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Plötz, S., Martinez, L.M., Martinez, L.F. & Ramos, F.R. (2023). The Influence of TikTok videos on German Gen Z consumers’ attitude and purchase intention towards sustainable brands. In F. J. Martínez-López (Ed.), Advances in Digital Marketing and eCommerce - Springer Proceedings in Business and Economics. (pp. 270-289).: Springer.

P. S. et al.,  "The Influence of TikTok videos on German Gen Z consumers’ attitude and purchase intention towards sustainable brands", in Advances in Digital Marketing and eCommerce - Springer Proc. in Business and Economics, F. J. Martínez-López, Ed., Springer, 2023, pp. 270-289

@incollection{s.2023_1732407469891,
	author = "Plötz, S. and Martinez, L.M. and Martinez, L.F. and Ramos, F.R.",
	title = "The Influence of TikTok videos on German Gen Z consumers’ attitude and purchase intention towards sustainable brands",
	chapter = "",
	booktitle = "Advances in Digital Marketing and eCommerce - Springer Proceedings in Business and Economics",
	year = "2023",
	volume = "",
	series = "",
	edition = "",
	pages = "270-270",
	publisher = "Springer",
	address = "",
	url = "https://link.springer.com/chapter/10.1007/978-3-031-31836-8_27"
}

TY  - CHAP
TI  - The Influence of TikTok videos on German Gen Z consumers’ attitude and purchase intention towards sustainable brands
T2  - Advances in Digital Marketing and eCommerce - Springer Proceedings in Business and Economics
AU  - Plötz, S.
AU  - Martinez, L.M.
AU  - Martinez, L.F.
AU  - Ramos, F.R.
PY  - 2023
SP  - 270-289
SN  - 2198-7246
DO  - 10.1007/978-3-031-31836-8_27
UR  - https://link.springer.com/chapter/10.1007/978-3-031-31836-8_27
AB  - Recently, Gen Z has become the largest group of consumers worldwide and as they are being digitally driven by social media, this is the best way to reach them. One social media app has become popular for this generation – TikTok. Another characteristic most Gen Z individuals show is their cheerful outlook towards sustainability. Thus, this study investigates the influence of TikTok videos on Gen Z consumers’ attitude and purchase intentions towards sustainable brands. Primary data were collected using a self-administered online questionnaire with 241 valid responses from Gen Z TikTok users in Germany. The research findings show that TikTok has an influence on Gen Z consumers’ behavior. Therefore, it is recommended that sustainable brands promote their products on TikTok. This study can help marketers and researchers in comprehending the consumers’ attitude towards TikTok videos and understanding how to use it as a base for future studies and development of strategies that appeal to Gen Z’s demands.
ER  -