How social media affects the purchasing behaviour of consumers

Abstract

This thesis's goal is to study the impact of social media, particularly TikTok, on consumer purchasing behaviour. Understanding how social media platforms affect customer decisions is essential for businesses and marketers in a world that is becoming more and more digital. With its amusing content and brief videos, TikTok has grown to be a well-known platform that attracts millions of users, making it an interesting research topic. The goal of this study is to look at how the use of TikTok and consumer purchasing behaviour are related. This study intends to identify the methods by which TikTok influences customers' purchasing decisions by examining several factors, including user-generated content, influencer marketing, and product discovery. The data for this study was gathered through a survey and interviews. The research uses a mixed-methods approach that combines qualitative and quantitative analysis. While quantitative approaches use surveys and data analysis to find patterns and trends in user behaviour on the site, qualita- tive methods use in-depth interviews as well as analysis of TikTok videos. The study shows that TikTok is a useful app for product discovery, bringing customers to new products and companies. Influencer marketing plays an important role since consumer decisions are greatly influenced by recommendations and endorsements from influencers. Customers ' trust in a brand is increased via user reviews and product demonstrations, which act as socia proof.