Content Marketing in Shaping Customer Engagement Through TikTok: Generation Z Male Perspective

doi:10.36782/jemi.v7i1.2576

Content Marketing in Shaping Customer Engagement Through TikTok: Generation Z Male Perspective

Vonezyo Yupanzara Dharomesz

Abstract

Content marketing has been seen as a critical strategy for capturing and holding audience attention in the digital age, greatly fostering customer engagement. Social media, huge in popular short-format video, goes by the name TikTok and literally is a big force in digital marketing today. It grows with immense speed and is broadly adopted among the male gender in Generation Z, making it very important for brands that are looking to improve engagement. This means that brands have the opportunity to mobilize such a large user base on TikTok to promote products and services using engaging content marketing. The study examines how content marketing shapes customer engagement on TikTok among the male gender from Indonesia, members of Generation Z, who are dominant on the platform. Data was gathered from 228 TikTok respondents exposed to content marketing and analyzed using SmartPLS. The research indicates that TikTok's content marketing positively impacts customer engagement. This study provides valuable insights into the effectiveness of TikTok as a content marketing platform, highlighting specific factors that businesses can focus on to increase engagement among consumers, thereby improving marketing outcomes and fostering deeper customer connections. Subsequent studies ought to investigate the enduring effects of TikTok content marketing on customer engagement and broaden the scope of the examination to encompass other social media platforms that may present more extensive ramifications for digital marketing strategies.

Keywords

Content Marketing; Customer Engagement; TikTok

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