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S. C. Rathod

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Open access Aug 2026

The "Scroll" Culture: How Short-Form Video Content is Reshaping Global Consumer Habits

The rapid ascent of short-form video (SFV) platforms, such as TikTok, Instagram Reels, and YouTube Shorts, has catalysed a fundamental shift in digital engagement, giving rise to what is now termed "Scroll Culture". This research explores how hyper-personalized algorithmic feeds are reshaping global consumer habits acr...

Abhishke Satpute, S. C. Rathod · 0 citations

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