Generation Z consumers’ attitude towards TikTok marketing: The role of social influence, perceived enjoyment, content relevance and digital burnout

Abstract

Orientation: TikTok is increasingly dominating the marketing landscape in developing countries, serving as a key channel for reaching young consumers. As such, it is imperative to understand consumers’ attitudes towards TikTok marketing.
Research purpose: This study investigated the moderating role of digital burnout (DB) in the influence of social influence (SI), perceived enjoyment (PE), and content relevance (CR) on the attitudes of Zimbabwean Generation Z (Gen Z) consumers towards TikTok marketing.
Motivation for the study: Generation Z accounts for more than two-thirds of Africa’s population and is a heavy user of TikTok. For marketers, understanding Gen Z’s attitudes towards TikTok marketing becomes a strategic priority.
Research design, approach and method: The study follows the positivist paradigm and utilises a quantitative method. Data were collected from 341 randomly selected Gen Z TikTok users and analysed using Structural Equation Modelling.
Main findings: Social influence, PE, and CR significantly affected Gen Z consumers’ attitudes towards TikTok marketing. Additionally, DB moderated the relationships between SI, PE, CR, and consumer attitude.
Practical/managerial implications: Generation Z consumers’ attitudes are shaped by peer norms, online networks, and TikTok marketing messages that align with their socio-cultural contexts.
Contribution/value-add: The study advances knowledge of TikTok marketing in developing countries, which are characterised by a youthful population and high social media usage. It highlights the crucial attributes shaping Gen Z consumers’ attitudes and demonstrates how DB influences young consumers’ attitudes towards TikTok marketing.