Flow Dimensions of Gen Z Individuals: How Do They Relate to Actual Behaviour in the Tiktok World

In a constant developing digital era, marked by hyperconnectivity and informational abundance, the ability of Gen Z to concentrate and engage seems to be decreasing. However, TikTok, through its algorithms and social rewarding, remains the main favourite platform where individuals can consume and produce digital content. Based on validation, entertainment and its participatory nature, TikTok creates an ideal environment for Gen Z to reach the flow state, by receiving instant feedback, balancing trends and bonuses and interacting with others. This study aims to identify the latent variables that describe the flow state while scrolling on TikTok by Gen Z users and how these dimensions relate with concepts as Online Impulse buying (OIB), Sense of Belonging (SB) and Electronic Word-of-Mouth (EWOM). The methodology implies quantitative research, using a questionnaire which consists of 21 items outlining the multidimensionality of flow state. Data were collected from a number of 2589 Gen Z TikTok users and analysed in SPSS software. The findings show that the identified flow dimensions like perceived control, has a strong correlation with variable online impulse buying, while telepresence and enjoyment have a moderate correlation with other two variables – sense of belonging and electronic word-of-mouth. The results of the study highlight that Gen Zs’ flow on TikTok appears as a multidimensional construct, representing an outcome of perceived control, telepresence and social enjoyment.