Parasocial interaction and the effects of Gen Z purchase intention on TikTok

Individuals are exposed to viral fashion trends daily on social media channels. This study focuses specifically on Generation Z (Gen Z) and their purchase intentions regarding viral fashion trends on the popular social media channel TikTok. Specifically, the study aims to better understand how the virality of a video on TikTok impacts the purchase intention of Gen Z through examining parasocial interaction (PSI), perceived interactivity, loyalty, openness and willingness to share information with the content creator. An online experiment was conducted wherein 280 Gen Z participants saw a viral or non-viral video of the same product being featured. Findings indicate that participants’ perceived loyalty, willingness to share and perceived openness of the influencer had significant positive effects on their PSI, which in turn impacted their purchase intention. In addition, virality of the video directly impacted their purchase intention as well. The results identify the current questions surrounding Gen Z’s purchase intentions with viral fashion trends viewed on TikTok. The results suggest strategies to create viral marketing content that is critical for marketers to reach large audiences and build brand awareness.