Research on the Impact of Short Video Platform Features on Brand Engagement among Generation Z

Abstract

The rapid development of mobile internet has made short video platforms (e.g., Douyin, Kuaishou, TikTok) an indispensable medium in the daily lives of Generation Z (those born between 1995 and 2009). As "digital natives," Generation Z exhibits unique consumer behaviors and brand perception patterns, garnering significant attention from both academia and industry. This study focuses on the core functional features of short video platforms, including personalized content recommendation, interactive functions (likes, comments, shares), and user-generated content (UGC), to explore their impact on brand engagement among Generation Z. Using in-depth interviews, the study captures Generation Z users' subjective experiences and employs three-level coding for qualitative analysis. The findings reveal that the content recommendation mechanism of short video platforms enhances the relevance and resonance between users and brand content, significantly improving brand awareness and emotional connection. The multi-dimensional interactive functions of these platforms provide Generation Z users with convenient and frequent channels for participation, fostering brand communities and facilitating information sharing among users, thereby increasing brand engagement. In brand communication processes, UGC transforms users from mere consumers into co-creators of brand content, strengthening brand-user stickiness and loyalty. The study provides practical guidance for companies in developing brand marketing strategies in the era of short video platforms and offers theoretical insights for brand research in the context of Generation Z.