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ORIGINAL RESEARCH article

Front. Commun.
Sec. Advertising and Marketing Communication
Volume 9 - 2024 | doi: 10.3389/fcomm.2024.1470327

What drives online impulse buying among Zoomers on TikTok in an emerging market? A new model based on flow theory

Provisionally accepted
Daniel-Rareș Obadă Daniel-Rareș Obadă *Oana Țugulea Oana Țugulea
  • Alexandru Ioan Cuza University, Iași, Romania

The final, formatted version of the article will be published soon.

    Our article aims to investigate the factors, precisely motives for TikTok use, perceived ad intrusiveness, attitude toward advertising, ad credibility, ad value, and online flow experience, driving buying impulsiveness among Generation Z users on TikTok. The results indicate that motives for TikTok use negatively affect perceived ad intrusiveness while positively affecting the online flow experience and ad credibility. Attitude towards advertising negatively impacts perceived ad intrusiveness, while attitude towards advertising positively influences ad credibility and value. Furthermore, ad credibility has a positive impact on ad value, which, in turn, positively influences online impulse buying. As such, adapted ad content leads to a positive attitude toward advertising, creating an optimal experience on the platform and a positive perception of ads regarding credibility and value.

    Keywords: Online impulse buying, Generation Z, TikTok, Perceived Ad Intrusiveness, Attitude toward advertising, ad credibility, Ad value, online flow experience

    Received: 25 Jul 2024; Accepted: 29 Aug 2024.

    Copyright: © 2024 Obadă and Țugulea. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

    * Correspondence: Daniel-Rareș Obadă, Alexandru Ioan Cuza University, Iași, Romania

    Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.