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

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. We developed and analyzed a theoretical model...

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Bibliographic Details

Published in:	Frontiers in Communication
Main Authors:	Daniel-Rareș Obadă, Oana Țugulea
Format:	Article
Language:	English
Published:	Frontiers Media S.A. 2024-09-01
Subjects:	online impulse buying generation Z TikTok perceived ad intrusiveness attitude toward advertising ad credibility
Online Access:	https://www.frontiersin.org/articles/10.3389/fcomm.2024.1470327/full