Digital Natives and Marketing Communication: How Gen Z Responds to Short‑Form Video Content

Abstract

This study examines how Generation Z, as digital natives, responds to short form video content (e.g. TikTok, Instagram Reels, and YouTube Shorts) in marketing communication. The research investigates behavioral responses, preferences regarding authenticity and trust, and the impact of short‑form content on purchase intentions and brand recall. Utilizing a mixed-methods approach a quantitative survey among Gen Z users and qualitative content analysis of viral short videos, this article identifies key factors that enhance engagement, such as relatability of influencers, perceived authenticity, entertainment value, and the ability of short videos to deliver information quickly. Empirical evidence supports that influencer relatability and trust signals significantly influence purchase intentions among Gen Z in short‑form video marketing contexts. For example, a study in Indonesia found that influencer relatability had the strongest effect on Gen Z’s purchase intention when engaging with short‑form video marketing. In another work, trends on TikTok that are viewed as authentic and trustworthy were shown to have strong impact on buying decisions of Gen Z. Furthermore, this study explores how the algorithmic recommendation system and user engagement patterns affect content reach and retention. Prior research analyzing user engagement with TikTok’s recommendation and video consumption behavior reveals that average attention stability is around 45% even as usage time increases; users tend to favour content from followed creators over those recommended by the platform. The findings suggest that short‑form video marketing is most effective when it emphasizes authenticity, aligns with Gen Z’s values, includes creative storytelling, and avoids overly polished or overtly promotional styles. Implications for marketers include optimizing content strategies for short‑form platforms, emphasizing trust and creator relatability, and mindful use of recommendation systems.