The Marketing Power of TikTok Influencers: Understanding Their Impact on Gen Z Consumer Behavior
Maliavina, Veronika (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052013683
https://urn.fi/URN:NBN:fi:amk-2025052013683
Tiivistelmä
This bachelor’s degree thesis investigates the marketing power of TikTok beauty influencers and their impact on Generation Z’s purchasing behavior among users who actively engage with beauty content on the platform. The research aims to provide valuable insights for marketers, beauty brands, and content creators looking to enhance their influencer marketing strategies on social media.
This study consists of a theoretical framework and an empirical part. The theoretical framework explores how TikTok beauty influencers impact Generation Z’s purchasing behavior. It begins with an overview of social media marketing and the role of engagement metrics in capturing consumer attention on TikTok. The study then explores influencer marketing, examining different types of influencers, brand endorsements, and the formation and influence of parasocial relationships. The framework also covers credibility and trust, focusing on authenticity, transparency, and the strategies influencers use to build credible and lasting relationships with their audience. Lastly, the research analyzes Generation Z consumer behavior, investigating their digital habits, content preferences, emotional responses, and motivational factors that influence purchasing decisions.
The empirical research was conducted through a quantitative online survey specifically aimed at Generation Z participants to examine how TikTok beauty influencers affect their purchasing behavior. A total of 52 responses were collected and analyzed, providing insights into how this generation engages with influencer content. The findings demonstrated that TikTok influencers significantly affect Generation Z's buying decisions, especially when they are perceived to be credible and authentic. Authenticity, honest product reviews, and relatable personalities emerged as the most influential factors that drive trust and the decision to follow influencers. Conversely, overly polished, exaggerated, or sponsored content often causes scepticism and reduces viewer engagement. The majority of respondents reported purchasing beauty products based on influencer recommendations, highlighting product demonstration videos and educational content to be most effective and persuasive forms of content.
For future studies, it would be beneficial to possibly study other age groups, to compare TikTok to other social media platforms, and to incorporate qualitative research methods.
This study consists of a theoretical framework and an empirical part. The theoretical framework explores how TikTok beauty influencers impact Generation Z’s purchasing behavior. It begins with an overview of social media marketing and the role of engagement metrics in capturing consumer attention on TikTok. The study then explores influencer marketing, examining different types of influencers, brand endorsements, and the formation and influence of parasocial relationships. The framework also covers credibility and trust, focusing on authenticity, transparency, and the strategies influencers use to build credible and lasting relationships with their audience. Lastly, the research analyzes Generation Z consumer behavior, investigating their digital habits, content preferences, emotional responses, and motivational factors that influence purchasing decisions.
The empirical research was conducted through a quantitative online survey specifically aimed at Generation Z participants to examine how TikTok beauty influencers affect their purchasing behavior. A total of 52 responses were collected and analyzed, providing insights into how this generation engages with influencer content. The findings demonstrated that TikTok influencers significantly affect Generation Z's buying decisions, especially when they are perceived to be credible and authentic. Authenticity, honest product reviews, and relatable personalities emerged as the most influential factors that drive trust and the decision to follow influencers. Conversely, overly polished, exaggerated, or sponsored content often causes scepticism and reduces viewer engagement. The majority of respondents reported purchasing beauty products based on influencer recommendations, highlighting product demonstration videos and educational content to be most effective and persuasive forms of content.
For future studies, it would be beneficial to possibly study other age groups, to compare TikTok to other social media platforms, and to incorporate qualitative research methods.