Investigating the Effectiveness of TikTok Content Marketing Tactics: a Study of Generation Z Consumer's Behavioral Intention in the Malaysia Lifestyle Industry

Tan, Kylie (2023) Investigating the Effectiveness of TikTok Content Marketing Tactics: a Study of Generation Z Consumer's Behavioral Intention in the Malaysia Lifestyle Industry. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

Text Tan Kylie Full Text RPR 202309 v2.pdf Restricted to Registered users only Download (3MB)

Abstract

The widespread use of digital technologies has created opportunities for promoting product, business, or brand on various social media platforms, including TikTok. TikTok is a popular social media platform with millions of users worldwide, particularly among the Generation Z. Using content marketing tactics, it will be able to capture the attention of Generation Z consumers, as well as increase consumer behaviour towards brands or business. TikTok has a lot of great content, but it can be difficult to decide what to watch and what to skip because there is so much. More research is needed to learn more about the impact of TikTok's content marketing tactics on Generation Z consumers' behavioural intentions in the Malaysian lifestyle sector. There is little research on TikTok's content marketing, specifically in depth combination research of the four content marketing tactics (eg: user-generated content, content from influencers, entertaining and educational content), as well as a lack of research on the outcome, which is the consumer behavioural intentions (eg: purchase behaviour and engagement), which stimulates the attention of businesses. According to research, there is misinformation in TikTok content, and this study is attempting to assume that people can trust TikTok content enough to purchase and engage with it. There are numerous types of content marketing strategies available outside of TikTok. This paper will investigate how effectively the types of content marketing tactics mentioned above are able to reach the target consumers, in addition to exploring the variables and effects that affect TikTok content marketing tactics on Generation Z consumers' behavioural intentions. Moreover, this paper will develop several models and theories, including the Elaboration Likelihood Model and the Theory of Planned Behaviour (TPB). In this study, quantitative research will be used. TikTok Gen Z will be the respondents of this research to collect accurate data from respondents because they are the target audience for TikTok. Finally, this research will assist educators, TikTok, organisations (lifestyle industry) marketers, and practitioners in gaining a better understanding of TikTok and the effectiveness of each types of content marketing tactics toward the intended audiences. Keywords: TikTok, Content Marketing, Generation Z, Behavioral intention