A study on TikTok platform on university students' purchasing behaviour
The rise of social media platforms following the pandemic caused a shift in consumer behaviour, particularly among younger demographics. Consumers are shifting from making purchases in physical stores to online stores, including live-streaming and sites like Shopee and Lazada. TikTok is a social m...
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| Format: | Final Year Project / Dissertation / Thesis |
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2024
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| Online Access: | http://eprints.utar.edu.my/6391/ http://eprints.utar.edu.my/6391/1/FYP_BC__Tan_Wei_Leng_20UJB02785.pdf |
| _version_ | 1848886665613934592 |
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| author | Tan, Wei Leng |
| author_facet | Tan, Wei Leng |
| author_sort | Tan, Wei Leng |
| building | UTAR Institutional Repository |
| collection | Online Access |
| description | The rise of social media platforms following the pandemic caused a shift in consumer behaviour, particularly among younger demographics. Consumers are shifting from making
purchases in physical stores to online stores, including live-streaming and sites like Shopee and Lazada. TikTok is a social media platform that is widely used among teenagers, it has over 1.677 billion users globally, and out of 1.1 billion are active users in 2023. TikTok allows users
to share short videos and has gained a lot of popularity because of its interesting and diverse user-generated content. Social media users were using TikTok for an average of 55.8 minutes in 2023. Marketers take it as a media to reach their brand and services to users via short videos
and live streaming. Companies follow the trend and leverage the platform to market their products and services in novel ways by using content creators to promote their brands.
Understanding how TikTok influences viewers' purchasing decisions is crucial as long as the platform is able to attract younger audiences. This study aims to examine the impact of user�generated content on buying attention and determine TikTok content elements, such as engagement tactics, influencer endorsements, and product presentations on viewer’s buying behaviour. The descriptive quantitative method is used in this study. Using a purposive sampling technique, the study's sample of 100 respondents was selected based on specific criteria, including those between the ages of 18 and 30 who use TikTok for social media.
Keywords: consumer behaviour, TikTok, purchasing decisions, impact of user-generated content, engagement tactics, influencer endorsements, and product presentations
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| first_indexed | 2025-11-15T19:42:06Z |
| format | Final Year Project / Dissertation / Thesis |
| id | utar-6391 |
| institution | Universiti Tunku Abdul Rahman |
| institution_category | Local University |
| last_indexed | 2025-11-15T19:42:06Z |
| publishDate | 2024 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | utar-63912024-06-16T03:26:19Z A study on TikTok platform on university students' purchasing behaviour Tan, Wei Leng H Social Sciences (General) HN Social history and conditions. Social problems. Social reform The rise of social media platforms following the pandemic caused a shift in consumer behaviour, particularly among younger demographics. Consumers are shifting from making purchases in physical stores to online stores, including live-streaming and sites like Shopee and Lazada. TikTok is a social media platform that is widely used among teenagers, it has over 1.677 billion users globally, and out of 1.1 billion are active users in 2023. TikTok allows users to share short videos and has gained a lot of popularity because of its interesting and diverse user-generated content. Social media users were using TikTok for an average of 55.8 minutes in 2023. Marketers take it as a media to reach their brand and services to users via short videos and live streaming. Companies follow the trend and leverage the platform to market their products and services in novel ways by using content creators to promote their brands. Understanding how TikTok influences viewers' purchasing decisions is crucial as long as the platform is able to attract younger audiences. This study aims to examine the impact of user�generated content on buying attention and determine TikTok content elements, such as engagement tactics, influencer endorsements, and product presentations on viewer’s buying behaviour. The descriptive quantitative method is used in this study. Using a purposive sampling technique, the study's sample of 100 respondents was selected based on specific criteria, including those between the ages of 18 and 30 who use TikTok for social media. Keywords: consumer behaviour, TikTok, purchasing decisions, impact of user-generated content, engagement tactics, influencer endorsements, and product presentations 2024 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6391/1/FYP_BC__Tan_Wei_Leng_20UJB02785.pdf Tan, Wei Leng (2024) A study on TikTok platform on university students' purchasing behaviour. Final Year Project, UTAR. http://eprints.utar.edu.my/6391/ |
| spellingShingle | H Social Sciences (General) HN Social history and conditions. Social problems. Social reform Tan, Wei Leng A study on TikTok platform on university students' purchasing behaviour |
| title | A study on TikTok platform on university students' purchasing behaviour |
| title_full | A study on TikTok platform on university students' purchasing behaviour |
| title_fullStr | A study on TikTok platform on university students' purchasing behaviour |
| title_full_unstemmed | A study on TikTok platform on university students' purchasing behaviour |
| title_short | A study on TikTok platform on university students' purchasing behaviour |
| title_sort | study on tiktok platform on university students' purchasing behaviour |
| topic | H Social Sciences (General) HN Social history and conditions. Social problems. Social reform |
| url | http://eprints.utar.edu.my/6391/ http://eprints.utar.edu.my/6391/1/FYP_BC__Tan_Wei_Leng_20UJB02785.pdf |