SHOPPERTAINMENT UNVEILED: THE IMPACT OF TIKTOK SHOPPING RECOMMENDATION VIDEOS ON CONSUMER BEHAVIOR OF YOUTH

Manuel Ezekiel U, Salmo Allex P., Sandalan James L., Villanueva Andrea Irish P.

Abstract


This study explores the impact of TikTok Shopping Recommendation Videos on the Consumer Behavior of Youth (ages 20-24). TikTok, a rapidly growing social media platform, has become a popular discovery tool for consumers due to its diverse shopping recommendation videos, known as "Shoppertainment." Convenience and snowball sampling methods were used, and a survey questionnaire was administered to 100 TikTok users in Barangay Addition Hills, Mandaluyong City. The results show that TikTok significantly influences consumer behavior regarding actions, decisions, product satisfaction, and repurchase intention. Consumers recognize the usefulness of TikTok Shopping Recommendation Videos for discovering new items, making purchase decisions, and appreciating their visual appeal. Respondents trust businesses, content creators, and influencers, impacting their shopping decisions. Prioritizing brand and content creator/influencer suggestions, trending items, and product safety and compliance are essential factors driving repeat purchases. Negative experiences can significantly affect consumers' inclination to repurchase, potentially leading to a loss of trust. This study sheds light on TikTok's profound influence on the behavior of young consumers and provides valuable insights for businesses and marketers seeking to leverage this platform for effective consumer engagement and marketing strategies.

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DOI: http://dx.doi.org/10.33021/icfbe.v0i0.5690

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