TikTok y Twitch: new media and formulas to impact the Generation Z

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Published: 01-01-2022
Accepted: 04-11-2021
DOI: https://doi.org/10.7195/ri14.v20i1.1770
Keywords:
Generation Z, TikTok, Twitch, Commercial Communication, Sponsorships, Advertising
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Ainhoa García Rivero
(ES)
Complutense University of Madrid image/svg+xml
https://orcid.org/0000-0003-4879-9950 (unauthenticated)
Eva Citlali Martínez Estrella
(ES)
Universidad Complutense de Madrid (UCM)
https://orcid.org/0000-0001-6599-1050 (unauthenticated)
Gema Bonales Daimiel
(ES)
Universidad Complutense de Madrid (UCM)
https://orcid.org/0000-0003-2085-2203 (unauthenticated)

Abstract

The loss of interest of young people in traditional media and their replacement by video-on-demand platforms and social networks has led TikTok and Twitch to become the main sources of information and entertainment for them, demanding an evolution in the content of brands (IAB, 2021).


The aim of this research is to know the perception that Generation Z in Spain has about the commercial communication of brands with higher presence in TikTok and Twitch, as well as to establish their level of recognition. It also determines the usability of these networks and which communicative actions are the most accepted by this age segment.


For this purpose, a mixed technique was used, based mainly on a focus group of eight young people, five interviews with experts and a survey (n=420). The main conclusion is that the advertising industry is lacking in transforming its communication strategies aimed at Generation Z. Also, young people remember more brands that appear as sponsors in Twitch events; moreover, brands are better valued on Twitch than on TikTok. Regarding usability, these platforms no longer only provide entertainment, but have become tools for studying and socializing.

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Article Details

Issue

Vol. 20 No. 1 (2022): Children, Youth and Devices: New Communication Phenomena and New Product Creators

Section

Monograph

Author Biographies

Ainhoa García Rivero, Complutense University of Madrid

PhD student in the Audiovisual Communication, Advertising and Public Relations program at the Complutense University of Madrid and Media Planner at Atresmedia Publicidad. Graduated in Advertising and Public Relations (UCM) and specialized in corporate communication and communication research with a Master's Degree in Organizational Communication from the same university. Awarded with the first prize in the II ATIC Awards for the best Master's Thesis in Communication Research 2019/2020. Her main line of research lies in children and youth communication, especially in social networks.

Eva Citlali Martínez Estrella, Universidad Complutense de Madrid (UCM)

Expert in communication and education professional. PhD student in the Audiovisual Communication, Advertising and Public Relations program (UCM). Master's Degree in Organizational Communication (UCM) and Bachelor's Degree in Communication and Digital Media from Tecnológico de Monterrey. With more than 5 years of experience in corporate communication, with a trajectory as responsible for the planning and execution of communication and advertising campaigns. She specializes in sustainable development and digital communication.

Gema Bonales Daimiel, Universidad Complutense de Madrid (UCM)

Assistant Professor at the Department of Applied Communication Sciences, Universidad Complutense de Madrid.  Gema holds a PhD Cum laude in Audiovisual Communication, Advertising and Public Relations from the Complutense University of Madrid. Master in Advertising Creativity by Zink! Project and Master's Degree in Commercial Management from ESIC and in Marketing Management from the URJC. Marketing and Communication professional, specialized in the Online area. She has worked in Advertising Agencies -Contrapunto and Publicis Dialog-, in Media -COPE and TVE-, and in recent years as Head of Marketing and Communication always dealing with strategic and Digital Marketing.

How to Cite

García Rivero, A., Martínez Estrella, E. C., & Bonales Daimiel, G. (2022). TikTok y Twitch: new media and formulas to impact the Generation Z. Journal ICONO 14, 20(1). https://doi.org/10.7195/ri14.v20i1.1770

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