Journal of Social Media Marketing

ISSN 2669-2015

Impact of TikTok Social Media Marketing on Generation Z's

Choice of Fitness Centers in Jordan

Mohammad Nabeel Ibrahim Almrafee

Assistant Professor of Marketing, Marketing Department, Faculty of Business, University of Mutah,

Karak, Jordan

ARTICLE INFO ABSTRACT

Keywords: The primary purpose of this study is to understand the influence of

TikTok, TikTok as social media marketing on the choice of fitness centers
social media marketing, from the perspective of customers of Generation Z in the Jordanian
customers’ choice, context by using the model of social media marketing on the TikTok
Jordan, fitness centers, platform. A survey was carried out among 300 users from generation
generation Z 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.

1. Introduction
Currently, the rapid development of information technology, followed by the development of
social media platforms and applications from time to time, enables people to access any
application more easily and efficiently using the internet network everywhere and anytime
(Pieter et al., 2021). However, customers utilize social media to exchange text, image, sound,
and video content with other users as well as with business companies (Kotler and Keller,
2016). As a result, social media empowers customers to spread positive word-of-mouth about
______________________________
*
Corresponding author E-mail address: marafi1984@[Link]

Cite this article as:

Almrafee, M. N. I. (2022). Impact of TikTok Social Media Marketing on Generation Z's Choice of Fitness Centers in Jordan. Journal of
Social Media Marketing, 1(2): 19-37. [Link]
© The Author(s). 2022 Open Access. This article is distributed under the terms of the Creative Commons Attribution 4.0 International License,
which permits unrestricted use, distribution, and redistribution in any medium, provided that the original author(s) and source are credited.
 Journal of Social Media Marketing, 1(2): 19-37, 2022

different types of products (Kapoor et al. 2018). Concurrent with the evolution of several
platforms of social media, online short video consumption has been expanding fast
internationally and having an unparalleled influence on customers' daily lives, impacting the
way customers communicate and share information (Song et al., 2021). Globally, TikTok is
one of the most widely used social media platforms for short videos (Song et al., 2021). In
contrast to other social media platforms, TikTok gained popularity because it allowed users to
quickly create and share short videos that could include music, animation, and visual effects
(Daryus et al., 2022).
Scholars argue that TikTok is globally available in more than 150 countries and 39 languages
(Pieter et al., 2021). Thus, experts in social media marketing consider TikTik to be an
effective tool for customers to access information about different products and services
worldwide (Song et al., 2022). So, customers will be more interested in TikTok content
(Permana & Pratama,2022). Marketers can benefit from TikTok in a variety of ways. First, as
previously stated, because TikTok is the most popular short video application in the world,
marketers have a great opportunity to reach a diverse range of customers. Second, it can help
marketers drive a high volume of traffic to their products (Sharabati et al., 2022). Hence,
marketers may adopt the TikTok platform to influence customers' purchase behavior toward a
variety of products (Akbari et al., 2022).
With respect to the fitness industry, recently, the popularity and demand for fitness centers
have expanded rapidly worldwide, however, fitness centers have exploited this, and over
201,000 fitness centers are operating (Ong et al., 2022). As a result, fitness centers have
become a trend for millions of customers, rapidly growing the size of industry (Ong et al.,
2022). Therefore, marketers of fitness centers may employ various forms of social media to
target customers for such centers and benefit from services provided by fitness centers (Singh
and Sharma, 2022). Bedside, social media content is crucial to the success of a marketing
plan for fitness centers worldwide (Miryam and Antonio, 2022). Moreover, Mishra et al.
(2021) stated that users of different fitness centers use social media to share their daily
activities with others. Consequently, this study was carried out to better understand the
impact of TikTok as a social media platform on Gen Z customers’ choice of fitness centers in
the Jordanian context. Based on the aforementioned, the existing study aims to achieve the
following main objective:
• To investigate the influence of TikTok social media marketing on the Gen Z choice of
fitness centers in Jordan.
Based on this objective, this study tries to answer the following research question:
RQ: What is the influence of TikTol social media marketing on Gen Z choice of fitness
centers in Jordan?

2. Literature review
Literature indicates that companies can achieve their marketing objectives through digital and
social media marketing at a relatively low cost (Pieter et al., 2021). In addition, the usage of
digital and social media technologies and applications for promoting various products and
services is also very common (Pieter et al., 2021). Recently, TikTok was adopted as a way to
contact and influence customers’ purchasing behavior toward several brands (Fortuna, 2022).
The influence of social media platforms such as Facebook, Instagram, Snapchat, Twitter, and
Messenger on customers’ buying behavior has been widely examined (Sharabati et al., 2022).
In the literature on social media, the study of TikTok has received little attention in
comparison with other social media platforms (Kong et al., 2021; Song et al., 2022). Besides,

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in the context of fitness centers, evidently, according to Rosete (2022), no study has been
undertaken to investigate the customers’ purchase behavior towards the industry.
Additionally, scholars argued that few studies have been carried out to understand the
influence of TikTok as a social media platform on Generation Z’s behavior (Fan, 2022).
Therefore, it is necessary for marketing practitioners in business firms to employ and exploit
short video applications such as TikTok to impact individuals’ behavior toward buying
various forms of products (Haenlein et al., 2020). Accordingly, the current study was carried
out to better understand the potential influence of TikTok as a social media marketing tool on
the choice of fitness centers in Jordan.

2.1 TikTok platform

TikTok is an application that displays short videos that have been developed by each content
provider to be interesting (Rahayu et al., 2022). The ByteDance Company in China created
this application for the first time in 2018 (Indrayani and Maharani, 2022). Further, nowadays,
TikTok is considered to be a new form of social networking platform (Fan, 2022). In
addition, the TikTok app has many advantages. First, it has been developed as a new platform
for people to provide a new way of entertaining people in a fast-moving society to express
themselves and their opinions (Yang, 2022). Second, socially, TikTok facilitates the
reduction of loneliness through the users’ everyday social connections and social interactions
(Sharabati et al., 2022). Because of TikTok’s visuals, TikTokers can present their products
and services engagingly and entertainingly (Barta, 2023). Hence, for marketing research, the
reach of TikTok’s users is an interesting task (Fan, 2022). However, marketers may employ
and utilize TikTok to enhance their sales and profitability via marketing campaigns on this
app (Gesmundo et al., 2022).

2.2 TikTok and Generation Z

It was confirmed that Generation Z is the generation born between 1995 and 2010
(Reinikainen et al., 2020). So, the age of individuals in this generation is now between 12 and
25 years old. Further, literature has shown that Generation Z is the generation that has grown
up on the internet (Rozhkova et al., 2016). Therefore, they utilize social media as inspiration
(Lina et al., 2022). Moreover, the TikTok platform is particularly popular among young
people and teenagers worldwide (Barta et al., 2023). In addition, scholars argue that the
percentage of Generation Z customers is approximately 41% of the whole market (Djafarova
and Foots, 2022). Besides, it has been asserted that impulsive buying behavior is common
among Generation Z (Lina et al., 2022). As a result, the purchasing power of Generation Z is
five or six times that of generations before them (Djafarova and Foots, 2022); hence, they
were considered an important group to be targeted by the companies (Conlin and Bauer,
2022). Moreover, marketing scholars stated that Generation Z customers are deemed to be
more persuasive while making purchases (Lina et al., 2022). Accordingly, for marketers,
Generation Z presents a significant opportunity (Djafarova and Foots, 2022). As a result, the
current study was conducted to better understand the influence of the TikTok platform on
Generation Z customers' decisions to choose and pay for fitness centers in Jordan.

2.3 Fitness centers and Generation Z

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Currently, the fitness industry is a rapidly growing business worldwide (Wang and Chiu,
2022). Fitness centers provide a variety of services for their customers, such as class
exercises, weight training, cardio areas, and stretching areas (Wang and Chiu, 2022). Thus,
fitness centers are deemed to be a service-intensive business (Freitas and Lacerda, 2019).
Hence, based on marketing science, the fitness industry needs to be dealt with as a provider
of services. Besides, scholars argued that Generation Z massively visits and uses the services
of fitness centers more than other groups (Ong et al., 2021). Moreover, globally, it is evident
that the fitness industry contributes to achieving revenues of approximately US$81 billion
(Olya et al., 2020). Therefore, this industry has been deemed an opportunity for investment
and satisfying customer satisfaction. Correspondingly, the current study was undertaken.

2.4 TikTok and purchase behavior

Empirically, much work has been carried out to examine the influence of social media
platforms on customers’ choices of different forms of products and services (Adam and Ali,
2022). Particularly in terms of TikTok, several studies have been carried out to better
understand the influence of TikTok on customers’ purchase behavior. For instance, a recent
study conducted by Xiao et al. (2023) examined the factors that affect customers’
engagement behavior with products through short video advertising. They reported that four
essential features of short videos impacted the customers’ engagement behavior toward
products. These factors are performance expectancy, entertainment, tie strength, and sales
approach. Also, a study by Barta et al. (2023) investigated how influencers' characteristics
such as originality, quality, quantity, and humor affect customers' (followers') hedonic
experiences and how these affect their intention to buy products. The results revealed that
TikTokers’ characteristics positively affect customers' (followers') willingness to follow and
engage in social media.
A study by Darmatama and Erdiansyah (2022) that examined the influence of advertising in
Tiktok social media on customers’ decisions to buy beauty products in Indonesia They found
that advertising on TikTok influenced customers’ decisions to purchase beauty products.
Another study by Fortuna (2022) conducted a study to better understand the impact of
TikTok social media marketing on customers’ buying behavior. According to the findings,
TikTok's ability as a social media marketing tool against purchasing decisions was 73,3%.
Hence, TikTok is considered an effective way to enhance customers’ buying decisions for
various products in Indonesia.
A study conducted in the Philippines by Gesmundo et al. (2022) confirmed that TikTok
positively influenced customers' brand awareness, which led to increased brand purchases.
Also, they suggested that TikTok can be employed as a marketing tool to encourage
customers to purchase various brands. On the other hand, Martini et al. (2022) carried out a
study to understand the potential influence of TikTok as a promotional tool on customers’
buying decisions. They discovered that more information published on TikTok social media
increased the likelihood of purchasing decisions; however, they discovered that TikTok is
necessary as a social media platform to influence purchasing decisions for products. Another
study by Ngo et al. (2022) undertook a quantitative study to investigate the impact of
advertising through the TikTok platform on Generation Z’s buying intention in Vietnam.
Their study confirmed that factors such as information, entertainment, trust, and social
interaction positively impacted Generation Z’s online buying intention using the TikTok
application. Besides, Darmatama and Erdiansyah (2021) undertook a study to examine the
effect of advertising on Tiktok social media and the image of beauty products on customers’
purchasing decisions. The findings demonstrated that social media advertising on TikTok and

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the perception of beauty products collectively had a considerable impact on customer

purchasing decisions. Moreover, Changan et al. (2021) concluded that perceived media
richness is the most influential factor for Thai customers while shopping online through the
TikTok platform.
In the same way, Cantawee et al. (2021) carried out a study in the Chonburi province of
Thailand. They focused on how the influencers may affect customers’ purchase intentions
through VDO advertising on TikTok social media. Their study’s findings showed that when
consumers engaged with or participated in the advertising content offered in the TikTok
online social media, macro influencers, specifically the VDO advertising, which had a large
number of followers, had the most impact on customers' purchase intentions. Another
qualitative study has been done by Pieter et al. (2021) to explore the effectiveness of TikTok
as a tool for the promotion of different forms of products in Indonesia. They revealed that
TikTok was deemed an effective method to promote various products such as skincare, food,
and electronic products. Thus, TikTok is highly recommended as a social media platform to
be used in such products.
According to Rimadias et al. (2021), customers’ engagement with products is highly involved
in TikTok’s dimensions, namely, interaction, electronic word of mouth, and entertainment.
They highlighted the importance of the interaction between customers on TikTok on their
purchases of products. In addition, they stated that the entertainment factor is crucial to
increasing the purchase intention of customers through the TikTok application. As they
indicated, TikTok is widely used in Indonesia, and people adopt such platforms for shopping
purposes. Changan et al. (2021), on the other hand, identified the key factors influencing
customers' purchasing intentions via the TikTok platform. In short, the literature
demonstrated that TikTok is considered a powerful source of information by many customers
worldwide, which leads to enhanced customers’ purchasing decisions over time.

2.5 Dimensions of TikTok social media and the hypotheses

Marketing literature reported that social media marketing consists of several components
such as entertainment, trendiness, interaction, customization, and electronic word of mouth
(EWOM) (Rimadias et al. 2021). Consequently, the existing study utilized this model. Based
on the model of social media marketing, the following factors were adopted, and more details
are demonstrated below:

2.5.1. Entertainment
TikTok is deemed an entertaining application (Erizal, 2021). Further, because TikTok is a
source of entertainment for most users, it enables customers to obtain information about
different items while watching videos through such applications (Pieter et al., 2021). In
addition, if youths can have entertainment and recreation time by using Tik Tok, they will be
more willing to utilize Tik Tok and follow Tik Tokers to obtain the latest news on offerings,
which contributes to increasing the possibility of buying products or services via such
applications (Meng & Leung, 2021). Entertainment can be defined as the ability to advertise
to fulfill the viewer's desire for entertainment, emotional release, and aesthetic pleasure
(Rimadias et al., 2021). Scholars argue that TikTok is more entertaining than other social
media platforms such as Facebook and Twitter; however, TikTokers can present their
products and services to young customers engagingly and entertainingly (Barta et al., 2023).
Moreover, it is noticeable that the entertainment advantage of TikTok can be employed as a
method for marketing purposes to promote products (Gesmundo et al., 2022; Ngo et al.,
2022). This can be done by creating more entertaining online advertising via TikTok, which

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in return would influence customers’ purchase behavior (Ngo et al., 2022). With regards to
generation Z and TikTok, Sharabati et al. (2022) stated that generation Z (teens and students)
look at TikTok predominantly as a source of pastime. Besides, prior studies revealed that
entertainment can be employed as a source of motivation for certain behaviors by many
individuals (Sharabati et al., 2022). Thus, purchasing is one of the human behaviors (Kotler et
al., 2016). Correspondingly, entertainment can be utilized through the TikTok platform as a
motive to influence young people’s attitudes and their purchase behavior of various products
(Sharabati et al., 2022). As a result, in this study, entertainment was employed as one of the
independent variables, and the first hypothesis was postulated as follows:
H1: Entertainment in TikTok has a significant positive influence on customers’ choice of
fitness centers.

2.5.2. Trendiness
The term "trendiness" refers to how a social media platform provides the latest news and
information on several products or services (Rimadias et al., 2021). Customers may be
motivated to seek out trending information about various brands on social media platforms,
which will inspire them to keep up with brand development by learning about and seeking
out relevant trends (Rimadias et al., 2021). Further, trendy information can assist customers
in attracting attention, evoking positive customer feelings, and driving loyalty intentions
toward products or services (Liu et al., 2021). Besides, the trendiness factor is affected by the
age and generation of customers; however, the literature showed that young customers will be
more into trends and will also be affected by trends and new fashion as well (Sharabati et al.,
2022). Therefore, the following hypothesis is developed:
H2: Trendiness in TikTok has a significant positive influence on customers’ choice of fitness
centers.

2.5.3. Interaction
Social media is one of the media that enables individuals to interact with each other easily
and efficiently (Erizal, 2021). This interaction facilitates the purchase intentions of customers
toward different brands through social media (Changhan et al., 2021; Pieter et al., 2021).
Interaction is defined as the opportunity that is provided by social media platforms that
enable people to exchange and get information in both directions (Rimadias et al., 2021). On
the other hand, Ngo et al. (2021) defined social interaction as the level of contact between
TikTokers with various kinds of advertisements. Specifically, social interaction helps to
strengthen the TikTok app, which leads to an increase in the number of users worldwide
(Gesmundo et al., 2022). In terms of Generation Z, studies have shown that social
interactions with videos on the TikTok platform increase the purchase intent of Generation Z
customers (Ngo et al., 2022). Therefore, due to the importance of interaction on TikTok, the
author of this study posited the following hypothesis:
H3: Interaction in TikTok has a significant positive influence on customers’ choice of fitness
centers.

2.5.4. Customization
Customization is a messaging and marketing service that is used to make customers feel
satisfied by making the products or services customizable and easy to get information about,
thereby creating value for customers (Cheung et al., 2020). Customization is identified as one
of the social media activities (Putri et al., 2022). In this context, customization plays a vital
role in customer brand choice (Althuwaini, 2022). Further, according to Zhu and Chen
(2015), in social media, customization has two levels, namely, posts and messages tailored

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for a specific individual or small group of individuals, as well as messages that are directed at
everybody who is interested. In this study, customization was adopted as an independent
variable for one of the social media activities. Therefore, the following hypothesis was
designed:
H4: Customization in TikTok has a significant positive influence on customers’ choice of
fitness centers.

2.5.5. Electronic word of mouth (eWOM)

Electronic word of mouth (eWOM) refers to verbal exchanges between actual or potential
customers and others about products and services; those others include friends, family
members, and marketers, and the communication between the mentioned parties could be
positive or negative (Napawut et al., 2022). Scholars have argued that there is a strong
association between Ewom and the purchase behavior of customers (Miremadi et al., 2021).
In this regard, literature indicates that positive eWOM might come from the users of TikTok
who already have bought and utilized the brands before and who give advice or
recommendations to others to buy and use them (Rimadias et al., 2021). Accordingly, in the
current study, the author provides the fifth hypothesis, which was formulated as follows:
H5: Electronic word of mouth in TikTok has a significant positive influence on customers’
choice of fitness centers.

2.6 Customers’ choice

In the present study, customers’ choice is treated as a dependent variable because it is
representative of the purchase decision of products or services. The product that the study
focuses on is fitness centers. As mentioned previously, fitness centers provide various
services to the visitors, such as class exercises, weight training, a cardio area, and a stretching
area (Wang and Chiu, 2022). Based on the above-mentioned hypothesis, the model of this
study is shown in the following figure: Figure 1 demonstrates the model of the study, which
includes the main independent variables and the dependent ones. The model was adopted
from prior studies.

Entertainment

Trendiness

Customer’ choice of fitness

Interaction services

Customization

eWOM

Figure 1. Conceptual framework

Source: Prior studies

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3. Method

3.1 Research design

This study was conducted using a quantitative approach. Data were collected using an online
survey (questionnaire). Items for the measurement of the variables were selected from
previous studies, and a five-point Likert scale was adopted to measure the selected items,
ranging from 1 (strongly disagree) to 5 (strongly agree). Items of the constructs, namely
entertainment (3 items) and interaction (4 items), were adopted from the study of Cheung et
al. (2020). Trendiness (3 items) and customization (3 items) were measured based on
Wijayaa et al. (2021). Items related to electronic word-of-mouth (WOM) were measured by
three items based on Napawut et al. (2022). The dependent variable, which is brand choice,
was measured using four items adopted from the study of Fernandes and Moreira (2019). In
this regard, Appendix (B) shows the measurement items. Further, the questionnaire contains
questions related to respondents’ demographic characteristics, such as gender, age, family
income, and education. In addition, the author asked some questions about the usage behavior
of TikTok from the sample's perspective. Moreover, data were collected between October 10
and November 12, 2022. Appendix (A) presents the questionnaire used in the study.

3.2 Population and sample

As discussed in the introduction, generation Z is the generation born between 1995 and 2010
(Reinikainen et al., 2020). However, the current study's population consists of TikTok users
who use the TikTok application. To select the right sample, the author targeted four
governmental universities located in the south of Jordan, namely, Mutah University, Al-
Hussain Bin Tala University, Tafila Technical University, and Jordan University (Aqaba
branch). The author selected undergraduate students from different faculties. This group's age
range is 18 to 22 years old; thus, this sample meets the Generation Z criteria. Because the
sample of the study is the users of the TikTok application, the sampling technique combines a
convenience sampling method with a non-probability sampling method. Based on this
method, the author asked the targeted respondents if they use the TikTok platform or not; if
the answer was yes, then the author gives the survey to the respondents using different forms
of contact, such as WhatsApp, Messenger, or any form that is preferred by the sample.
In relation to the sample size, scholars argue that the sample size should be determined based
on the number of variables used in the study (Kline, 2015). He indicated that the authors may
use 20 respondents for each variable used in the model of the study. On the other hand, others
reported that using between 5 and 10 respondents for each item would be adequate for
quantitative research (Hair et al., 2010). Accordingly, the existing study utilized a 300-person
sample size, which is in line with the recommended number for the sample size.

3.3 Data analysis

The data were analyzed mainly using SPSS version 25 to perform the following tests:
• For frequency and percentages for presenting the demographic profile of the sample
(see Table 1),
• Skewness and kurtosis are used to ensure data normality (Kim, 2013; see Table 2).
• Cronbach’s alpha for checking the reliability and internal consistency of the data
(Hair et al., 2010) (see Table 3).
• Average Variance Extracted (AVE) to ensure convergent validity (Hair et al., 2010)
(see Table 3).

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• Multiple regression analysis was used to investigate the causal relationships between
the study's variables (Kokubun, 2022). Please see Table 4.

4. Results

4.1 The sample profile

Table 1 shows the demographic data of the respondents. As presented in the following table,
three hundred (300) respondents completed an online survey (questionnaire). The results
revealed that most respondents were male (57%), and 43% were female. More than half of
the sample (67%) was aged between 18 and 41 years old, and only 33% of the respondents
were aged between 42 and 58 or older. The vast majority (93%) of the respondents earned a
monthly income between 200 JD and 800 JD, whereas only seven percent (7%) earned a
monthly income of more than 800 JD. Moreover, the majority of the respondents were
postgraduate, undergraduate, or diploma-educated (84%), with only 16 percent having
completed secondary education or less.

Table 1.
The demographic profile
Demographics Frequency Percentage
Male 171 57
Gender
Female 129 42
18-25 82 27.4
26-33 54 18
34-41 65 21.7
Age
42-49 38 12.7
50-57 32 10.6
58 or more 29 9.6
200-400 JD 79 26.4
401-600 JD 95 31.6
Income
601-800 JD 105 35
More than 800 JD 21 7
Secondary school OR less 48 16
Diploma 43 14.4
Education
Bachelor 164 54.6
Postgraduate 45 15

4.2 Empirical results

The aforementioned statistical approaches were carried out using SPSS software, as described
in the methodology section. To check that the data are normally distributed, Table 2 shows
the results of both the skewness and kurtosis techniques.

Table 2.
Normal distribution of the data
Variable Item Skewness Kurtosis
(ENT1) The content found on TikTok social media -.131 .018
seems interesting.
Entertainment (ENT2) Social media with TikTok is a lot of fun. -.578 1.601
(ENT3) Collecting information about grocery products -.161 -.662
via social media like TikTok is fun.
(INT1) It is easy to express my opinion via TikTok -.025 -.702
Interaction social media.
(INT2) It is easy to express my opinion with other users -.175 -.141

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(friends) through TikTok social media.

(INT3) I can share information with others (friends() -.124 -.241
users via TikTok social media.
(TR1) The use of TikTok social media is quite -.014 -.218
fashionable.
Trendiness
(TR2) The use of TikTok social media is trendy. -.120 -.214
(TR3) The content on TikTok social media is up to date. -.215 -.741
(CT1) I can browse customized information on TikTok. -.254 -.025
(CT2) TikTok provides customized products. -.154 -.487
Customization
(CT3) I can use TikTok anytime, anywhere interaction -.295 -.425
will come in.
(E-WOM1) Online reviews and comments regarding -.148 -.951
products on influence my choice.
Electronic
(EWOM2) I want to share information about different -.211 .547
Word of Mouth
products from TikTok with my friends.
(EWOM)
(EWOM2) Recommendations regarding products on -.152 .119
TikTok would increase my interest in finding out more.
(BL1) I would recommend brand (grocery) to my -.148 .214
friends.
Brand choice (BL2) I am faithful to brand (grocery). -.451 .112
(BL3) I will not purchase another brand if (brand) is -.124 .518
present in the store.

According to Kim (2013), the acceptable value of skewness should be 2 or lower and the
value of kurtosis should be 7 or lower. Based on the results mentioned in Table 2, all values
of skewness and kurtosis are in line with the recommended level. To check the reliability of
the data, Cronbach’s alpha was done. Table 3 demonstrates the value of this test. Statisticians
consider Cronbach's alpha of.6 or higher to be acceptable (Hair et al., 2010). Table 3 lists the
value of this test. The values of Cronbach’s alpha (α) for the variables ranged between 0.682
and 0.924, which means that all the variables are statistically reliable. Moreover, to ensure the
convergent validity of the data, average variance extraction (AVE) was undertaken (Hair et
al., 2010) (see Table 3), and the value of this test should be 0.50 or greater. To perform the
AVE, the following formula was utilized:

(1)
In addition, Microsoft Excel software was used to compute the AVE. As shown in Table 3,
the value of AVE is acceptable for all variables employed in the model of the study.

Table 3.
Reliability test (Cronbach’s Alpha)
No. Variable Cronbach’s Alpha(α) Convergent validity (AVE)
1 Entertainment 0.682 0.59
2 Interaction 0.714 0.62
3 Trendiness 0.751 0.71
4 Customization 0.882 0.77
5 Electronic word-of- mouth (E-WOM) 0.902 0.82
6 Fitness choice 0.924 0.79

In order to examine the stated hypotheses and understand the causal effect of independent and
dependent variables, a multiple regression analysis was performed using SPSS version 25.
The results are presented in Table 5 below:

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Table 4.
Regression analysis
Multiple Regression Analysis
Model Unstandardized Standardized (t) value Sig.
Coefficients Coefficients
Β Std. Error Beta
1 (Constant)
Entertainment .118 .017 .106 6.548 .000
Interaction .289 .011 .229 7.632 .000
Trendiness .054 .033 .018 1.468 .157
Customization .218 .052 .194 4.728 .000
Electronic word-of- .044 .014 .218 5.145 .000
mouth (E-WOM)
a. Dependent Variable: Fitness centers choice

The first hypothesis examines the influence of the entertainment construct on the brand
loyalty of grocery products. As presented in Table 5, The outcomes shown in the above table
revealed that the Entertainment construct significantly influenced consumers’ brand loyalty
toward grocery items (the p-value was significant at <0.001 level ***). In addition, the path
coefficient (β) was 0.118 with a critical ratio (t-value) of 6.548. So, an increase in one unit of
the entertainment construct would lead to an increase in brand loyalty of 0.118. Hence, this
hypothesis was accepted.
The second hypothesis was used to examine the influence of the interaction construct on the
brand loyalty of grocery products. As presented in Table 5, The results presented in the above
table reported that the interaction construct significantly influenced consumers’ brand loyalty
toward the grocery items (the p-value was significant at <0.001 level ***). Furthermore, the
path coefficient was.289, and the critical ratio (t-value) was 7.632. As a result, an increase in
one unit of the interaction construct would result in a 0.289 percent increase in brand loyalty.
Thus, this hypothesis was accepted.
To examine the influence of the trendiness construct on the brand loyalty of grocery products,
a third hypothesis was formulated. As shown in Table 5, the results confirmed that the
trendiness construct did not have a significant influence on the consumers' brand loyalty. As
illustrated, the p value was not significant. The value was 0.157, which was greater than the
significance levels at ***p<0.001; **p <0.01; or *p <0.05. Thus, this hypothesis was
rejected.
With regards to the fourth hypothesis, it was destined to understand the influence of the
customization construct on the brand loyalty of grocery items. It was confirmed that
customization significantly influenced consumers' brand loyalty toward the grocery items in
Jordan. As presented in Table 5, (p value was significant at <0.001 level (***). The critical
ratio (t-value) was 4.728, and the path coefficient was.218. As a result, an increase in one unit
of the customization construct would result in a 218 percent increase in brand loyalty. Thus,
this hypothesis was accepted. The final hypothesis was suggested to show the influence of the
electronic word-of-mouth (E-WOM) construct on the brand loyalty of the grocery items. The
results of multiple regression illustrated that this construct significantly influenced the brand
loyalty of the grocery items. The p value was found to be significant at the 0.001 level. The
path coefficient was.044, and the critical ratio (t-value) was 5.145. As a result, an increase in
one unit of the customization construct would result in a.044 increase in brand loyalty. Thus,
this hypothesis was accepted.

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5. Discussion
The principal objective of the existing study is to examine the influence of TikTok as a social
media platform on the customers’ choice of fitness centers in Jordan. This study contributes
to the body of knowledge on social media marketing in the following ways: First, to the best
of the author’s knowledge, this is the first study that examines the influence of TikTok
specifically on the customers’ decisions. Second, the author argues that few studies have been
conducted in the area of customers’ behavior in fitness centers in Jordan; thus, this study was
carried out to understand customers’ behavior in the context of fitness centers. Accordingly,
this study was undertaken. The results of this study confirmed that entertainment construct
has a positive and significant influence on the Jordanians’ choice of fitness centers. This
finding is in line with the study by Xiao et al. (2023), who examined the effect of TikTon on
the individuals’ purchasing behavior. They discovered that entertainment was one of the most
influential factors in TikTok purchase behavior. Similarly, Ngo et al. (2022) argued that
entertainment on the TikTok platform was one of the main motives that affected Gen Z's
purchase intention.
The findings of this paper also asserted that the interaction construct positively influenced
customers’ choices of fitness centers in the Jordanian context. This result is consistent with
the study of Rimadias et al. (2021), who reported that interaction via TikTok has a positive
and significant influence on customers’ product engagement. In the same way, Ngo et al.
(2022) highlighted the importance and the influential power of social interaction on Gen Z
purchase behavior through the TikTok platform. Thus, the findings of this study are in line
with the prior studies. In relation to trendiness, despite the importance of trendiness and its
influence on customers’ purchases through social media in general and TikTok in particular,
surprisingly, in this study, trendiness was found to have no influence on the customers’
choice of fitness center through the TikTok platform. However, this result is in line with past
studies. For example, Rimadias et al. (2021) discovered that trendiness in TikTok has no
effect on customers' brand engagement in the context of Indonesia's tourism sector. The
current study also discovered that customization was one of the predictors of Generation Z's
preference for fitness centers. This result is consistent with many studies. For example,
Kumaradevan (2022) noticed that customization was determined to be an important factor
affecting Sri Lankans’ purchase intentions. Similarly, in their study, Gupta and Syed (2022)
discovered the influence of the activities of social media marketing on the customers’
intention to buy green products. They confirmed that customization is one of the motives that
drive customers to buy green products through social media. Hence, this result is consistent
with the previous research.
In this study, electronic word of mouth (eWOM) was identified as an influential determinant
of the customers’ choice of fitness centers in Jordan. In this context, literature has reported
that eWOM significantly influences the purchase behavior of customers for different products
and services. In a study conducted by Rimadias et al. (2021), it was stated that "eWOM"
positively influences customers’ engagement with tourist places in Indonesia. In addition, in
Egypt, El-Baz et al. (2022) investigated the influence of eWOM on the Egyptian customers’
purchase intentions and demonstrated that eWOM is one of the crucial antecedents that affect
customers' decisions to buy products. Thus, the findings of the present study are consistent
with previous work in the area of social media marketing.

6. Conclusion
This study has been undertaken to better understand the potential influence of TikTok social
media marketing (entertainment, interaction, trendiness, customization, and electronic word-

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of-mouth, or e-WOM) on customers’ choice of fitness centers in Jordan. This study employed
a quantitative research approach to accomplish the objective of the study and answer the
study question. The author investigated Generation Z as a study sample. Thus, undergraduate
students were selected from the public universities working in the south of Jordan. The
study's findings revealed that entertainment, interaction, customization, and electronic word-
of-mouth influenced customers' choices of fitness centers, whereas trendiness had no
significant influence. Moreover, the current stay provided several contributions as well as
limitations and directions for future research.

7. Contribution of the study

This study has provided a number of contributions to the body of knowledge as well as to
practice. First, due to the lack of studies conducted in Jordan to examine the influence of
TikTok as one of the social media marketing platforms on customers’ choices of fitness
centers, the current study was conducted and has addressed the gaps identified in the
literature by stating the potential influence of several factors, namely, entertainment,
interaction, trendiness, customization, and electronic word-of-mouth (E-WOM) on
customers’ choices of fitness centers in the Jordanian context. Second, the results of the
existing study may be useful for future studies. Third, the results of the current study could
help practitioners in the fitness industry, such as sport marketers, fitness center owners, and
others, by identifying the influence of key factors related to TikTok social media marketing
that motivate Jordanians to choose such services. They may use the results of this study in the
formulation of marketing policies and the development of social media marketing strategies
to attract more consumers to fitness centers in Jordan.

8. Limitations and future research direction

The existing study has several limitations. First, the studies collected data from the
respondents living in the south of Jordan and used a sample size of 300 respondents. Hence,
studies with larger sample sizes are required to gain a better understanding of the influence of
TikTok social media marketing in Jordan. Second, this study investigated the influence of the
TikTok platform on the choice of fitness centers; future studies might be conducted to
examine other forms of social media, such as Instagram. Third, the current study employed a
quantitative research approach for data gathering and analysis; as a result, future researchers
may carry out qualitative research to gain more insights into how TikTok would influence the
customers' choice of fitness centers. Fourth, the present study focused on the fitness industry
in particular; hence, future work would be suggested to better understand the customer's
purchase behavior towards other services such as health care. Finally, this study examined the
buying behavior of Generation Z; thus, future research is recommended to investigate the
buying behavior of other kinds of generations.

Biographical notes
Mohammad Almrafee holds a Ph.D. in marketing from Southern Queensland University. He
is currently an assistant professor at Mutah University, Karak, Jordan. In addition, he is
currently working as a head of marketing department. Since 2014, he has teaching experience
in the areas of marketing management, communication skills, consumer behavior, social
media marketing, social marketing, and sports marketing.

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Appendix (A)

Measurement of the variables

Variable Item Source
(ENT1) The content found on TikTok social media seems Cheung et al. (2020)
interesting.
Entertainment (ENT2) Great fun using TikTok social media. Cheung et al. (2020)
(ENT3) Colleting information about grocery products via social Cheung et al. (2020)
media TikTok is fun.
(INT1) It is easy to express my opinion via TikTok social media. Cheung et al. (2020)
(INT2) It is easy to express my opinion with other users (friends) Cheung et al. (2020)
Interaction through TikTok social media.
(INT3) I can share information with others (friends) users via Cheung et al. (2020)
TikTok social media.
(TR1) The use of TikTok social media is quite fashionable. Wijayaa et al. (2021)
Trendiness (TR2) The use of TikTok social media is trendy. Wijayaa et al. (2021)
(TR3) The content on TikTok social media is up to date. Wijayaa et al. (2021)
(CT1) I can browse customized information on TikTok. Wijayaa et al. (2021)
(CT2) TikTok provides customized products. Wijayaa et al. (2021)
Customization
(CT3) I can use TikTok anytime, anywhere interaction will come Wijayaa et al. (2021)
in.
(E-WOM1) Online reviews and comments regarding products on Napawut et al. (2022)
influence my choice.
Electronic
(EWOM2) I want to share information about different products Napawut et al. (2022)
Word of Mouth
from TikTok with my friends.
(EWOM)
(EWOM2) Recommendations regarding products on TikTok Napawut et al. (2022)
would increase my interest in finding out more.
(BL1) I would recommend brand (grocery) to my friends. Fernandes and Moreria
(2019)
(BL2) I am faithful to brand (grocery). Fernandes and Moreria
Brand loyalty
(2019)
(BL3) I will not purchase another brand if (brand) is present in Fernandes and Moreria
the store. (2019)

37