Title: INTERACTION TRENDS THROUGH SHORT VIDEOS ON TIKTOK AMONG GEN Z IN VIETNAM – PROPOSING CONTENT IDEAS FOR BUILDING TIKTOK CHANNELS FOR SMALL AND MEDIUM ENTERPRISES
Authors:
PhD. Mai Thi Dung, Huynh Ha Thien My and Bach Minh Khôi
Abstract:
TikTok has become one of the most popular social media platforms, especially among Generation Z. The interaction behavior of Gen Z with short videos on TikTok can be categorized into three main levels: consuming, contributing, and creating. Using desk research and sociological surveys, the article examines the factors influencing short video interaction trends on TikTok, including perceived usefulness, perceived ease of use, content trustworthiness, and personal preferences. Data was collected through a questionnaire distributed to 206 Gen Z respondents. The results show that Gen Z is interested in videos that provide valuable information, values trustworthy content, and has personal opinions and evaluations of the shared content. Gen Z spends a lot of time watching videos on TikTok, with the main level of interaction being viewing videos rather than contributing through likes, shares, comments, or channel subscriptions. Additionally, Gen Z is not involved in professional video creation. Based on this, the study suggests two recommendations for building TikTok channels for small and medium-sized enterprises (SMEs): (1) Improve the quality of short videos, and (2) Encourage viewer interaction.
Keywords: interaction trends, short videos, TikTok, Gen Z, Vietnam.
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