The Impact of Grocery Stores' TikTok Marketing on Customer's Purchasing Behaviour
Koenkytö, Josefina (2025)
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Lataukset:
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051913128
https://urn.fi/URN:NBN:fi:amk-2025051913128
Tiivistelmä
This thesis explores the influence of TikTok marketing on consumer purchasing behaviour, with a specific focus on the grocery retail sector. As social media platforms continue to shape digital communications and commerce, TikTok has emerged as a particularly impactful channel for brands aiming to engage modern consumers. The primary research problem addressed in this study is how grocery stores utilise TikTok marketing – especially global trend driven content – to influence purchasing decisions and build stronger customer relationships.
Through the analysis of marketing content, consumer responses, and digital behaviour patterns, this research highlights the strategic potential of TikTok in grocery retail marketing. The findings demonstrate that trend-driven marketing on TikTok offers a powerful way to connect with younger, digitally native consumers, who are increasingly shaping retail demand. Finnish grocery stores that successfully adapt and localise these global trends are enhancing their visibility as well as fostering cultural relevance and long-term customer loyalty.
Ultimately, this study underscores the evolving role of social media in retail marketing and points to the growing importance of platforms such as TikTok in driving product discovery, shaping consumer perceptions, and influencing behaviour in the digital age.
Through the analysis of marketing content, consumer responses, and digital behaviour patterns, this research highlights the strategic potential of TikTok in grocery retail marketing. The findings demonstrate that trend-driven marketing on TikTok offers a powerful way to connect with younger, digitally native consumers, who are increasingly shaping retail demand. Finnish grocery stores that successfully adapt and localise these global trends are enhancing their visibility as well as fostering cultural relevance and long-term customer loyalty.
Ultimately, this study underscores the evolving role of social media in retail marketing and points to the growing importance of platforms such as TikTok in driving product discovery, shaping consumer perceptions, and influencing behaviour in the digital age.