CONTENT RELEVANCE AND PURCHASE INTENTION IN DOUYIN ADVERTISING AMONG GENERATION Z IN HEBEI PROVINCE
DOI:
https://doi.org/10.35631/AIJBES.828032Keywords:
Advertising Content Relevance, Purchase Intention, Generation Z, Elaboration Likelihood Model, Douyin AdvertisingAbstract
With the rapid expansion of the online platforms for short videos, Generation Z advertising strategies moving towards the use of algorithm-based networks like Douyin. Although previous studies have extensively explored the effectiveness of social media advertisements, they mainly focused on traditional social media platforms, while the personalized content recommendation and comprehensive e-commerce functions of Douyin have not been explored. Moreover, the applicability of the Elaboration Likelihood Model (ELM) in explaining how content relevance shapes purchase intentions in the context of short-video advertisements has not been empirically verified. Focusing on central route of persuasion, this study based on the Elaboration Likelihood Model (ELM) examines the relation between the sponsored content relevance and the buying intention of Generation Z users on Douyin. By applying multiple regression analysis, this study has tested the proposed relationship based on surveys data obtained by 510 valid participants in Hebei provincial area. The results show that the relevance of the advertisement content has a significant positive impact on the consumer purchase propensity. This means that advertisements that are personally relevant sponsored content to individuals play an important role in influencing the shopping decisions of the Z-generation. The paper extends the application of the Elaboration Likelihood Model to algorithm-mediated short-form video advertising scenarios and provides practical recommendations to marketers interested in improving advertising effectiveness with Douyin.
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