AEMPS

Research on Gen Z's Reactions to Branding Advertisements on Douyin Through the AIDA Model

Authors

Li Ni * 1 , Zheng Ma 2 , Chen Zhang 3

1 Xi'an Jiaotong Liverpool University

2 Immersion Academy

3 Shuyang High School

Corresponding Author

Li Ni

Keywords

Gen Z, marketing, Douyin short video, AIDA model, consumer behaviour

Abstract

This paper investigates the specific persuasion process of short videos to Gen Z consumers, with the framework of the AIDA model stages-- attention, interest, desire, and action. By conducting three focus groups, our research explores how short videos facilitate the four stages of the AIDA model. These findings reveal that while Douyin advertisements successfully capture the attention of the audience, they fail to sustain the interest stage because of the goal-filtering effect of Gen Z, which reduces further cognitive resource allocation once the content becomes irrelevant. The study points out that Douyin advertisements should balance entertainment with information relevance to promote the desire and action stages. Theoretical and managerial implications are discussed to pursue social media marketing strategies towards Gen Z consumers. The limitations reveal several weaknesses and future potential research pathways.

Citation

Li Ni, Zheng Ma, Chen Zhang. Research on Gen Z's Reactions to Branding Advertisements on Douyin Through the AIDA Model. AEMPS (2026) Vol. 255: 120-130. DOI: 10.54254/2754-1169/2025.BL32287.

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