Impact of TikTok Social Media Marketing on Generation Z's Choice of Fitness Centers in Jordan

Abstract

The primary purpose of this study is to understand the influence of TikTok as social media marketing on the choice of fitness centers from the perspective of customers of Generation Z in the Jordanian context by using the model of social media marketing on the TikTok platform. A survey was carried out among 300 users from generation Z groups of the Tiktok application. The data were gathered between October 10 and November 12, 2022. Google Forms was used to send the questionnaires to the selected sample. The data were analyzed using various statistical techniques such as Cronbach’s alpha for testing the reliability of the data, average variance extracted (AVE) to ensure convergent validity, skewness, and kurtosis to check the normality of the data, and multiple regression using SPSS version 25 for examining the hypotheses. The results showed that fitness centers’ choice in Jordan were positively influenced by entertainment, engagement, trendiness, personalization, and electronic word of mouth. One of the study's limitations was the use of a sample of only 300 respondents. Therefore, future studies may use a larger sample size to improve the reliability and validity of the results. Additionally, this investigation was conducted in the southern part of Jordan. However, further research may be undertaken in Jordan's other areas as well as in other developing countries. Moreover, this study focused on the influence of TikTok social media marketing in particular. Thus, further study might be conducted to better understand the influence of other social media platforms on the customers’ choice of fitness centers, such as YouTube.