FROM SCROLLING TO STAYING: THE IMPACT OF SOCIAL MEDIA ADVERTISING FORMATS ON GEN Z BRAND LOYALTY
Keywords:
Gen Z, social media advertising, short-form video, ad formats, engagement, advertising value, brand credibility, brand loyalty, mediation, moderation,,Abstract
The default brand for social media generation Z has become a touchpoint, yet evidence is mixed
on which advertising format (eg, short-form videos, stories, Hindola, static posts) manufacture
sustainable loyalty instead of fleeting engagement. This study develops and validate a model,
which connects the AD format to General Z brand loyalty, which accumulates for negative
effects from perceived infiltration, through alleged ED value (entertainment, informability),
flow/immersion and advertising reliability. We also test the moderation by personalization fit,
platform interaction and advertising frequency. Using a cross-sectional survey of Jean Z
Consumers (N of 400-500), we analyze data through bootstraped arbitrations and moderation
with credibility check, confirmation factor analysis (CFA), and structural equation modeling
(SEM). Results are expected to show short-form videos and interactive formats get high
entertainment and immersion, which increase attudinal and practical loyalty; However, the
profit decreases when the infiltration or frequency is high, and when privatization and platform
interactions are high then it is strong. We discuss the implications for creative strategy, media
plans and brand stewardships on younger platforms.
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