THE IMPACT OF TIKTOK ON CONSUMER PURCHASING BEHAVIOR.CASE STUDY OF BSAF STUDENTS IN 2023
| dc.contributor.author | Idabeth Asingire | |
| dc.date.accessioned | 2024-10-30T09:08:56Z | |
| dc.date.available | 2024-10-30T09:08:56Z | |
| dc.date.issued | 2024-07-16 | |
| dc.description | This study examines how TikTok influences consumer behavior among BSAF students at Uganda Christian University in 2023, emphasizing social influence, brand engagement, and user interactions. Through quantitative surveys, key insights emerged: peer opinions significantly affect purchasing decisions, while students show moderate interest in following brands. Although they recognize the impact of influencer marketing, skepticism about influencer credibility persists. Authenticity and relatability are crucial, with students preferring brands that create genuine connections. The findings suggest that while TikTok enhances brand visibility, a multi-platform strategy is essential, as many students do not prioritize brand followership. The research offers actionable recommendations for marketers to foster engagement and build brand loyalty within this demographic. | |
| dc.description.abstract | This study investigates the impact of TikTok on consumer behavior among BSAF students at Uganda Christian University (UCU) in 2023, focusing on the roles of social influence, brand engagement, and user interactions on the platform. Utilizing quantitative data collected through surveys, the research reveals several key insights into how students engage with brands and influencers on TikTok. The findings indicate that peer opinions significantly influence purchasing decisions, while students exhibit a moderate level of interest in following and interacting with brands. Despite acknowledging the relevance of influencer marketing, a notable skepticism exists regarding influencer credibility. The study further highlights the importance of authenticity and relatability in brand content, as students show a preference for engaging with brands that foster genuine connections. Additionally, while TikTok presents opportunities for brand visibility, many students do not prioritize brand followership, suggesting a need for a multi-platform marketing approach. The research concludes with actionable recommendations for brands, emphasizing the necessity of creating compelling, interactive content, leveraging peer influence, and enhancing the informative aspects of their messaging. Overall, the study provides valuable insights for marketers aiming to effectively connect with the youth demographic on TikTok, ultimately promoting brand loyalty and driving consumer engagement. | |
| dc.identifier.uri | https://hdl.handle.net/20.500.12311/2068 | |
| dc.language.iso | en_US | |
| dc.publisher | Uganda Christian University, Mukono | |
| dc.title | THE IMPACT OF TIKTOK ON CONSUMER PURCHASING BEHAVIOR.CASE STUDY OF BSAF STUDENTS IN 2023 | |
| dc.type | Thesis |