Abstract
AIM : This research aims to explore the new phenomenon of TikTok and how using this
application has impacted Generation Z as consumers. The study contributes to further identify if
this social media platform has had any change in attitude towards brands by gaining
comprehensive views and mindset into the evolving needs and expectations of iGen.
DESIGN : Due to the subjective nature of the study, a qualitative design approach has been
utilised to discuss the experiences and opinions of Generation Z on TikTok. For data collection,
semi-structured interviews have been conducted with participants who were in the 18- 23 age
group.
METHOD: To analyse the data, thematic coding by Braun and Clarke (2006) has been
employed and the six-phase assisted in uncovering several patterns and themes. The findings and
insights could offer academic researchers and practitioners to implement marketing strategies to
engage with these younger consumers.
