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Impact of TikTok Marketing on Gen Z Consumer Behaviour in the UK

Digital Marketing and Consumer Behaviour · Level 5 (Year 2 Undergraduate) · 1,500 words · 8 pages · Harvard

This assignment examines how TikTok marketing influences Gen Z consumer behaviour in the UK. It explores short-form video content, influencer marketing, user-generated content and e-WOM, using the Theory of Planned Behaviour to analyse engagement, trust and purchase intention.

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