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Shareef, M.A., Mukerji, B., Dwivedi, Y.K., Rana, N.P. and Islam, R. (2019) Social Media Marketing: Comparative Effect of Advertisement Sources. Journal of Retailing and Consumer Services, 46, 58-69.
https://doi.org/10.1016/j.jretconser.2017.11.001

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.