The influence of TikTok on consumer behaviour: An analysis of how TikTok influencers affect Generation Z’ consumption in the wellness sector

Authors

Boas, Kaulle Vilas
D’Almeida, Isabella
Alves de Oliveira, Barbara
Mota, Reuel

Issue Date

2024

Degree

BA (Hons) in Marketing

Publisher

Dublin Business School

Rights

Items in eSource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.

Abstract

In this study, the researchers deeply examine the dynamics of social media’s influence on Generation Z’s consumer behaviour. The research question, “To what extent are Generation Z’s purchase behaviour for wellness products influenced by TikTok digital influencers?” aims to measure the degree to which this influence occurs by applying quantitative research methods. Two main objectives guided the research: a) To conduct a comprehensive Literature Review, analysing published work on Gen Z, their consumption of wellness products, and the dynamics of influence on the social media platform TikTok among content creators, consumers and brands, and b) To conduct an online survey, exploring how TikTok influencers and their posts promoting wellness products and brands influence Gen Z consumers’ purchasing behaviour towards wellness products. By applying a descriptive research design and qualitative survey approach with a sample of 131 participants, of which mostly were Gen Z, the researchers confirmed both hypotheses: 1) TikTok influences Gen Z consumers’ purchasing intentions in the wellness niche and 2) TikTok influencers directly influence Gen Z consumers’ purchasing decision process. From the sample population, 85.3% affirm that they have had the intention to purchase wellness products in the past, based on a TikTok influencer’s recommendations. In contrast, 81.5% of participants said they had already purchased a wellness product based on the recommendation of a TikTok influencer.