<![CDATA[This study aims to identify and analyze the role of short videos in shaping consumer engagement and purchase intention in the digital marketing era. The approach used was a Systematic Literature Review of 16 scientific articles published between 2020 and 2025 and listed in Scopus. The literature search and selection process followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, with inclusion criteria highlighting the variables of trust, perceived value, engagement, and purchase intention. The results of the study indicate that most studies used quantitative methods with Structural Equation Modeling analysis to examine the relationship between digital marketing elements and consumer behavior. Three main factors influencing consumer engagement and purchase intention are content attributes including entertainment value, message clarity, and interactivity; psychological factors such as trust, perceived value, and attitude; and social and technological factors such as influencer credibility and algorithmic personalization. These findings confirm that the success of a Short Video Content-based marketing strategy depends on a brand's ability to create emotional and social value that strengthens the relationship between the brand and consumers.]]>
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