Analysis of Generation Z as a New Powerhouse Driving Influencer for Marketing – Using Improve TikTok Advertising as an Example

Research Article
Open access

Analysis of Generation Z as a New Powerhouse Driving Influencer for Marketing – Using Improve TikTok Advertising as an Example

Zeyu Lu 1*
  • 1 Tulane university, New Orleans, LA 70118, United States    
  • *corresponding author 545464539@qq.com
Published on 24 April 2023 | https://doi.org/10.54254/2754-1169/5/20220123
AEMPS Vol.5
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-21-8
ISBN (Online): 978-1-915371-22-5

Abstract

With the help of the Internet, online celebrity marketing has become an important way of publicity for many companies, especially in the B2C field. As the target group of Internet celebrity marketing, the strong influence of Generation Z on social media such as TIKTOK and Instagram has also been recognized, and it has become a contemporary power source to promote market influence. This article demonstrates the influence of TikTok and other social media through case studies and qualitative analysis, and also demonstrates the influence of Generation Z on current marketing methods. Therefore, this paper proposes three strategies to increase the effectiveness of TikTok in advertising by targeting specific groups of people.

Keywords:

TikTok, Marketing, Generation Z, Advertising

Lu,Z. (2023). Analysis of Generation Z as a New Powerhouse Driving Influencer for Marketing – Using Improve TikTok Advertising as an Example. Advances in Economics, Management and Political Sciences,5,508-512.
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References

[1]. Dobrowolski, Z., Drozdowski, G., Panait, M., 2022. Understanding the Impact of Generation Z on Risk Man-agement—A Preliminary Views on Values, Competencies, and Ethics of the Generation Z in Public Admin-istration. IJERPH 19, 3868. https://doi.org/10.3390/ijerph19073868

[2]. Pelikánová, R.M., Hála, M., 2021. CSR Unconscious Consumption by Generation Z in the COVID-19 Era—Responsible Heretics Not Paying CSR Bonus? JRFM 14, 390. https://doi.org/10.3390/jrfm14080390

[3]. Assistant Professor, Faculty of Commerce and Humanities,ManavRachna International University, Farida-bad(HR), Singh, A., 2014. Challenges and Issues of Generation Z. IOSRJBM 16, 59–63. https://doi.org/10.9790/487X-16715963

[4]. Appel, G., Grewal, L., Hadi, R., Stephen, A.T., 2020. The future of social media in marketing. J. of the Acad. Mark. Sci. 48, 79–95. https://doi.org/10.1007/s11747-019-00695-1

[5]. Leban, M., Thomsen, T.U., von Wallpach, S., Voyer, B.G., 2021. Constructing Personas: How High-Net-Worth Social Media Influencers Reconcile Ethicality and Living a Luxury Lifestyle. J Bus Ethics 169, 225–239. https://doi.org/10.1007/s10551-020-04485-6

[6]. Shifman, L., 2013. Memes in a Digital World: Reconciling with a Conceptual Troublemaker. J Comput-Mediat Comm 18, 362–377. https://doi.org/10.1111/jcc4.12013

[7]. Gikerson, N., Swenson, R., Anderson, B., 2016. Farmed and Dangerous? A Case Study of Chipotle’s Branded Entertainment Series and Polarized Reactions to its Satirical Depiction of Farming and Agribusiness. Journal of Applied Communications 100.

[8]. Beer, J., 2022. The 10 most innovative companies in branding in 2022.

[9]. Verghese, S., 2020. How Gymshark Leveraged Influencer Marketing to Become a $500m Business. https://medium.com/swlh/how-gymshark-leveraged-influencer-marketing-to-become-a-500m-business-7ae2432f2f31

[10]. Dost, F., Phieler, U., Haenlein, M., Libai, B., 2019. Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast-Moving Consumer Goods. Journal of Marketing 83, 62–81. https://doi.org/10.1177/0022242918817000

[11]. Goldenberg, J., Han, S., Lehmann, D.R., Hong, J.W., 2009. The Role of Hubs in the Adoption Process. Journal of Marketing 73, 1–13. https://doi.org/10.1509/jmkg.73.2.1

Cite this article

Lu,Z. (2023). Analysis of Generation Z as a New Powerhouse Driving Influencer for Marketing – Using Improve TikTok Advertising as an Example. Advances in Economics, Management and Political Sciences,5,508-512.

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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 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 1

ISBN：978-1-915371-21-8(Print) / 978-1-915371-22-5(Online)
Editor：Javier Cifuentes-Faura, Canh Thien Dang
Conference website: http://www.icftba.org
Conference date: 16 December 2022
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.5
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Dobrowolski, Z., Drozdowski, G., Panait, M., 2022. Understanding the Impact of Generation Z on Risk Man-agement—A Preliminary Views on Values, Competencies, and Ethics of the Generation Z in Public Admin-istration. IJERPH 19, 3868. https://doi.org/10.3390/ijerph19073868

[2]. Pelikánová, R.M., Hála, M., 2021. CSR Unconscious Consumption by Generation Z in the COVID-19 Era—Responsible Heretics Not Paying CSR Bonus? JRFM 14, 390. https://doi.org/10.3390/jrfm14080390

[3]. Assistant Professor, Faculty of Commerce and Humanities,ManavRachna International University, Farida-bad(HR), Singh, A., 2014. Challenges and Issues of Generation Z. IOSRJBM 16, 59–63. https://doi.org/10.9790/487X-16715963

[4]. Appel, G., Grewal, L., Hadi, R., Stephen, A.T., 2020. The future of social media in marketing. J. of the Acad. Mark. Sci. 48, 79–95. https://doi.org/10.1007/s11747-019-00695-1

[5]. Leban, M., Thomsen, T.U., von Wallpach, S., Voyer, B.G., 2021. Constructing Personas: How High-Net-Worth Social Media Influencers Reconcile Ethicality and Living a Luxury Lifestyle. J Bus Ethics 169, 225–239. https://doi.org/10.1007/s10551-020-04485-6

[6]. Shifman, L., 2013. Memes in a Digital World: Reconciling with a Conceptual Troublemaker. J Comput-Mediat Comm 18, 362–377. https://doi.org/10.1111/jcc4.12013

[7]. Gikerson, N., Swenson, R., Anderson, B., 2016. Farmed and Dangerous? A Case Study of Chipotle’s Branded Entertainment Series and Polarized Reactions to its Satirical Depiction of Farming and Agribusiness. Journal of Applied Communications 100.

[8]. Beer, J., 2022. The 10 most innovative companies in branding in 2022.

[9]. Verghese, S., 2020. How Gymshark Leveraged Influencer Marketing to Become a $500m Business. https://medium.com/swlh/how-gymshark-leveraged-influencer-marketing-to-become-a-500m-business-7ae2432f2f31

[10]. Dost, F., Phieler, U., Haenlein, M., Libai, B., 2019. Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast-Moving Consumer Goods. Journal of Marketing 83, 62–81. https://doi.org/10.1177/0022242918817000

[11]. Goldenberg, J., Han, S., Lehmann, D.R., Hong, J.W., 2009. The Role of Hubs in the Adoption Process. Journal of Marketing 73, 1–13. https://doi.org/10.1509/jmkg.73.2.1

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