T. Nguyen

Brainrot content strategies and their impact on generation Z’s brand engagement

This study aims to examine how brainrot content strategies drive Generation Z’s brand engagement and the psychological and social mechanisms behind their virality. A qualitative study analyzes 42 TikTok videos from nine brands and 20,919 electronic word-of-mouth (e-WOM) comments via content and sentiment ana...

Cultural adaptation and identity negotiation in digital nomadism: strategies, hybridization, and global stratification