IMPACT OF ZARA’S DIGITAL
MARKETING THROUGH TIKTOK ON
GEN Z PURCHASE INTENT: THE
MEDIATING ROLE OF BRAND
AWARENESS
A Dissertation
Ravensbourne University
In Partial Fulfillment of the Requirements
.
, Abstract
In the era where SMM shapes the customer behavior, sites like TikTok have become areas for
brands aiming to connect with elusive Gen Z. This research explores the profound influence
of ZARA’s SMM strategies on TikTok and how they impact buying intent amidst the
respective population. The primary objective is to investigate the role of the platform in
increasing purchase intent and to know how brand awareness mediates the relation.
In order to achieve this, information was obtained via a comprehensive questionnaire
targeting Gen Z actively using TikTok and engaging with the brand. The analysis consisted
of quantitative methods to discover the link between TikTok strategies, brand awareness and
buying behavior.
The results show that ZARA’s interactive and creative TikTok videos significantly increase
brand awareness, resulting in heightened buying intent amidst Gen Z customers. The research
particularly reflects that apart from visibility, UGC also builds connections, shaping
customer’s purchasing decisions.
The study confirms that effective SMM strategies on TikTok can majorly impact Gen Z’s
buying behavior, with brand awareness mediating the relation in this dynamic. While the
research provides insightful information, it also highlights the limitations such as time frame
and sample size that may not completely capture the diverse nature of Gen Z. Future research
is recommended to investigate the long-lasting impact of such strategies on other factors like
brand loyalty and to make a comparison of other SM sites in shaping customer behavior.
Table of Contents
2
,Abstract.................................................................................................................................. 2
List of Figures......................................................................................................................... 3
List of Tables.......................................................................................................................... 4
List of Abbreviations...............................................................................................................5
INTRODUCTION.................................................................................................................... 6
1.1 Background of the Study..............................................................................................6
1.2 Research Problem.......................................................................................................8
1.3 Research Question......................................................................................................9
1.4 Research Objectives....................................................................................................9
1.5 Significance of the study..............................................................................................9
1.6 Scope of the study.......................................................................................................9
1.7 Overview of the study.................................................................................................10
LITERATURE REVIEW........................................................................................................11
2. 1 Social Media Marketing.............................................................................................11
2.2 Social Media Marketing Through TikTok Application..................................................11
2.3 ZARA’s Digital Marketing Through TikTok.................................................................12
2.4 Purchase Intention.....................................................................................................12
2.5 Purchase Intention of Gen Z......................................................................................13
2.6 Brand Awareness.......................................................................................................13
2.7 Brand Awareness through TikTok..............................................................................14
2.8 Brand Awareness Influences Purchase Intention.......................................................14
2.9 Theories Supporting the Study...................................................................................15
METHODOLOGY................................................................................................................. 17
3.1 RESEARCH APPROACH..........................................................................................17
3.2 RESEARCH DESIGN................................................................................................17
3.3 SAMPLE DESIGN & INSTRUMENT OF DATA COLLECTION..................................18
3.4 PROCEDURE OF DATA COLLECTION....................................................................18
3.5 STATISTICAL TECHNIQUES....................................................................................18
3.6 ETHICAL CONSIDERATIONS...................................................................................19
RESULTS & DISCUSSION..................................................................................................20
4.1 TikTok usage of Gen Z..............................................................................................20
4.2 TikTok as a digital marketing tool for ZARA...............................................................22
4.3 Role of TikTok in developing positive buying intention of Gen Z for ZARA.................23
4.4 ZARA’s Improved Brand awareness through TikTok..................................................26
CONCLUSION..................................................................................................................... 29
APPENDICES...................................................................................................................... 31
Appendix 2:...................................................................................................................... 32
Questionnaire.................................................................................................................. 32
REFERENCES..................................................................................................................... 34
List of Figures
3
, Sr. No Figure Page #
1 ZARA TikTok Shop 10
2 Conceptual Model 19
3 TikTok usage of Gen Z 23
4 Gender profile of TikTok users 23
5 ZARA: fashion for all ages 23
6 User sentiment on TikTok usage 24
7 ZARA’s TikTok profile 25
8 User sentiment on ZARA’s TikTok content 26
9 ZARA’s fashion products 27
10 User agreement on ZARA’s TikTok content on Purchase Intentions 29
11 ZARA’s #SELECTby campaign 29
12 User agreement on ZARA’s TikTok content enhancing brand awareness 32
List of Tables
Sr. No Figure Page #
1 Analysis of question 15 27
2 Analysis of question 16 28
3 Analysis of question 17 28
4 Analysis of question 18 30
5 Analysis of question 19 30
6 Analysis of question 20 31
7 Analysis of question 21 31
8 Analysis of question 22 31
4
MARKETING THROUGH TIKTOK ON
GEN Z PURCHASE INTENT: THE
MEDIATING ROLE OF BRAND
AWARENESS
A Dissertation
Ravensbourne University
In Partial Fulfillment of the Requirements
.
, Abstract
In the era where SMM shapes the customer behavior, sites like TikTok have become areas for
brands aiming to connect with elusive Gen Z. This research explores the profound influence
of ZARA’s SMM strategies on TikTok and how they impact buying intent amidst the
respective population. The primary objective is to investigate the role of the platform in
increasing purchase intent and to know how brand awareness mediates the relation.
In order to achieve this, information was obtained via a comprehensive questionnaire
targeting Gen Z actively using TikTok and engaging with the brand. The analysis consisted
of quantitative methods to discover the link between TikTok strategies, brand awareness and
buying behavior.
The results show that ZARA’s interactive and creative TikTok videos significantly increase
brand awareness, resulting in heightened buying intent amidst Gen Z customers. The research
particularly reflects that apart from visibility, UGC also builds connections, shaping
customer’s purchasing decisions.
The study confirms that effective SMM strategies on TikTok can majorly impact Gen Z’s
buying behavior, with brand awareness mediating the relation in this dynamic. While the
research provides insightful information, it also highlights the limitations such as time frame
and sample size that may not completely capture the diverse nature of Gen Z. Future research
is recommended to investigate the long-lasting impact of such strategies on other factors like
brand loyalty and to make a comparison of other SM sites in shaping customer behavior.
Table of Contents
2
,Abstract.................................................................................................................................. 2
List of Figures......................................................................................................................... 3
List of Tables.......................................................................................................................... 4
List of Abbreviations...............................................................................................................5
INTRODUCTION.................................................................................................................... 6
1.1 Background of the Study..............................................................................................6
1.2 Research Problem.......................................................................................................8
1.3 Research Question......................................................................................................9
1.4 Research Objectives....................................................................................................9
1.5 Significance of the study..............................................................................................9
1.6 Scope of the study.......................................................................................................9
1.7 Overview of the study.................................................................................................10
LITERATURE REVIEW........................................................................................................11
2. 1 Social Media Marketing.............................................................................................11
2.2 Social Media Marketing Through TikTok Application..................................................11
2.3 ZARA’s Digital Marketing Through TikTok.................................................................12
2.4 Purchase Intention.....................................................................................................12
2.5 Purchase Intention of Gen Z......................................................................................13
2.6 Brand Awareness.......................................................................................................13
2.7 Brand Awareness through TikTok..............................................................................14
2.8 Brand Awareness Influences Purchase Intention.......................................................14
2.9 Theories Supporting the Study...................................................................................15
METHODOLOGY................................................................................................................. 17
3.1 RESEARCH APPROACH..........................................................................................17
3.2 RESEARCH DESIGN................................................................................................17
3.3 SAMPLE DESIGN & INSTRUMENT OF DATA COLLECTION..................................18
3.4 PROCEDURE OF DATA COLLECTION....................................................................18
3.5 STATISTICAL TECHNIQUES....................................................................................18
3.6 ETHICAL CONSIDERATIONS...................................................................................19
RESULTS & DISCUSSION..................................................................................................20
4.1 TikTok usage of Gen Z..............................................................................................20
4.2 TikTok as a digital marketing tool for ZARA...............................................................22
4.3 Role of TikTok in developing positive buying intention of Gen Z for ZARA.................23
4.4 ZARA’s Improved Brand awareness through TikTok..................................................26
CONCLUSION..................................................................................................................... 29
APPENDICES...................................................................................................................... 31
Appendix 2:...................................................................................................................... 32
Questionnaire.................................................................................................................. 32
REFERENCES..................................................................................................................... 34
List of Figures
3
, Sr. No Figure Page #
1 ZARA TikTok Shop 10
2 Conceptual Model 19
3 TikTok usage of Gen Z 23
4 Gender profile of TikTok users 23
5 ZARA: fashion for all ages 23
6 User sentiment on TikTok usage 24
7 ZARA’s TikTok profile 25
8 User sentiment on ZARA’s TikTok content 26
9 ZARA’s fashion products 27
10 User agreement on ZARA’s TikTok content on Purchase Intentions 29
11 ZARA’s #SELECTby campaign 29
12 User agreement on ZARA’s TikTok content enhancing brand awareness 32
List of Tables
Sr. No Figure Page #
1 Analysis of question 15 27
2 Analysis of question 16 28
3 Analysis of question 17 28
4 Analysis of question 18 30
5 Analysis of question 19 30
6 Analysis of question 20 31
7 Analysis of question 21 31
8 Analysis of question 22 31
4
