Influence of TikTok on Consumer’s Behavior

Abstract

The emergence of TikTok as a dominant social media platform has revealed the transformative power of algorithm-driven short-form video content in shaping consumer behaviour. Unlike traditional advertising channels, TikTok facilitates rapid dissemination of brand messages through user-generated content, influencer endorsements, and interactive features, which collectively foster brand awareness, purchase intention, and consumer loyalty. The platform’s persuasive capacity derives from its emphasis on creativity, authenticity, and entertainment, allowing consumers to perceive products as both accessible and socially validated. Consequently, purchasing decisions are frequently influenced by viral trends, parasocial relationships with influencers, and the dynamics of online communities. The power of hashtags and participatory challenges further extends consumer exposure, positioning TikTok as a unique environment where marketing messages circulate beyond conventional targeting strategies. Empirical evidence suggests that younger demographics, particularly Generation Z, are especially receptive due to their preference for visually engaging and community-oriented content. However, critical concerns persist regarding oversaturation of promotional material, credibility of influencer recommendations, and the ethical implications of persuasive marketing practices. This study underscores the need to interrogate TikTok’s dual role as a space of social entertainment and as a powerful mechanism of consumer persuasion within the contemporary digital marketplace.