The Impact of Influencers of Short Video Platforms on the Consumer Behaviour of Generation Z in China

Abstract

This study investigates the impact of influencers in short-form video platforms on the consumer behaviour of Generation Z in China, such as Douyin and Kuaishou. The differences between individual KOLs and MCN influencers are highlighted. As natives of the digital age, Generation Z is uniquely sceptical of traditional advertising and tends to rely on Social media Influencers to guide their purchasing decisions. Using a 6-point Likert scale questionnaire quantitative research methodology, this study evaluates how these influencer types influence consumer trust, brand loyalty, and impulsive buying behaviour. The findings suggest that while MCN’s influencers use resource integration to rapidly increase brand exposure, individual KOLs can cultivate a deeper level of consumer trust. However, the impact of short-form content also raises concerns about overconsumption and impulse purchases driven by emotional appeals and algorithmic recommendations. To mitigate adverse effects, the study recommends interventions such as content censorship mechanisms and consumer education.