Social Media as a Search Engine: the Use of TikTok by Gen Z to Search for Brand Information

Abstract

Abstract Video-based apps like TikTok are gaining traction among Gen Z, surpassing Google in relevance due to their preference for quick, consumable information. This study proposes to evaluate the functionality of social media platforms as search engines for Gen Z, considering their unique behaviours and preferences. Functionality is crucial in determining the effectiveness of social media platforms like TikTok in serving as search engines for this generation. Gen Z often relies on user-generated media (UGM) and Uses and Gratification (U&G) theory, which emphasises the gratification derived from media interaction, to access and consume brand information. TikTok's advantages over traditional search engines, such as authenticity, creativity, personalisation, community, and entertainment, make it an appealing platform for Gen Z's brand information needs.