The effect of viral TikTok trends on impulse buying decisions in the fashion industry among university students in Uganda: a case study of Uganda Christian University students
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Date
2026-05-05
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Uganda Christian University
Abstract
This paper will look into how viral Tik Tok trends can affect the impulse buying behavior of fashion industry among undergraduate students within Uganda Christian University (UCU). Although the use of Tik Tok has been rising at an alarming pace in Uganda, which adds to the unplanned expenditure of young people with low disposable income, the literature gap about the effects of Tik Tok viral mechanisms on impulse purchasing in the non-Western society is still present. Three particular objectives guide the research, such as to identify the impact of exposure to viral TikTok fashion trends, to assess the impact of the credibility of TikTok influencers on unplanned purchases, and the correlation between active interest involvement with viral content (likes, shares, comments) and impulse buying behavior. The designated study has a quantitative, cross-sectional survey design, which is premised on the Stimulus-Organism-response (S-O-R) theory. Stratified random sampling will be used to select a sample of 367 undergraduate students out of a target on about 8,000 students. The use of descriptive statistics, Pearson correlation, and multiple regression will be used in analyzing primary data that will be gathered through the administration of self-administered structured questionnaires to respondents. Finally, the research will also have theoretical contributions to platform specific consumer behavior on the one hand and practical implications to marketers on how to create responsible campaigns and university administrators and policymakers on how to resolve the financial vulnerability of students by using specific financial literacy programs.
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Undergraduate