Don't make ads, make TikTok’s: media and brand engagement through Gen Z's use of TikTok and its significance in purchase intent

Jose A. Flecha Ortiz (), María Los M. Santos Corrada (), Evelyn Lopez (), Virgin Dones () and Vivian Feliberty Lugo ()
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Jose A. Flecha Ortiz: Universidad Ana G. Mendez-Gurabo Campus
María Los M. Santos Corrada: Universidad de Puerto Rico-Recinto de Rio Piedras
Evelyn Lopez: Universidad Ana G. Mendez-Gurabo Campus
Virgin Dones: Universidad Ana G. Mendez-Gurabo Campus
Vivian Feliberty Lugo: Universidad Ana G. Mendez-Gurabo Campus

Journal of Brand Management, 2023, vol. 30, issue 6, No 4, 535-549

Abstract: 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.

Keywords: Consumer engagement; Media engagement; Brand engagement; Purchase intention; Passive usage (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1057/s41262-023-00330-z

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