Abstract
New social media platforms, such as TikTok, are characterized by dynamic content that provides Generation Z users with a sense of connection and higher engagement rates than other social media platforms. The particularities of Generation Z as consumers have changed the way brands look for ways to drive engagement and forms of interaction on social networks (SNS). This article proposes a model to analyze the passive use of TikTok, and how it impacts the media engagement in users of Generation Z. In addition, it analyzes how media engagement impacts brand engagement through affective, cognitive, and behavioral dimensions. Finally, we present how these variables affect purchase intention. The results reflect that the motivations for interactivity and the drivers of those motivations significantly impact consumer engagement and that perceptual psychology plays a determining role in achieving engagement with the medium. The study identified that once engagement with the brand occurs, interactivity plays an active role in decision-making. This study makes significant contributions to the literature on consumer engagement and marketing management.
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Ortiz, J.A.F., De Los M. Santos Corrada, M., Lopez, E. et al. Don't make ads, make TikTok’s: media and brand engagement through Gen Z's use of TikTok and its significance in purchase intent. J Brand Manag 30, 535–549 (2023). https://doi.org/10.1057/s41262-023-00330-z
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DOI: https://doi.org/10.1057/s41262-023-00330-z