The Effect of TikTok Marketing on Generation Z's Purchase Intentions
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This study examines the effect of TikTok marketing on Generation Z's purchase intentions, focusing on three marketing characteristics that are especially relevant to short-form social media: entertainment, credibility, and electronic word-of-mouth (eWOM). A quantitative survey design is proposed for Generation Z TikTok users. For purposes of demonstrating the complete research format, an illustrative dataset of 150 respondents is used in the Results section; these figures are simulated and are not presented as actual field observations. The illustrative analysis indicates positive relationships between entertainment, credibility, eWOM, and purchase intention, with eWOM showing the strongest association. The study concludes that TikTok can influence young consumers not only through entertaining content but also through credible information and social recommendations. The project highlights practical implications for marketers while recognizing that real empirical conclusions require an actual survey sample.
Keywords
Credibility, Electronic Word-Of-Mouth, Entertainment, Generation Z, Purchase Intention, Social Media Marketing, Tiktok