The Impact of TikTok Video Advertisements on Generation Z's Purchase Intentions: Emotional, Entertainment, and Informative Dimensions

Abstract

Social media has revolutionized advertising, offering platforms that cater to marketers aiming to promote their products and services effectively. Among these platforms, TikTok has stood out due to its personalized "For You Page" (FYP) algorithm, designed to capture user interest dynamically. It has gained immense popularity, especially among Generation Z, owing to features like filters, trending sounds, and engaging content formats. This study explored how TikTok video advertisements—classified into emotional, entertaining, and informative dimensions—influenced purchase intentions among Generation Z. By distributing questionnaires to 131 respondents in Kluang, Johor, and analyzing the data through IBM SPSS software, the research uncovered significant insights into the roles each content dimension played in shaping consumer behaviour.