The Impact of Social Media Influencers on Generation Z Online Consumer Behavior (Take the Social Media Platform Douyin as an Example)

Research Article
Open access

The Impact of Social Media Influencers on Generation Z Online Consumer Behavior (Take the Social Media Platform Douyin as an Example)

Yitong Liu 1*
  • 1 Johns Hopkins University    
  • *corresponding author yliu493@jh.edu
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/41/20232026
AEMPS Vol.41
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-103-2
ISBN (Online): 978-1-83558-104-9

Abstract

Nowadays, there is a gradual shift in the way more and more people shop due to the influence of the pandemic. Shopping is moving away from brick-and-mortar stores and towards e-commerce shopping streams on social platforms. People are getting their needs met by watching live streams of e-commerce anchors, not only buying what they want but also reaping the benefits of quasi-social relationships online through their interactions on the Internet. The goal of this research is to investigate the link between influencer marketing and the effect that social media influencers have on the online shopping habits of members of Generation Z. Specifically, this study will look at how China Generation Z shoppers are influenced by those who are influential on social media. The results of a nationwide online survey of 227 Chinese Generation Z people show that social media influencers have a significant impact on Generation Z online consumer behavior, especially on the Douyin social media platform. The questionnaire respondents were from different regions of China's interior and the population was evenly distributed. The impact of different influencer marketing strategies and behavioral characteristics on the online consumer behavior of this age group is discussed.

Keywords:

generation Z, online consumer behavior, Douyin, e-commerce live streaming

Liu,Y. (2023). The Impact of Social Media Influencers on Generation Z Online Consumer Behavior (Take the Social Media Platform Douyin as an Example). Advances in Economics, Management and Political Sciences,41,19-24.
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References

[1]. China Marketing Corp. (2022). How do Chinese consumers use Douyin. China Marketing Corp. https://www.chinamarketingcorp.com/blog/how-do-chinese-consumers-use-douyin/

[2]. Thomala, L. L. (2023, February 1). Number of Generation Z active internet users in China from June 2018 to June 2022. Statista. https://www.statista.com/statistics/1199305/china-number-of-genz-active-internet-users/

[3]. Social SEO. (2020, June 9). The Ultimate Douyin Influencer and KOL Marketing Guide. Medium. https://hello-73030.medium.com/the-ultimate-douyin-influencer-and-kol-marketing-guide-efd82a0f3ce7#:~:text=With%20influencer%20or%20KOL%20(Key,working%20with%20influencers%20on%20Douyin

[4]. Yang, Q. (2022). A Report on the Translation of Z Generation-Why Do Young People Indulge in Instagram and Tik Tok?. CNKI. https://www.cnki.net/KCMS/detail/detail.aspx?dbcode=CMFD&dbname=CMFDTEMP&filename=1023465347.nh&uniplatform=OVERSEA&v=c6-MNkQm1FrTE6nNBPXe7-VRGobCl_i666NjAs_SwTwoAf6GOoFrEy06uC0qyLx0

[5]. Yang, Y., & Ha, L. (2021, December 9). Why People Use TikTok (Douyin) and How Their Purchase Intentions Are Affected by Social Media Influencers in China: A Uses and Gratifications and Parasocial Relationship Perspective. Taylor and Francis Online.

[6]. Kaye , D. B. V., Chen, X. C., & Zeng, J. Z. (2020, August 30). The co-evolution of two Chinese mobile short video apps: Parallel platformization of Douyin and TikTok. Sage Journals. https://journals.sagepub.com/doi/abs/10.1177/2050157920952120?journalCode=mmca

[7]. Yu, Z. (2023, March 23). China: the rise of TikTok sister app Douyin as a powerful consumer tool. The Conversation. https://theconversation.com/china-the-rise-of-tiktok-sister-app-douyin-as-a-powerful-consumer-tool-201058#:~:text=This%20short%2Dvideo%20platform%20has,making%20a%20living%20live%20streaming

[8]. Douyin TikTok : a New Way To Sell Big In China. Gentlemen Marketing Agency (GMA). (2019, October 31). https://marketingtochina.com/douyin-tiktok-a-new-way-to-sell-big-in-china/

[9]. Chu, F. (2022). Why Douyin’s growth is soaring in China. SmartBrief. https://corp.smartbrief.com/original/2022/09/why-douyins-growth-is-soaring-in-china

[10]. Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer Navigating the New Era of Influencer Marketing: How to be SucceSSful on InStagram, tIktok, & co.SAGE.

[11]. Lou, C., & Yuan, S. (2019, February 12). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Taylor and Francis Online.

[12]. Dencheva, V. (2023, May 10). Influencer marketing market size worldwide from 2016 to 2023. Statista. https://www.statista.com/statistics/1092819/global-influencer-market-size/

[13]. The Influencer Marketing Revolution (Infographic). One Productions. (2023). https://www.oneproductions.com/influencer-marketing/

[14]. Martínez-Lópeza , F. J., Anaya-Sánchezc , R., Giordano, M. F., & Lopez-Lopez, D. (2020, April 20). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Taylor and Francis Online.

[15]. Shan, Y., Chen, K.-J., & Lin, J.-S. (2019, October 18). When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive. Taylor and Francis Online.

Cite this article

Liu,Y. (2023). The Impact of Social Media Influencers on Generation Z Online Consumer Behavior (Take the Social Media Platform Douyin as an Example). Advances in Economics, Management and Political Sciences,41,19-24.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-103-2(Print) / 978-1-83558-104-9(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.41
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. China Marketing Corp. (2022). How do Chinese consumers use Douyin. China Marketing Corp. https://www.chinamarketingcorp.com/blog/how-do-chinese-consumers-use-douyin/

[2]. Thomala, L. L. (2023, February 1). Number of Generation Z active internet users in China from June 2018 to June 2022. Statista. https://www.statista.com/statistics/1199305/china-number-of-genz-active-internet-users/

[3]. Social SEO. (2020, June 9). The Ultimate Douyin Influencer and KOL Marketing Guide. Medium. https://hello-73030.medium.com/the-ultimate-douyin-influencer-and-kol-marketing-guide-efd82a0f3ce7#:~:text=With%20influencer%20or%20KOL%20(Key,working%20with%20influencers%20on%20Douyin

[4]. Yang, Q. (2022). A Report on the Translation of Z Generation-Why Do Young People Indulge in Instagram and Tik Tok?. CNKI. https://www.cnki.net/KCMS/detail/detail.aspx?dbcode=CMFD&dbname=CMFDTEMP&filename=1023465347.nh&uniplatform=OVERSEA&v=c6-MNkQm1FrTE6nNBPXe7-VRGobCl_i666NjAs_SwTwoAf6GOoFrEy06uC0qyLx0

[5]. Yang, Y., & Ha, L. (2021, December 9). Why People Use TikTok (Douyin) and How Their Purchase Intentions Are Affected by Social Media Influencers in China: A Uses and Gratifications and Parasocial Relationship Perspective. Taylor and Francis Online.

[6]. Kaye , D. B. V., Chen, X. C., & Zeng, J. Z. (2020, August 30). The co-evolution of two Chinese mobile short video apps: Parallel platformization of Douyin and TikTok. Sage Journals. https://journals.sagepub.com/doi/abs/10.1177/2050157920952120?journalCode=mmca

[7]. Yu, Z. (2023, March 23). China: the rise of TikTok sister app Douyin as a powerful consumer tool. The Conversation. https://theconversation.com/china-the-rise-of-tiktok-sister-app-douyin-as-a-powerful-consumer-tool-201058#:~:text=This%20short%2Dvideo%20platform%20has,making%20a%20living%20live%20streaming

[8]. Douyin TikTok : a New Way To Sell Big In China. Gentlemen Marketing Agency (GMA). (2019, October 31). https://marketingtochina.com/douyin-tiktok-a-new-way-to-sell-big-in-china/

[9]. Chu, F. (2022). Why Douyin’s growth is soaring in China. SmartBrief. https://corp.smartbrief.com/original/2022/09/why-douyins-growth-is-soaring-in-china

[10]. Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer Navigating the New Era of Influencer Marketing: How to be SucceSSful on InStagram, tIktok, & co.SAGE.

[11]. Lou, C., & Yuan, S. (2019, February 12). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Taylor and Francis Online.

[12]. Dencheva, V. (2023, May 10). Influencer marketing market size worldwide from 2016 to 2023. Statista. https://www.statista.com/statistics/1092819/global-influencer-market-size/

[13]. The Influencer Marketing Revolution (Infographic). One Productions. (2023). https://www.oneproductions.com/influencer-marketing/

[14]. Martínez-Lópeza , F. J., Anaya-Sánchezc , R., Giordano, M. F., & Lopez-Lopez, D. (2020, April 20). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Taylor and Francis Online.

[15]. Shan, Y., Chen, K.-J., & Lin, J.-S. (2019, October 18). When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive. Taylor and Francis Online.

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