TikTok influences buyer behaviour

TikTok, a short-form video hosting service which hosts over 1.7 billion user-submitted videos, has become a global platform for consumers and influencers to buy, sell, and review products. The platform has seen a significant increase in consumers purchasing products as it is perceived as a source of credibility. Launched in 2016, TikTok has quickly evolved from an app centered around dancing teenagers to a cultural powerhouse influencing trends in various aspects of life. From music to news to politics, TikTok has become the go-to platform for people looking to make purchases. The platform has given rise to popular trending hashtags like clean talk, book talk, dog talk, beauty talk, and TikTok made me buy it, illustrating how consumers are increasingly using the platform to discover and buy products. Unlike other social media platforms like Facebook, Instagram, YouTube, and Twitter, TikTok has managed to generate consumer frenzies through its content. Clothing, cleaning products, and tech accessories have all experienced a surge in sales after becoming TikTok sensations. The phenomenon of people feeling urged to purchase items they see on TikTok has caught the attention of many, leading to the question of why this is happening. Experts suggest that one of the reasons behind this behavior is the credibility attached to the sources endorsing the products. Consumers tend to trust TikTok creators and influencers, viewing their recommendations as authentic and relatable. When creators recommend products naturally, without it being a paid promotion, their credibility is further enhanced. This trust-building dynamic leads users to feel a sense of connection and closeness with these influencers, eventually resulting in a 'parasocial relationship,' where users believe they have a personal connection with the creators. The authenticity of creators using products in a real, unfiltered way on TikTok, as opposed to highly polished celebrity endorsements, makes the products more believable and desirable to consumers. The surge in TikTok's popularity amidst the pandemic, with people spending more time on their devices and the rise of content creators on the platform, has further fueled the trend of buying products seen on TikTok. The app's simple editing tools and the potential of going viral with millions of views have motivated many to create product review content which could, in turn, translate into sales. The sophisticated TikTok algorithm, which analyzes users' interests based on their interactions with the app, plays a crucial role in showing relevant content to users. By understanding the type of content users engage with, the algorithm presents them with similar videos, increasing the likelihood of them making purchases. While TikTok has aided people in discovering new favorites, there are potential risks associated with compulsive shopping habits and overspending. Social media can encourage impulsive buying leading to financial strain. Experts recommend introducing breaks between scrolling sessions on TikTok and making the online checkout process less seamless to help control spending. By actively engaging in the shopping process rather than passively swiping and purchasing, consumers can develop mindful purchasing habits and avoid being excessively influenced by what they see on TikTok.