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The Effect of Content marketing, Live streaming, and E-WOM on . . . The results show that the three independent variables have a significant influence on purchasing decisions Partially, Content marketing, Live streaming, and E-WOM have a positive and significant influence on purchasing decisions This research confirms the importance of digital marketing strategies in influencing generation Z consumer behavior
Factors Influencing Purchase Decision: A Case Study of Tiktok Video . . . Purpose – This study aims to explore the influencing purchase decisions on the TikTok video streaming platform It seeks to understand the impact of various elements such as influencer and celebrity marketing, perceived product quality and price, individual and social attitudes, and brand image on consumer behavior within the TikTok context
Exploration of the Role of Tiktok Content: Influencer Strategy . . . This study aims to determine the effect of the role of influencers, affiliate marketing, and online customer reviews at Shopee through TikTok content on Generation Z purchasing decisions This research uses a quantitative approach by collecting data through an online survey of 199 respondents of the Management Study Program students class of 2020
The Influence of Influencer Affiliate Marketing Strategies on . . . This study aims to analyze the influence of affiliate marketing strategies carried out by influencers on Generation Z's purchasing decisions on the TikTok platform Through a qualitative approach with a case study method, data was collected through in-depth interviews with 10 TikTok influencers, questionnaires of 50 Generation Z respondents, content observation, and analysis of related
Research on the role of influencers in Gen Zs purchasing decisions on . . . The rapid growth of TikTok, especially among Gen Z youth, creates a favorable environment for influencers to influence followers' shopping choices By leveraging influencers, brands can create more personalized and persuasive marketing strategies, leading to quicker purchase decisions and increased brand loyalty among consumers in Hanoi
Influencer marketing on TikTok: The effectiveness of humor and . . . This work examines the determinants of the success of influencer marketing on the youth-focused TikTok, the fastest growing social network It analyses the effects of influencers' account characteristics (originality, quality, quantity and humor) on their followers' hedonic experience and perceived opinion leadership, and how these impact on their intentions to follow influencers’ accounts
The power of social commerce: TikToks impact on Gen Z consumer . . . This study was conducted to understand the adoption of social commerce platforms by utilizing social media content and live streaming to influence consumer purchases using the AIDA model and TAM model theories
A Study on the Effectiveness of Influencer Marketing on Gen Z Purchase . . . Finally, Fitria et al (2024) highlight the combined impact of influencer strategy, affiliate marketing, and online reviews—especially through TikTok content—in shaping purchase decisions on platforms like Shopee, suggesting that an integrated digital strategy is essential to connect effectively with this generation
A Study On The Impact Of Influencer’s Marketing On Gen Z’s Purchase . . . Abstract: This study investigates the influence of influencer marketing on Generation Z's (Gen Z) purchase decisions With the rise of social media platforms, influencers have become powerful agents in shaping consumer behaviour, particularly among the younger demographic Through surveys and data analysis, this research explores the extent to which influencer marketing affects Gen Z's buying
The Power of Influencers: How Does Influencer Marketing Shape . . . - MDPI The influence of the influencer economy on consumer purchasing decisions is increasingly pronounced This paper systematically investigates the impact of influencer marketing on consumer purchase intentions in social media utilizing the Consumer Attitude Theory