Social Media Impact on Womens’ buying behaviour

Abstract

Social media usage is increasing year on year, for example, in 2015 there were 2.7 billion users. TikTok is the 6th most used social media in the world. We decided to study the TikTok app as our research topic be- cause it is the latest social media to emerge with significant growth especially among the Z generation. The purposes of this research are to gather knowledge from existing studies and a qualitative survey in the form of a questionnaire to explore French generation Z women views and perceptions of TikTok as a social media platform. From these responses, we analysed 6 main themes: the perception of TikTok and brands, as well as influencers, advertising, customer experience and behaviour. We identify top three TikTok results fac- tors influencing consumer behavior: the degree of entertainment, the source of advertisement and the ad- vertising frequency. Future research can be aimed at identifying other factors of personalization on TikTok and their associated impact on consumer attitudes. Another line of research could be the effects of differ- ent types of personalization depending on the advertising format.