INSTANT GRATIFICATION AND EMPLOYEE ENGAGEMENT: THE MODERATING EFFECT OF SHORT-FORM VIDEO CONSUMPTION

Abstract

The rapid growth of short-form digital platforms such as TikTok, Instagram Reels, and YouTube Shorts has significantly transformed employee attention patterns and workplace behavior. The increasing  prevalence of highly stimulating digital content may reinforce instant gratification tendencies and reduce employees’ ability to maintain sustained psychological engagement in work activities. This study investigates the relationship between instant gratification behavior and employee work engagement while examining the moderating role of short-form video consumption. A quantitative cross-sectional survey design was employed, and data were collected from 500 employees working in public and private organizations. Structured questionnaires adapted from validated scales were used to measure instant gratification behavior, short-form video consumption, and employee work engagement. Data were analyzed using SPSS and SmartPLS through descriptive statistics, reliability analysis, correlation analysis, regression analysis, and moderation analysis. The findings revealed that instant gratification behavior significantly negatively affects employee work engagement (β = -0.481, p < 0.001). Short-form video consumption also demonstrated a significant negative effect on employee engagement (β = -0.298, p < 0.001). Furthermore, moderation analysis revealed that short-form video consumption significantly strengthens the negative relationship between instant gratification behavior and employee engagement (β = -0.220, p < 0.001). The findings suggest that excessive exposure to short-form digital content may contribute to fragmented attention, reduced concentration, and lower psychological immersion in work activities. The study contributes to organizational behavior and digital psychology literature by integrating digital media behavior into employee engagement research. Practical implications emphasize the importance of digital wellness strategies and workplace attention management in contemporary organizations.