| Titre : |
Beyond the Like: Understanding Brand Engagement and Trust in Generation Alpha’s TikTok Experience |
| Type de document : |
Mémoire |
| Auteurs : |
Alexa BLOWES, Auteur |
| Année de publication : |
2025 |
| Importance : |
42 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
DROIT DE LA CONCURRENCE ; WEBMARKETING
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| Résumé : |
The objective of this study is to investigate how influencer marketing and interactive engagement on TikTok shape the perception of brands with Generation Alpha consumers. In the ever-changing digital landscape, social media continues to change consumer behaviour. TikTok stands as a major marketing tool regarding digital persuasion, shaping how Generation Alpha interacts with, and builds trust with brands and social media influencers. While previous research focused on Generation Z’s digital interactions, very little research has been proactively conducted regarding Generation Alpha.
Generation Alpha’s are true digital natives, who are at the early stages of consumerism along with navigating the digital landscape on social media. This dissertation explores how Generation Alpha’s interactive engagement on TikTok influences consumers’ perceptions of brand desirability, providing insights into concepts like influencer credibility and skepticism.
This study is based on qualitative research, collecting data through 12 one-on-one, in-depth interviews. Each interview was conducted with a Generation Alpha interviewee over Zoom. The interviews drew attention to social media behaviours, trust associated with different brands and influencers, community-building and more.
Based on these findings, 5 themes were identified: Repetitive brand content, trust-building through engagement and viewership, peer validation and influencers' marketing capabilities, authenticity and aspirational brand perception and selective skepticism and evolving trust in influencers. These findings revealed that Generation Alpha actively refines their TikTok algorithm through strategically engaging in content they like, and avoiding content that does not serve a need, or their personal values. Generation Alpha is remaining highly critical of influencer transparency and unethical brand practices.
These results offer critical implications for brands and influencers alike, placing an emphasis on strong, organic brand and influencer partnerships, ethical storytelling, and interactive marketing strategies that will allow brands to connect with the next generation on a different, deeper level. |
| Programme : |
MSc Luxury Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=619308 |
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