How Electronic Word of Mouth Affect Consumer Purchase Decision on Tiktok: A Case Study on Generation Z

DOI

10.2991/978-2-38476-016-9_16How to use a DOI?

Keywords

electronic word of mouth; TikTok; generation Z; purchase decision

Abstract

Electronic word of mouth (E-WoM) has been identified as one of the important factors in influencing online purchasing decisions, especially through social media. TikTok is a social media that have a very significant increase in the number of users in this era of the covid-19 pandemic, where most of the users are Generation Z. Each social media has different characteristics in the spread of electronic word of mouth. This study focuses on the analysis of how E-WoM on TikTok can influence the purchasing decisions of Generation Z. The data collection technique in this research is using case studies by conducting observations, interviews, documentation, and analysis. This study addresses three main problems. First, how the role of E-WoM in the purchasing decision process made by Generation Z through TikTok social media. Second, the characteristics of E-WoM content that can influence the purchasing decisions of Generation Z consumers. Third, who are the sources of E-WoM on TikTok that can influence Generation Z purchasing decisions. The findings of this study indicate that the purchasing decision process occurs after consumers pass information and product evaluations through two sources of information, review content by the user or content creators, and comments from the consumers in the video. The implications of the study allow practitioners to develop and improve content of E-WoM to obtain consumer.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Fadhilah
AU  - Galih Ginanjar Saputra
AU  - Btari Mariska Purwaamijaya
PY  - 2023
DA  - 2023/04/18
TI  - How Electronic Word of Mouth Affect Consumer Purchase Decision on Tiktok: A Case Study on Generation Z
BT  - Proceedings of the 1st International Conference on Research in Communication and Media (ICORCOM 2021)
PB  - Atlantis Press
SP  - 158
EP  - 168
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-016-9_16
DO  - 10.2991/978-2-38476-016-9_16
ID  - 2023
ER  -