Exportar Publicação

A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Plötz, S., Martinez, L.M., Martinez, L. & Ramos, F.R. (2023). The influence of TikTok videos on German Gen Z consumers’ attitude and purchase intention towards sustainable brands. 4th Digital Marketing and eCommerce Conference.
Exportar Referência (IEEE) 
P. S. et al.,  "The influence of TikTok videos on German Gen Z consumers’ attitude and purchase intention towards sustainable brands", in 4th Digital Marketing and eCommerce Conf., Barcelona, 2023
Exportar BibTeX 
@misc{s.2023_1728354641734,
	author = "Plötz, S. and Martinez, L.M. and Martinez, L. and Ramos, F.R.",
	title = "The influence of TikTok videos on German Gen Z consumers’ attitude and purchase intention towards sustainable brands",
	year = "2023",
	howpublished = "Digital",
	url = "https://www.dm-ec.org/2023-edition/welcome"
}
Exportar RIS 
TY  - CPAPER
TI  - The influence of TikTok videos on German Gen Z consumers’ attitude and purchase intention towards sustainable brands
T2  - 4th Digital Marketing and eCommerce Conference
AU  - Plötz, S.
AU  - Martinez, L.M.
AU  - Martinez, L.
AU  - Ramos, F.R.
PY  - 2023
CY  - Barcelona
UR  - https://www.dm-ec.org/2023-edition/welcome
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  -