Search behavior of Gen Z on YouTube and TikTok

Erenia GR *, Faustino DM and Morales K.

Faculty of the College of Arts and Sciences, Laguna University, Philippines.
 
Review
International Journal of Science and Research Archive, 2024, 12(01), 1023–1032.
Article DOI: 10.30574/ijsra.2024.12.1.0888
Publication history: 
Received on 18 April 2024 revised on 24 May 2024; accepted on 27 May 2024
 
Abstract: 
This study examines the search behavior of Gen Zs on YouTube and TikTok. It uses Purposive sampling to choose 10 participants who are Gen Zs, individuals ranging from 11-26 years old, residing at Barangay Bagumbayan of Santa Cruz, Laguna. It is only limited to Gen Zs who are young achievers and young professionals, and are using both YouTube and TikTok.  It utilizes Uses and Gratification Theory to explore the search experiences of Gen Zs. The researchers conduct face-to-face semi-structured interviews to gather data, followed by thematic approach with themes derived from the transcripts of the interviews.  It aims to understand the search purposes, predetermined intentions, and shifts in preference among Gen Z users. The findings revealed that informational, navigational, and transactional are the search purposes in utilizing YouTube and TikTok. Gen Zs have different predetermined intentions when maximizing those platforms. These predetermined intentions encompass completeness of information, convenience, engagement, legitimacy, and viewer preference. It was also found that the reasons Gen Zs in shifting their preference in utilizing content from YouTube and TikTok are retention, validity of information, exposure, and valuable, and usefulness.
 
Keywords: 
Search behavior; YouTube; TikTok; Gen Z
 
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Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0