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1 THE INFLUENCE OF TITKTOK ON CONSUMER BEHAVIOR AMONG SAUDI GEN Z:

Alghamdi, Sarah
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ABSTRACT This study aims to explore the impact of TikTok on consumer behavior among Saudi Gen Z, focusing on how short-form content influences brand engagement and purchasing decisions. As TikTok continues to grow in popularity, especially among younger audiences, its format of quick, engaging videos presents a new marketing landscape. The research will state that, through its algorithmic content curation, personalized interactions, and influencer-centric ethos, TikTok impacts Saudi Gen Z in a way that differs from generations that came before them. By understanding how these variables increase engagement and direct purchasing behaviors, the research will prove TikTok’s capability as a marketing tool for brands interested in reaching this demographic. This paper aims to offer a better understanding of how brands can use TikTok features to build better relations with Gen Z consumers and ultimately increase sales. This paper offers an analysis of the prevalent literature on the influence of social media on purchasing behavior. It includes an understanding of TikTok platform characteristics, sets up the concept of digital marketing—particularly in relation to short-form content—and presents concepts like algorithmic exposure, influencer marketing, and brand engagement. This study focuses on Saudi Gen Z’s media use and the role of culture and technology in influencing choice. This will also posit that Saudi Gen Z is different from previous generations in their use of social media, particularly TikTok.
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