Generation Z Consumer Behavior in Responding to Influencer Marketing on the TikTok Platform: A Systematic Literature Review with Focus on Urban Jakarta

Abstract

This study employs a Systematic Literature Review (SLR) following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines to synthesize existing empirical evidence on Generation Z (Gen Z) consumer behavior in relation to influencer marketing on the TikTok platform, drawing on a global corpus of 42 empirical studies across 17 countries, with particular attention to findings applicable to the urban Jakarta context. A systematic search of five academic databases (Scopus, Web of Science, Google Scholar, EBSCO, and ProQuest) using predefined search strings yielded 1,247 records after deduplication. Following structured screening against eligibility criteria consisting of peer-reviewed empirical studies published between 2018 and 2024, addressing Gen Z consumer behavior in relation to influencer marketing and short-form video platforms, a final corpus of 42 studies was included in the synthesis. Data extraction and thematic synthesis identified four principal themes: (1) perceived authenticity of influencer content, (2) the role of parasocial relationships in shaping purchase intent, (3) algorithmic curation, information overload, and selective attention, and (4) the interplay between social identity and brand alignment. Synthesized findings indicate that Gen Z consumers engage with influencer marketing not as passive recipients but as active, critical evaluators. The review contributes a methodologically rigorous, PRISMA-compliant synthesis to the expanding literature on digital consumer behavior, offering contextually grounded insights seldom captured through standalone quantitative instruments. Practical implications are offered for marketers and brand strategists seeking to engage this demographically significant cohort through authentic and culturally resonant influencer collaborations on short-form video platforms.