Given these trends, this study aims to quantitatively assess the impact of short-form video ads on the purchasing behavior of Gen Z consumers in the Philippines.
ABSTRACT: This study investigates the effectiveness of short-form videos in influencing the purchasing decisions of Gen Z and Millennials in Pasig City, addressing a significant gap in academic research.
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TikTok short-form videos influence the purchase intentions of Gen Z consumers. Specifically, it aims to determine the factors that help understand this influence through the framework of the Stimulus.
This study examined the effect of short video advertising on consumers purchase intentions for solar energy products in the Philippines. Despite abundant solar potential, national adoption remains low.
The proliferation of short user-generated videos, such as TikToks Shopee Finds was hypothesized to influence impulsivity among young consumers. This study employed a descriptive survey.
This study identified what influences the behavior and perception of users when exposed to emotional, entertaining, and informative TikTok advertisements and examined how these affect the associations.
The findings provide implications for marketers to leverage TikTok's ability to drive immediate purchase behavior among Gen Z in the Philippine context and globally, as well as insights on how...
imulus-Organism-Response (SOR) theory and the Theory of Planned Behavior (TPB). As digital natives, Generation Z increasingly r. lies on social media platforms like TikTok to guide their purchasing.
A recent study by Unbox and Ripple8 has revealed that social media influencers significantly impact the buying decisions of Filipino Millennials and Gen Z.
sion, and willingness to purchase solar energy technologies. These results confirm that digital short-form content can effectively influence both cognitive and affective components of consumer decision.
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