Browsing by Author "Trestini, Carlos Javier Fernandes"
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- How Tiktok influences the videos ads format and generation zPublication . Trestini, Carlos Javier Fernandes; Ramos, Célia M. Q.; Matos, NélsonThis thesis examines the impact of TikTok on video ads format and Generation Z. The literature review reveals that social media platforms are increasingly being used as a medium for advertising, and TikTok, in particular, has been gaining popularity among younger audiences. The methodology employed for this research includes a survey applied to 113 TikTok users mostly aged below 25. The results of the survey show that the majority of respondents use TikTok frequently and for long durations. Additionally, a large percentage of the respondents watch ads on TikTok and find them less annoying and more creative than ads on other platforms. They are also more likely to engage with ads on TikTok and believe that these ads are more relevant. However, the data also indicates that only a small percentage of TikTok users have actually made a purchase as a result of an ad, although many report that TikTok ads influence their purchasing decisions. Overall, the results suggest that TikTok is a highly effective platform for advertising to Generation Z audiences, who appreciate the creative and relevant ads, but that there is still room for improvement in terms of driving actual sales. TikTok has a significant influence on the behavior and perception of Generation Z consumers, impacting their inclination to purchase products or services.