Abstract
Purpose - This study investigates the impact of AI-driven digital marketing on TikTok, focusing on Generation Z consumer behavior and societal implications. It aims to comprehend Gen Z's perception of AI-driven marketing on TikTok, and its ethical, legal, and social consequences.
Methodology - The research employs both qualitative and quantitative methods, including interviews with marketing practitioners and a survey conducted among Gen Z consumers. The data, contextualized with secondary findings, is analyzed and discussed with the Technology Acceptance Model (TAM) and a techno-economic and techno-social perspective.
Findings - AI has revolutionized content creation and interaction on TikTok, providing optimized and personalized experiences for Gen Z. However, skepticism towards AI-driven advertising underscores the need for authenticity, trust, and accountability in AI marketing practices.
Practical Implications - The study advises brands to create authentic content that aligns with Gen Z preferences and maintain human involvement in AI-driven advertising. It advocates for ethical AI usage, robust data privacy regulations, and trust-building among stakeholders.
Originality - This thesis uniquely explores AI-driven marketing on TikTok, concentrating on Gen Z's perceptions and behaviors. It contributes valuable insights to the discourse on ethical AI usage and trust in digital marketing and consumer behavior.
| Educations | MSc in International Marketing and Management, (Graduate Programme) Final Thesis |
|---|---|
| Language | English |
| Publication date | 2023 |
| Number of pages | 225 |