is the use of video content to educate or promote a company and its goods to viewers. Brands can use videos on a variety of digital platforms and channels, including their own website, social media marketing, advertising, and more. A vertical video is a specific kind of presentation that uses portrait orientation instead of landscape orientation.