Impact of electronic word of mouth (Ewom) on the purchase intention of gen Z on Tiktok

Abstract

In the era of increasingly advanced technology, the use of social networking sites and media buying and selling activities on these means are gradually becoming popular. Online shopping has gradually become an indispensable part of consumers' lives, and in order to keep up with the trend of social media channels, Tiktok has launched an electronic shopping form called TikTokShop to be able to reach closer. More accessible to consumers, especially the young generation of Gen Z - a popular group of users of Tiktok. The article studies the impact of electronic word of mouth (EWoM) on Gen Z's purchase intention on Tiktok. Through conducting a survey and analysis, the research team found that there is an indirect influence of Tie-Strength, EWoM Valence, and Brand Image on the Purchase Intention of Gen Z customers through the same impact increases the reliability of EWoM. At the same time, the team also found the interaction between the credibility of the brand image and, from there, proposed solutions for businesses to improve business efficiency and increasingly expand the approach. Closer to consumers.