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Investigating the impact of TikTok on the generation Z buying behavior and

their insight of selecting brands

Conference Paper  in  Journal of the Market Research Society. Market Research Society · February 2022
DOI: 10.13140/RG.2.2.19845.22249

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 Investigating the impact of TikTok on the generation Z buying behavior
and their insight of selecting brands.
Sadik Aden Dirir1

Abstract
An ever-increasing number of shoppers pick products and services as per brands. It is
quite tricky to know why consumers can be loyal or biased to a specific brand. This
research aims to investigate how social media especially using the application TikTok
affects the zoomers’ buying behaviors and their perception of the brand. Therefore, the
variables studied are advertisement, brand recognition, and influencers’ power. It was
inspected that TikTok celebrities have the power to turn anything they touch into gold
as well their ability to direct the customers to certain labels. That’s why this research
was conducted to discover the validity of these allegations. Because of the nature of this
research, a qualitative method has been adopted to analyze the experience and view of
generation Z on TikTok. For the sample design, a questionnaire was chosen to collect
their responses. Moreover, the participants are varied between 15 to 25 age groups.
Consequently, the results show that there is a significant connection between TikTok
and the consumer’s behavior as well their brand selection. The findings and insights
would offer academic researchers to better comprehend how social media can play an
important role in teen behavior when it comes to product or service selection. Also, the
article will help to implement marketing strategies to engage with these younger
consumers. Finally, I am an independent student, who is conducting this research out of
pure curiosity to know the longitude impact of social media.

Keywords: TikTok, Generation Z, Influencer, Consumer behavior, Brand selection.

1
https://www.researchgate.net/profile/Sadik-Aden
Email: Sadikaden1999@gmail.com
SADIK ADEN DIRIR 1
 1. Introduction
An influencer is a person who can impact by following the viewpoints of the
purchasers by posting or giving feedback influencers. More organizations should
about a new product. They mainly want the attempt to utilize social media forces such as
customers to purchase this specific product or influencers instead of just executing the
service. (More & Lingam, 2017). Neilsen conventional promotion and publicizing
(2013) and Soat (2014). In comparison, with systems. This demonstrates that Influencers
TV advertisements, newspapers, or enormously affect client’s choice interaction
magazines, it was confirmed that a consumer and could be a fruitful promoting technique.
will buy a new item based on the proposal
There are many factors that influence
from web-based media forces.
purchasers’ habits. It may be a cultural factor,
Moreover, the reliability of influencers is a personal factor, social factor, or even
fundamental variable while influencing psychological factor. People tend to relate
clients' choices. This source has high validity themselves to influencers’ preferences since
that will have more compelling on customers' they feel they are connected in all spheres of
buying aims. (Hsu et al., 2013; Jain and product selection. Especially generation Z.
Posavac, 2001). The industry of web-based This generation is the most among other
media forces to be reckoned with has been generations that are affected by digitalization.
famous for merchandise examination during Therefore, it is no wonder that influencers
the past years (Nur et al., 2018). It was have an impact mostly on this generation,
announced that organizations saw the simply because of electronic word of mouth
convenience of online media influencers' (e-WOM).
suggestions and compelling impact on
In relevance with the marketing perspective,
purchasers' behavior after they made
interacting with online celebrities addresses
cooperation with the influencers to advertise
another sort of electronic word of mouth (Hsu
their products and services.
et al., 2013). The meaning of e-WOM can be
A concentrated study by ACNielson (2007) " Any kind of a good or a bad assertion made
shows that the majority of the customers saw by potential, or previous clients about an item
the suggestions from influencers have similar or firm, which is made accessible to a huge
trustworthiness as the brand's site. Consumers number of individuals and establishments
are easily influenced by these social media through the Internet.
celebrities since they settle on buying choices

SADIK ADEN DIRIR 2

As most theories propose purchasers are Therefore, in this paper, I will only focus on
generally picking a brand that looks familiar generation Z whose ages range between 10 to
to them. On the off chance that the purchasers 25. The correlation between the influencers
don't pick the brand as indicated by and generation Z behavior is positive. Since
conventional speculations. Then, at that point, the results investigated are demonstrating
what are the prevailing elements that greatly when it comes to brands selection or
affect the purchasing conduct of a shopper? purchasing habits, the Zoomers act based on
the influencer’s influence. Thereby a
Plenty of discussions are emerging while at
questionnaire was employed to illustrate these
the same time investigating the concept in
findings. The paper is composed as the
regards to the "buyer decision choice",
following. The first part contains a
regardless of whether the choices depend on
background study where I will review
certain properties of the item like quality,
previous articles. The second section
price, brand reliability, promotion, or brand
describes the methodology used and data
loyalty. All of these can be a handful of
collection, The remaining paper present the
reasons why a consumer drifts toward a
findings of the questionnaire. Finally, section
particular product or service. However, an
four encompasses the discussion and
influencer can easily increase the quality,
conclusion.
credibility, awareness, and visibility of a
product with a simple touch. Since these
social media celebrities have an immense
presence in the numerical world. Also, not to
forget that their main followers are Generation
Z. Which statistically represents 20.2% of the
world population today, and that's a large size
of the target population if any company wants
to sell its product or service.

These authors focus mostly on the social

media promotion techniques’ effect on
consumers. Consequently, the authors
mentioned above were conducted by
analyzing the total population without
separating age, gender, and purchasing power.

SADIK ADEN DIRIR 3

 2. Relevant literature

1. New internet sensation.

rewarding and technology progression.
Rodney Graeme Duffett (2017), analyzed “the Especially on generation Z consumers.
impact of interactivity in online media
2. TikTok is a modern marketing
marketing correspondences on teenagers
channel.
mental, emotional, and habits parts in South After it is launch in 2016 TikTok has rapidly
Africa”. He likewise concentrated on the grown in popularity. Surpassing many
effect of other factors, for example, utilization applications like WhatsApp, Instagram, and
(access, duration of use, sign on recurrence, YouTube in 2018. This Chinese app has an
profile upgrade frequency) and segment like immense concentration of teenagers which
(orientation, age, and populace number) made the companies direct their marketing
factors on youthful consumers‟ perspectives campaigns to this platform. The firm’s
toward web-based media advertising strategy is simple it engages with a popular
interchanges influencer and through him, they advertise

The review discovered that online media their product or service indirectly or directly

advertising interchanges affected every to consumers. (Daniel 2021). Contrary to

mentality part among youths, yet on a other portable applications, TikTok offers

declining level. Which connects to the buy speedy video creation opportunities with

purchase funnel model. Hence this incorporated elements of recording, altering,

examination likewise makes a significant and sharing recordings that are like actual

commitment to attitudinal exploration in environment encounters. Wh0ere the

emerging nations, where there is an absence participants stay in contact with companions

of exploration in web-based media promoting and meet new ones. TikTok is a virtual

correspondences. The useful implication of environment permitting the clients to make

this method is that the organizations and their circling a video of 15 seconds with raised

brands ought to think about utilizing and altering highlights remembering for camera

additionally adjusting their procedures given speed controls, the picture following

the declining effect of online media. composites, cooperative split-screen, camera

Promoting interchanges on the various leveled movement, and special visualizations which

demeanor stages among young purchasers and enhance conventional attributes of play onto

the different impact on utilization and the cell phones (Potter and Cowan, 2020).

segment factors while focusing on the

SADIK ADEN DIRIR 4
All of these features are quite attractive since utilizing an ambient sound library, and adding
it is aligned with the modern mentality of captions
generation Z and more importantly its less
Creation is the most significant level of
time-consuming which satisfies the never-
commitment, where TikTok clients make
ending boredom of youth.
short-structure recordings, web-based live
3. TikTok engagement behavior. video, communicating with their beloved
Presented a three-factor that are commitment, makers by making comparative recordings,
enhancement, and creation. Researchers (like and sending private messages to makers.
Cao, Meadow, Wong, Xia, 2021; Dessart,
4. Social media influence on
2017} mainly concur that these three aspects
teenagers.
establish purchaser conduct commitment of Web-based media at present is perhaps the
web-based media content. most captivating online activity. Famously

Commitment addresses a base degree of utilized by nearly everybody in this age,

commitment, in which clients latently clients range from kids to grown-ups where

consume TikTok content. E.g., TikTok young people are viewed as the most users. An

permits clients to respond to the uploaders by investigation by the Pew Research Center,

enjoying, remarking, sending, following, and 92% of youngsters go internet-based day by

adding most loved recordings into assortment day which shows that their everyday lives are

documents. This implies that they just view woven by online media. By being so dynamic

and respond with a fast reaction of preferring, on the web, they are presented to different

sending, following, or remarking. structures and substances both positive and

negative especially advertisements. The
The enhancement involves a more elevated
different structures and substance of this kind
level of commitment, including TikTok
of media open the youngsters to a wide range
clients proactively utilizing various capacities
of materials. These materials are then utilized
to improve the video nature of TikTok
contrastingly by the companies to promote
substance by adding unique special
their goods. Siddiqui and Singh (2016)
visualizations, ambient sound, and captions.
underscore, in spite of the different benefits of
This mirrors that they have more information
online media, they additionally have some
and interest in the innovation. This degree of
negative marks which influence youths. The
commitment permits clients with noteworthy
huge amount of marketing they are exposed to
video quality upgrade capacities like excellent
affects their sense of consumption. For
camera, channels, altering capacities (like
instance, whenever they perceive a product
changes, split-screen, and slow movement),
SADIK ADEN DIRIR 5
that is advertised by their favorite influencer, In Addition, the review found that when
they make sure to buy it to feel a sense of Tweets uncovered both brand and force to be
belonging. For a company to completely reckoned with had a 5.6x lift in buy plan.
construct trust and build a strong brand it is While the lift in buy expectation is only 2.7x
better to target the needs of generation Z. when Tweets just uncovered brand. This
Because according to a survey 80% of Gen Z features how important web-based media
participants said they trust the image of a firm powerhouses are in showcasing procedures
more than its other features, Therefore, (Chandawarkar et al., 2018).
companies enhance the visibility of its image
6. Brand recognition.
by collaborating with many influences Forbes Brand recognition is explained as brand
(2017). memorability, and that influence customer

5. Gen Z purchasing capacity. perspectives and feeling. Famously, brand

To put it in all honesty, Gen Z has the ability recognition assumes a significant part in
to roll out enormous improvements in customer direction, market execution,
marketing and purchasing propensities in marketing mix, and brand value. Keller (2008)
comparison with other generations Their has directed out that brand recognition alludes
presence in the virtual world is quite toward whether customers can review or
prominent since they have a thirst to always perceive a brand, or basically whether
follow the latest trend. An advertising firm purchasers are familiar with a brand.
WhoSay (2018) lately conducted a study Similarly, as individuals purchase cell phones,
around 2018 industry patterns, uncovering individuals are more disposed to purchase
that 70% of advertisers intend to grow the iPhone or Samsung than a less notable brand,
budgets plan to engage influencers for their like LG or Huawei. Clearly, when shoppers
promotion. Roughly 90% of respondents face a huge product brand, the higher the
accept they will get a good effect on how brand mindfulness, the more straightforward
individuals feel about their image if they it is to draw in purchasers. Researchers have
collaborate with influencers. The review directed broad exploration on the two
completed by Twitter and Annalect (2016) significant parts of brand mindfulness,
observes that approximately 50% of Twitter recognition and recall. Most researchers have
clients depended on the proposals from the arrived at an agreement that brands
suggestion of the influencers as direction to acknowledgment and review are significant
make buying. while shoppers are settling on buy choices
(Emma and Sharp, 2000; Thoma and

SADIK ADEN DIRIR 6

Williams, 2013) and assessing item utilization 3. Methodology of the
experience or the quality of the good. That is research.
why for a company to ensure all of these
criteria they had collaborated with an After reviewing the relevant literature and
influencer. Since those social media establishing the link between TikTok and
celebrities have the capacity to affect the consumers behavior, now we can start the data
consumer’s brand preferences and their collection for the study. I selected a
biases. questionnaire to collect the data. The sample
size will include 120 participants. And their
7. Research gap.
After exploring what the previous have said age will vary between 15 to 25.

about the topic and analyzing archival studies. My hypotheses are:

The gap between the precedent papers and this
H1: There is a significant link between
paper are:
TikTok influencers and customers’
• Other papers didn’t focus on generation Z purchasing behavior.
habits.
H0: There is no significant link between
• Not inspecting the TikTok application in
TikTok influencers and customers purchasing
the marketing field.
behavior,
• Not analyzing the link that exists between
influencers and consumer brand selection. H1: There is a significant link between
TikTok influencers and customers’ brand
Consequently, in this paper, these gaps will be
selection.
answered by:
H0: There is no significant link between
• Solely focusing on Gen Z and their habits.
TikTok influencers and customers’ brand
• Using only the TikTok application as a
selection.
point of focus.
• Demonstrating the connection that exists
between social media celebrities and
consumers’ brand selection.

SADIK ADEN DIRIR 7

 Conceptual framework.

Conceptual model about the topic and the link that exists between the variables that are investigated.

Purshasing
behavior is
TikTok affected.
Company Advertise the Consumers
Collaporation influencers comapany Infulence on
with products\ their brand
influencers. services to selection.
consumers.
 4. Findings.

In this bar graph, we can

see that 93.3% of our
participants who are Gen
Z use TikTok as a mean of
entertainment, while 9.2%
stated they don’t use it.

After analyzing the

amount of time our
participants use TikTok,
the graphs shows that 91%
of Gen Z use the
application frequently.
While 22% said
occasionally. We also
have 12.5% of the
participants that confessed
they only use it rarely. And
finally, insignificant
number of 8.3% said they
never used it.

In relevance with our pie

chart 58.3% of the
participants consider
TikTok as an essential part
of their lives, while 18.3%
opted as very important
then we have the rest who
mentioned its either
average of importance
8.3%, little importance
8.3% and not important at
all 6.7%.
We can observe that,
82,5% of the people that
responded to the
questionnaire says they
affected by TikTok when
it comes to selecting
specific brands. Whereas
17.5% vocalized it is not
the case.

As this bar graph

demonstrate 73.3% of
generation Z purchase
goods\services based on
the application
recommendation. In the
other had 17.5% said
occasionally. Finally,
18.3% confessed they only
purchase rarely.

This question was to

evaluate the opinion of our
participants. According to
results 65% see the
application as a very good
advertising tool, then we
have 16.7% who think its
good and 11.7% says its
acceptable while 6.7% of
the responders consider it
poor or very poor.
In this question we
investigated the extent of
the credibility that
influencers who are active
in the application possess.
The findings exhibit
70.8% trust the suggestion
provided by the
influencers, while 20%
find them credible in an
acceptable level. Finally,
there is 9.2% who don’t
trust them.

We can clearly observe in

this graph the link that
exist between companies
and TikTok influencers.
66.7% and 27.5% strongly
agree it is true, while
11.7% are undecided and
we have small number of
6.7% and 5% that
disagree.

In this survey 57.5% of

Gen Z were males whereas
42.5% were females.
The target demographic of
this study mainly focused
on generation whose their
ages vary between 15 to
25. Therefore 37.5% of
our participants were 15-
17 years old, then we have
the second dominant
group who are between
21-23 years old
representing 27.5%.
Moreover, we observe 18-
20 of particpants represent
18.3%. Finally, the oldest
group who represent
16.7%.

The social status of our

participants is classified as
the following. 70% were
students whereas 40.8%
were employee.
 5. Result discussion. 6. Conclusion.

Nowadays TikTok maintains the most famous For a company to reach a broad market, and
position on every platform among teenagers. bigger target populace they must abandon the
The application offers a variety of interesting traditional advertising strategies and act in
features such as short videos, funny content, accordance with the actual trend. That’s why
and lips synchronization. Which is a famous recently the companies promote their
trend among youths. The popularity of product\services on social media. In a never-
TikTok gave the opportunity many people the ending evolving market, companies found that
capacity to obtain many followers. Therefore, to reach younger customers they must identify
gaining the title of an influencer. their interests and preference.
Subsequently, the companies did not overlook
A survey was utilized to explore the
the advantages that this application has to
relationship between the variables. In this
offer. Which as a result made them collaborate
study, the main focus was Gen Z and after
with influencers in order, to advertise their
investigating the findings reveals that
product and service. According to the results,
Zoomers are affected by the TikTok
it was demonstrated that Gen Z is the most
influencers when it comes to buying choices.
dominant inside the application which means
Because they find it trustworthy to consider
they are a good target population for the
their suggestion. Not only that but also for a
company. Moreover, as the findings exhibit,
company to establish visibility it needs to
Gen Z has an immense trust for their favorite
expose its brand through these influencers
influencers, since 70.8 % of participants said
thus increasing the chances of its brand being
they find the influencer credible enough to
selected.
follow his suggestion when it comes to
consumption.

SADIK ADEN DIRIR 8

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