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

dc.contributor.author	Wickens, Nicole
dc.date.accessioned	2025-01-08T09:59:14Z
dc.date.issued	2023
dc.description.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.
dc.identifier.uri	https://iiespace.iie.ac.za/handle/123456789/936
dc.language.iso	en
dc.publisher	The IIE
dc.subject	Gen Z
dc.subject	TikTok
dc.subject	Social media
dc.subject	Search engine
dc.subject	Brand information
dc.subject	User-generated media (UGM)
dc.subject	U&G theory
dc.title	Social Media as a Search Engine: the Use of TikTok by Gen Z to Search for Brand Information
dc.type	Thesis

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Name:: [ST10166097] Nicole Wickens - Summative Research Report - Social Media as a Search Engine-signed_Redacted.pdf
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