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August 22, 2025Global ManagementOpen Access

Measuring Generation Z’s Purchasing Decisions on Fashion Products on TikTok Live Streaming

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Authors

TATri Wahyu ApriyaniHRHesti RespatiningsihDNDewi Shanti Nugrahani

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Overview

Quantitative analysis reveals that content marketing and live streaming significantly influence purchasing decisions among Generation Z, indicating the need for brands to adapt their strategies.

Key Points

  • Purchasing decisions among Generation Z are significantly influenced by content marketing and live streaming.
  • Path coefficients of 0.361 for content marketing and 0.521 for live streaming indicate their strong impact.
  • Associative quantitative approach using a questionnaire survey among 102 TikTok users helped collect relevant data.
  • Findings highlight the need for fashion brands to optimize their digital marketing practices for TikTok.

Cite This Study

Apriyani et al. (2025) studied this question.

synapsesocial.com/papers/68af736e7567bf4f94fed9c7https://doi.org/10.70062/globalmanagement.v2i3.342
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Analysis of Digital Marketing Live, Promotion, Short Video Strategies on Gen Z Skincare Purchasing Decisions2025
  2. 2Parasocial interaction and the effects of Gen Z purchase intention on TikTok2025 · 2 citations
  3. 3The Influence of Product Quality, Price, and Lifestyle on the Decision to Purchase Preloved Clothes in Tiktok Shop2025
  4. 4Generation Z’s Reliance on UGC and Vlogs For Driving Buying Interest in The Fashion Industry2025 · 2 citations
  5. 5ANALYZING THE FACTORS AFFECTING THE ONLINE PURCHASE INTENTION OF GENERATION Z ON TIKTOK SHOP: THE MEDIATING EFFECT OF ATTITUDES TOWARD USER-GENERATED CONTENT - A CASE STUDY IN THE MEKONG DELTA, VIETNAM2025