Research shows short video platforms significantly impact the purchasing decisions of Generation Z, highlighting emotional arousal and user-generated content.
Key Points
Short video platforms have transformed Generation Z's purchasing decisions, emphasizing emotional engagement and social identity.
Key findings indicate that immersive content and algorithm-driven recommendations notably influence buying behavior among young consumers.
This study utilized case studies to explore the impact of user-generated content (UGC) and emotional drive on consumer choices.
Recommendations include enhancing advertising transparency and empowering users in data management to promote responsible consumption.