Algorithmic Content Curation and Impulsive Purchase Intention: How TikTok and Instagram Reels Reshape the Online Shopping Experience

Abstract

Social media platforms such as TikTok and Instagram Reels rely on algorithmic content curation (ACC) to personalise user feeds, creating new opportunities and challenges for marketers. This thesis examines how ACC influences impulsive purchase intention, considering two related factors: daily screen time and the relative effect of influencer versus brand-generated content. Grounded in consumer behaviour and digital marketing theory, a quantitative, cross-sectional survey was distributed online, getting 78 valid responses from active users aged 18 and above. The questionnaire measured ACC exposure, impulsive purchase intention, post-purchase emotions, screen time, and purchase motivators. Reliability testing confirmed acceptable to good internal consistency for most scales, with refinements applied where necessary. The analysis showed statistically significant relationships at the 95% confidence level (p < 0.05). Findings highlight ACC as a key driver of impulsive online shopping, while also challenging assumptions about screen time and the influence of influencers. The results also reaffirm the enduring importance of brand presence in algorithmically curated environment