Building Brand Engagement Through TikTok Marketing: A Study of Gen Z Consumers in Indonesia

Abstract

brand engagement among Gen Z consumers in Indonesia, focusing on content strategies that drive interaction and loyalty.
Design/methods/approach – A quantitative survey of 400 Gen Z respondents was conducted, combined with regression analysis to assess the relationship between TikTok content types, engagement metrics, and brand perception.
Findings – Short-form videos that integrated user-generated content and influencer collaborations achieved significantly higher engagement and purchase intention rates. Entertainment value, authenticity, and interactive challenges were found to be primary engagement drivers.
Research implications/limitations – The study’s focus on a single platform limits cross-platform generalizability. Additional research could explore multi-platform synergy in brand communication strategies.
Originality/value – This study highlights TikTok’s strategic potential as a brand engagement platform for the Gen Z segment in emerging markets.