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Shen, X. and Wang, J. (2024) How Short Video Marketing Influences Purchase Intention in Social Commerce: The Role of Users’ Persona Perception, Shared Values, and Individual-Level Factors. Humanities and Social Sciences Communications, 11, Article 290.
https://doi.org/10.1057/s41599-024-02808-w

has been cited by the following article:

• TITLE: TikTok Shop Advertising and Gen Z Purchase Intention: A Stimulus-Organism-Response Perspective on Engagement and Trust

  AUTHORS: Arpita Baijal, Aaditya Jambhekar

  KEYWORDS: TikTok Shop, Generation Z, Purchase Intention, Stimulus-Organism-Response, Engagement, Consumer Buying, Short-Form Video Advertising

  JOURNAL NAME: Open Access Library Journal, Vol.13 No.9, September 23, 2026

  ABSTRACT: This study uses a Stimulus-Organism-Response (SOR) framework to examine how TikTok Shop advertising shapes Generation Z purchase intention, mediated by consumer engagement and trust. Data were collected through survey questionnaires from 190 self-reported Generation Z individuals who reported using TikTok and prior exposure to TikTok Shop advertisements. The six stimulus variables are advertising informativeness, entertainment, visual appeal, credibility, influencer persuasiveness, and content clarity; the organism variables are engagement and trust; and the response variable is purchase intention. Pearson correlations showed that trust was strongly and positively correlated with purchase intention (r = 0.865, p α = 0.811 - 0.925). The study provides strategic insights for marketers targeting Gen Z through TikTok Shop advertising.