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Keywords: Purchase intent
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Journal Articles
Maria Santos-Corrada, Jose A. Flecha-Ortiz, Evelyn Lopez-Gonzalez, Virgin Dones-Gonzalez, Melissa Cortina-Mercado
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–25.
Published: 24 February 2026
... and empowerment, influence Generation Z users’ engagement with branded content on TikTok. Using the theoretical framework of consumer online brand-related activities (COBRAs) and uses and gratifications (U&G) theory, this study analyzes the impact of interactive features of social networks on purchase intent...
