The DOI matches its Crossref record.
The Impact of Short-Form Video Marketing, Influencer Relatability, and Trust Signals on Gen Z’s Purchase Intention
Open accessAbstract
This study examines the impact of short-form video marketing, influencer relatability, and trust signals on Generation Z’s purchase intention in Indonesia. Using a quantitative approach, data were collected from 400 respondents aged 18 to 27 who actively engage with short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts and have made recent online purchases. Multiple linear regression analysis revealed that all three variables significantly and positively influence purchase intention, with influencer relatability showing the strongest effect. The findings underscore the importance of authentic influencer connections, engaging video content, and transparent trust signals in shaping the purchasing decisions of digital-native consumers. This research offers valuable implications for marketers seeking to optimize digital marketing strategies tailored to Generation Z’s unique preferences and behaviors.
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In the citing paper
“existing empirical research demonstrates that perceived trust can positively promote users' S-BI.”
In the citing paper
“Wahyudi et al. (2025) [52] further demonstrated that the effect of perceived trust on Generation Z users' S-BI is particularly salient, highlighting the importance of building perceived trust in short-form video platforms.”
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Hu, S., Liu, J., Li, H., Yin, J., & Liu, X. (2025) · Journal of Theoretical and Applied Electronic Commerce Research · doi:10.3390/jtaer20040290 · Cited by 11
Metadata
- Authors
- Wahyudi, M. A., Rahmadhani, M. V., Mu'is, A., & Evelyna, F.
- Affiliations
- Kwik Kian Gie School of Business (ID)
- Universitas Putra Bangsa (ID)
- Venue
- International Journal of Business, Law, and Education
- Published
- 2025-05-31
- Volume
- 6
- Issue
- 1
- Pages
- 855-864
- ISSN
- 2747-139X (ISSN-L)
- OpenAlex
- W4410917842
- Cited by
- 5
- References
- 0
- Citations by year
- 2026: 3 · 2025: 2
- FWCI
- 8.71
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- International Journal of Business Law and Education (publishedVersion, cc-by-nc-sa)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Business and International Management › SMEs Development and Digital Marketing
- Keywords
- short-form video marketing, trust signals, purchase intention, Generation Z, social media influencers, TikTok, Instagram Reels, YouTube Shorts, consumer behavior, Indonesia
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