The Impact of Using Social Media Marketing on Consumer-Brand Engagement Among Generation Z in China — An Empirical Study on Tiktok

Abstract

This paper examines the impact of the five dimensions of social media marketing (SMM) activities on consumer brand engagement (CBE), and thus expands to the impact on brand awareness and brand image, as well as the mediating role of CBE in SMM on brand equity among the generation Z in China. This study used a quantitative research approach, using sampling among TikTok users (N=264) and analyzed with Hayes Process Macro in SPSS. The results of the study point out that among the five dimensions of SMM, only entertainment and customization have positive significant correlations on CBE. The relationship between consumer brand engagement on brand loyalty and brand image is significant. Under the influence of consumer brand engagement, generation Z shows increased brand awareness of brands promoted by social media marketing campaigns on social media with high entertainment, customization, and trendiness. Therefore, marketers focusing on the younger generation in China can use this article as valuable insights for their social media campaigns.