The Review of Contemporary Scientific and Academic Studies An International Multidisciplinary Online Journal www.thercsas.com ISSN: 2583-1380 Vol. 4 | Issue No. 5 | May 2024 Impact Factor: 4.736 (SJIF) _________________________________________________________________________________________________________________________________ Influence of TikTok Promotional Content on the Purchase Intention of Generation Z Consumers … Almira Joy L. Lavitoria https://doi.org/10.55454/rcsas.4.05.2024.003 1 Influence of TikTok Promotional Content on the Purchase Intention of Generation Z Consumers in Paniqui, Tarlac Almira Joy L. Lavitoria (almirajoy7597@gmail.com ), FEU Alabang, Philippines Copyright: © 2024 by the authors. Licensee The RCSAS (ISSN: 2583-1380) . This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution Non-Commercial 4.0 International License. (https://creativecommons.org/licenses/by-nc/4.0/ ). Crossref/DOI: https://doi.org/10.55454/rcsas.4.05.2024.003 Abstract: The study used descriptive statistics research design utilizing correlation and regression analysis, it aimed to determine the influence of TikTok promotional content to the purchase intention of Generation Z consumers. The TikTok promotional content was described based on the areas of usefulness, impulsiveness, and influencer marketing while purchase intention was described in terms of informativeness and interactivity. The respondents of the study are 379 Generation Z consumers in Paniqui, Tarlac. The results showed that TikTok promotional content have high influence on the purchase intention of Generation Z consumers with a p-value of <.001 in the areas of usefulness, impulsivity, and influencer marketing with R²=0.828 in informativeness and R²=0.809 in interactivity. Consequently, the study recommended utilizing TikTok promotional content specifically in terms of usefulness, impulsivity, and influencer marketing which highly influences the purchase intentions in terms of informativeness and interactivity of Generation Z consumers. It is important to optimize desktop sites, emphasize ease of discovery on search platform, and focus on producing authentic and engaging content. Build creative content to attract Generation Z consumers like following the trends and their interest. Keywords: Generation Z, Promotional Content, Purchase Intention, TikTok Article History: Received: 03 May- 2024; Accepted: 20 May- 2024; Published/Available Online: 30 May- 2024 1. Introduction The world is changing dynamically. Marketing techniques that particularly were used traditionally as a blueprint in business activities are gradually fading from the markets. The consumers’ unpredictable minds, changing behaviors, and evolving purchase intention challenges businesses to come up with unique promotional content strategies on how they market their products and services especially with the presence of emerging technology. Social media sites are paving their way to the business market such as Facebook, YouTube, Instagram, Pinterest, WhatsApp, Twitter, Snapchat, TikTok and among others. TikTok was launched in 2017 and rapidly gained popularity worldwide. Globally, the online application TikTok is blooming. TikTok is a short form of mobile video platform that allows users to create videos often lasting 15 to 60 seconds and share them with the wider TikTok community. Available in 150 countries, TikTok has 800 million monthly active users worldwide and has been downloaded over 2 billion times. It was also the most downloaded mobile application in 2018 and 2019, surpassing Facebook, YouTube, and Instagram (DataReportal, 2023). Duong et.al (2022) empirical study about the impact of Social Networking Sites (SNS) advertisements on online purchase intention of Generation Z using TikTok was carried out in Vietnam to investigate the factors affecting the online purchase intention of Vietnamese consumers, focusing on Generation Z. The study evaluates the influence of four factors namely information, entertainment, trust, and social interaction on the intention to purchase online of the Generation Z consumers. Another study was done in Vietnam by Assoc. Prof. Dr. Pham Van Tuan et al. (2023) about the impact of short-form video advertising on social media on the purchase intention of Generation Z in Vietnam. The cited study aimed to investigate the impact of informativeness, entertainment, credibility, social interaction, incentives and irritation of short-form video advertising on social media on the purchase intention of Generation Z in Vietnam through user attitude and advertising value. By understanding how TikTok promotional content influences the Generation Z consumers' purchase intention within a local context, the study aimed to provide valuable insights for local businesses and marketers, helping them develop effective social media marketing strategies that cater to the needs and preferences of this demographic group. The study focused on Generation Z consumers and TikTok promotional content helping to fill an important gap in local studies. The study served as a reference and a helpful tool for businesses creating TikTok promotional content to fulfill the needs of young consumers, especially the Generation Z consumers.