Abstract This study is to learn the lifestyle associated with the Internet features like brevity, high levels of enjoyment, simplicity of creation, and sharing, short videos have replaced network transmission as the new Internet changes impact in recent years. The present situation on marketing against social media is a great inﬂuence on how short videos are creating awareness among consumers in trends and such study is being learned in the academic circle. This research will outline the short video marketing results and how business getting affected by customer perception of brands. It deals into three categories: engaging content, scene-based experience, and user participation interactions. This study uses short video marketing, brand perception, and brand attitude on the following conditions as independent variables, mediating variables, and dependent variables. Keywords: Brand Insights, Social Networking Sites, Short Videos, Brand Outlook Eﬀects of Short Video Marketing on Consumer Brand Attitude in Social Media, India R. Naveen Kumar*, R. Pavithra**, V. Ramadevi*** * Associate Professor, Department of Management, KPR College of Arts Science and Research, Coimbatore (Aﬃliated to Bharathiar University, Coimbatore), Tamil Nadu, India. Email: naveen.austin@gmail.com ** Assistant Professor, Department of Computer Applications, Kongunadu Arts and Science College, Coimbatore (Autonomous and Aﬃliated to Bharathiar University, Coimbatore), Tamil Nadu, India. *** Assistant Professor, Department of Management, Karpagam Academy of Higher Education, Coimbatore, Tamil Nadu, India. Introducon Numerous businesses understood the idea behind short video entertainment material in 2021 to engage with clients and generate an impact on brand attitude due to the industry’s continuous and rapid growth in India. It is crucial in this situation to undergo theoretical research on media short video marketing. Creatively, most research focuses on case studies of short video marketing. The Article can be accessed online at http://www.publishingindia.com PRiMa: Practices & Research in Marketing 11 (1) 2023, 01-07 fundamentals of marketing have not been covered by academics in the form of a brief video. Few studies divided social media short video marketing into a variety of categories and not looked at the performance of businesses using short video marketing on their brands. The question, “Which aspects of social media short video marketing?” remained unanswered as the outcome. As long the industry is constant and showing quick growth in India, numerous organizations attempted to attract clients and generate a positive brand attitude in 2021 by using short video pan-entertainment material. Conducting relevant theoretical studies on short video marketing is critical in this situation. Most recent research, in terms of creativity, promotes case discussions of short video marketing. Academics in its importance did not cover the details of marketing in a simple video. Few studies classiﬁed social media short video marketing into several categories and have not investigated the inﬂuence of businesses using short videos on their brands. As a result, the question, “Which aspects of social media short video marketing?” went unanswered. This study divides the research into three categories: stimulating content, situational experience, and user engagement and communication in order to ﬁrst sort out the conclusions of past research on video marketing and consumer brand attitude. A summary of the eﬀect of brand perception on customer brand attitude is also provided. Second, empirical analysis is employed to back up the relevant research. The best study on short videos happens on brand attitudes as well as the intervening role of brand perception on social media and consumers, which was primarily validated by questionnaire surveys and mathematical statistical analysis.