Title: The impact of TikTok short video on GenZ's platform engagement: the case of an emerging economy

Authors: Thanh-Binh Phung; Thi Diep Thuy Le; Doan Viet Phuong Nguyen

Addresses: Faculty of Business Administration, University of Economics and Law, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam ' Faculty of Business Administration, University of Economics and Law, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam ' Faculty of Business Administration, University of Economics and Law, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam

Abstract: The rise of the TikTok platform has recently attracted researchers' attention. Nevertheless, it is recognised that there is a dearth of research that examines the effects of the TikTok short video characteristics from the perspectives of media credibility and uses and gratification theory. This study is conducted to investigate the effects of TikTok endorsers, platforms, and short content characteristics on the perceived value, trust, and engagement of customers. The study analyses a sample of 311 GenZ individuals who have experience in online shopping through the TikTok platform using the PLS-SEM method with SmartPLS 4.0. The results illustrated the beneficial effects of influencer endorsement, enjoyment, and convenience on customers' perceived value and trust, which subsequently influence their engagement. Ultimately, the study discusses and suggests theoretical implications for future studies and practical implications for marketing practitioners to improve short video content, such as influencer endorsement, enjoyment, convenience, as well as customers' perceived value and trust, in order to increase the engagement of GenZ customers. The recommendations include the wise selection of endorsers who possess the ability to produce high-quality content and the surveillance of customer activities to ascertain their expectations and ensure their satisfaction, trust, and engagement.

Keywords: TikTok; endorser; perceived value; engagement; trust; GenZ.

DOI: 10.1504/IJWBC.2026.155822

International Journal of Web Based Communities, 2026 Vol.22 No.1, pp.36 - 66

Received: 10 Nov 2024
Accepted: 08 Jul 2025
Published online: 24 Aug 2026 *

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