Year: 2024
Type: article
Study design: Observational Study
Abstract: This research examines the interactions between ads and young female TikTok users. Like social media platforms, content marketing has become very popular, encompassing the creation and dissemination of valuable, relevant, and consistent information over time. This revolutionary approach by TikTok to marketing allows marketers to interact with younger audiences via interactive content marketing. Specifically, this study uses a quantitative methodological framework in surveying 256 Generation Z females on TikTok about their content marketing consumption patterns and engagement. The research employs SEM using SmartPLS to explore the relationships between content marketing and customer engagement. The study findings are expected to demonstrate how well-focused content strategies can foster stronger ties leading to higher rates of brand involvement among female Generation Z TikTok users. According to this prediction, TikTok's content marketing significantly positively affects consumer engagement for female Gen Z users.
Source: Jurnal Ilmiah Ecobuss
Author: Vonezyo Yupanzara Dharomesz
Institution: Atma Jaya University Yogyakarta
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4403147618