Social media platform TikTok has grown in recent years to become a market leader. Gen Z is a large part of the app's users and they are also more likely to make impulsive purchases. TikTok exposes personalized content to the individuals, which provokes unexpected purchase intentions. The focus of the study is on consumer discovery of viral content related to products from the furniture and interior design industry. The theory review of the research highlights the connection between TikTok and the impulsive buying behavior, as well as the layers that the individual goes through in between.  The purpose of this study is to explore and understand how furniture and interior design that has gone viral on TikTok contributes to Gen Z's impulsive buying behavior. This study aims to provide an understanding of the phenomenon of virality as well as an insight into Gen Z's impulsive buying behaviors. In order to answer the research question, empirical data was collected through a qualitative research method using ten semi-structured interviews. The respondents belonged to Gen Z and were resident in Sweden. The empirical data was analyzed using the method of thematic analysis, which produced three new themes and enabled the research question to be answered.  The conclusion of the thesis showed that TikTok contributes to Gen Z's impulsive buying behavior. EWOM has played a major role in the respondents' purchase decisions. Reviews have evoked needs that then led to impulse purchases while also preventing other purchases when reviews explained the negative features of the product. The results of the study show that the sample means that more impulse purchases have been made since TikTok became the market leader.

Background: Social media platforms, particularly through user-generated content (UGC), have been recognized as impactful channels to build communities and spread messages through content sharing. TikTok differentiates itself from other platforms by their short video format and personalized algorithm, making it an effective channel for brand-related strategic marketing activities, aimed at understanding customers engagement and brand message. Purpose: That said, this study aims to help brands effectively communicate their brand image and leverage on TikTok using UGC, by understanding what attributes of TikTok-based UGC that influences brand image. Method: To serve the purpose of this study, the research employs a quantitative approach, utilizing a survey instrument distributed to a sample of TikTok users aged 18-35. The data collected was analyzed using descriptive statistics and Pearson correlation analysis to determine the relationship between various TikTok-based UGC attributes and their influence on brand image. Conclusion: Empirical analysis reveals that attributes such as personalized content on TikTok, consumers engagement with UGC on TikTok, and positive UGC reviews were found to have a direct correlation to consumer perceptions of brand image. This underscores the potential benefits for brands that strategically incorporate these attributes into their marketing strategies through UGC on TikTok to effectively control their brand image.

This study explores Generation Z’s attitudes towards the use of humor and memes in brand communication on TikTok. Despite controversies surrounding the plattform, involving both legal matters and privacy concerns, the app is growing rapidly. This has led to at least five million companies present on the platform, as it has grown to become an important tool to evolve the corporate identity through branding and interactions. Through the theoretical frameworks encoding/decoding and Corporate Identity Theory, the essay examines Generation Z’s perceptions and preferred communication strategies in the digital age. Through a thematic analysis of the qualitative material gathered from eleven semi-structured interviews, the study reveals that humor and memes in corporate communication promotes engagement. However, to receive positive attitudes from our selection of Generation Z, the contextual relevance in regards to current trends in pop cultural media as well as alignment with brand values is crucial. The lack of these factors can result in negative attitudes and brand avoidance. Representatives of Generation Z also believe that the boundary for inappropriate use of humor and memes is defined by the seriousness of the organization, avoidance of offensive content and consideration of the brand’s interpretive authority and identity

The study explores the phenomenon of girl trends on TikTok, specifically focusing on the Clean girl and Rat girl communities. It aims to understand how these communities influence self-representation and femininity, highlighting the significant role TikTok has in creating ones identity. The paper specifically researches how modern femininity is represented and which discursive strategies are leveraged to construct identity on the platform.  By implementing a multimodal critical discourse analysis, the study dissects visual, textual, and auditory elements from videos tagged with either #cleangirl or #ratgirl on TikTok. By utilizing a framework that combines Sensemaking theory with concepts of Respectability and Performativity, this study analyses the material within a Postfeministic context. The findings show that Clean girls align with more traditional notions of femininity, emphasizing an aesthetic lifestyle deemed respectable and desirable. Meanwhile, Rat girls subvert these ideals by promoting authenticity and non-conformity by distancing themselves from stereotypical norms. The analysis emphasizes the interplay between autonomy and gender expectations in shaping identity on TikTok. The results of the study contribute to the understanding of femininity, suggesting that TikTok both influences user engagement and reinforces stereotypical norms upon its users, thereby affecting the shaping of self-representation. Despite the surge of new and alternative expressions existing within the concept of girl trends, all interpretations still fall within the same context and expectations of femininity. This complex interplay negotiates femininity through a paradox where TikTok offers both freedom of expression and upholds societal norms when allowing its users to construct their identity.

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The advent of the digital era has profoundly transformed marketing and variousorganizational functions, largely driven by the accessibility to vast repositories ofdigitized data and the integration of artificial intelligence (AI). The purpose of this studyis to examine the impact of artificial intelligence-driven personalization on customerexperience within the context of TikTok, a leading social media platform known for itsinnovative use of AI technology. TikTok leverages AI to analyze user behaviors andpreferences, delivering tailored content that enhances user engagement and satisfaction.The deductive approach is the selected approach to fulfill this study is objective.Particularly, the research hypothesis (H1) posits that AI-driven personalization positivelyinfluences customer experience on TikTok. To test this hypothesis, we conducted aquantitative study involving structured questionnaires distributed to a diverse sample ofTikTok users via social media platforms, resulting in 365 usable answers. The findingsconfirm a significant positive relationship between AI-driven personalization andcustomer experience, underscoring the critical role of AI in shaping user interactions andexperiences on social media platforms - TikTok. This study contributes to the literatureon digital marketing and customer experience management by highlighting theeffectiveness of AI-driven personalization in fostering engagement and satisfaction.

The aim of this study is to critically analyze how the news media in Sweden reported about Folk och Försvar’s conference 2024 on TikTok. Considering the platform’s young audience, this will make it apparent how journalism for children can be constructed. Critical discourse theory, system functional grammar and sociosemiotics are used as a theoretical framework. The method used is Multimodal Critical Discourse Analysis and the material is collected from six national news channels that published about the event on TikTok. By analyzing the language and visual elements used, the result of the thesis shows which discourses were conveyed in the reporting. The main findings were five different discourses that were compiled into two more general discourses. One of them strengthens the threat of a military war in Sweden, while the other one defuses and problematizes the statement from the Swedish armed forces. The first one was more common in the commercially financed news media, whereas the second was found in public service media. The conclusion furthermore indicates that public service adjusts their journalism more to align with the young audience on TikTok. The critical discourse analysis showed that depending on which discourse was used, different messages were communicated to the audience. This contributes to a power imbalance between the journalists and the children, especially considering young children have not fully developed critical thinking. The news media that claim to be aimed towards Sweden's entire population, does not however consistently take children into account.

Uppsatsen undersöker hur virala TikTok-produkter påverkar köpbeslut hos unga kvinnor, särskilt med fokus på känslor av FOMO och reaktioner av impulsköp och ”överspendering”. Appen har lyckats etablera sig som en kraftfull aktör inom digital marknadsföring, där TikTok-användare influerar och inspirerar andra via videor, rekommendationer och kommentarer. I och med att analysera fenomen som FOMO, vill studien belysa hur TikTok kan påverka köpbeslut hos unga kvinnor i åldrarna 18-28 år. Både genom att se till impulsiva tendenser, men också risk för personliga överträdelser rent ekonomiskt i form av ”överspendering”. Fenomenet med virala produkter innebär att produkter blir eftertraktade på grund av användarinteraktioner och algoritmer. Därav skapas en organisk miljö av marknadsföring där produkter snabbt får spridning och stor uppmärksamhet. Tidigare forskning lyfter fram hur unga kvinnor tenderar att uppleva FOMO mer intensivt än män, vilket kan leda till ökade impulsiva inköp och högre skuldsättning. Känslor av FOMO är individuella, och grundar sig utifrån komplexa faktorer, som bland annat känslor baserade på självbild och sociala jämförelser. FOMO kan därmed bidra till påverkan av produktinnehåll och speglar därefter ungas reaktioner och konsumtionsbehov av virala produkter. Studiens forskningsmetod är kvalitativ och består av datainsamling från åtta semistrukturerade intervjuer. Metoden valdes för att få en djupare insikt i de känslor och drivkrafter som ligger bakom köpbesluten. Intervjuerna fokuserade på deltagarnas upplevelser av virala produkter, FOMO, impulsköp och ”överspendering”, i kombination med S-O-R modellen.  Resultaten visade att virala produkter på TikTok haft en påverkan på unga kvinnors köpbeslut. Samtliga av de intervjuade upplevde FOMO efter exponering av virala produkter, och att det till stor del baserades på egenskaper och intressen. Resultatet anger att det har lett till ett eller flera impulsköp, och i vissa fall till ”överspendering” på ett personligt plan.  Genom att belysa de samband, och i förknippning med S-O-R modellen, bidrar uppsatsen till en bättre förståelse av virala TikTok-produkters påverkan på köpbeslut hos unga kvinnor. Hur deras köpbeslut influeras av (stimuli) virala produkter, i vilken utsträckning de styrs av psykologiska effekter som FOMO (organism), och som konsekvens leder till handlingar av (respons) impulsköp och ”överspendering”. Studien erbjuder också etiska och moraliska insikter som kan vara användbara för företag och marknadsförare som riktar sig mot unga, och för dem som arbetar med att förebygga ekonomiska problem.

Inledning: I inledningen redogörs för hur digitala sociala nätverk har växt fram och tagit en allt större plats i konsumenters vardag vilket har gjort dem till utmärkta marknadsföringskanaler. Därefter förklaras det nyaste stjärnskottet bland sociala medier, TikTok, och dess potentiella roll inom marknadsföring.  Syfte: Studiens syfte är att undersöka hur marknadsföring genom sociala medier påverkar unga svenska konsumenters attityder.  Frågeställningar: Utifrån studiens syfte har två frågeställningar formulerats:  1. Vilken påverkan har marknadsföring genom TikTok på unga konsumenters kognitiva och affektiva attitydkomponent samt beteendekomponent?  2. Vad har bakgrundsvariabler (demografiska och användning) för effekt på unga konsumenters attityder till marknadsföring genom TikTok?  Teori: I studiens teoriavsnitt presenteras sociala medier som marknadsföringsverktyg mer utförligt. Därefter förklaras det komplexa begreppet attityd som delas in i tre olika attitydkomponenter. Vidare beskrivs teori runt word-of-mouth, content marketing, Generation Z, skillnader mellan könen samt skillnader mellan olika typer av användare Metod: Studien är grundad i en kvantitativ metod och en tvärsnittsdesign har tillämpats. Empirin har samlats in genom enkäter online. Data har sedan analyserats i det statistiska programmet SPSS med T-tester, korrelationsanalyser och ANOVA-analyser.  Slutsats: Studien har visat att marknadsföring genom TikTok inte har en positiv påverkan på konsumenters attityder. Dock är detta den första studien av sitt slag och det krävs därför mer forskning för att stärka eller förkasta resultatet. Word-of-mouth och content marketing hade ett starkt positivt samband med konsumenternas attityder. Det fanns inga skillnader mellan könen. En liten skillnad upptäcktes mellan olika användare där de som någon gång publicerat något på TikTok hade positivare kognitiv attityd än de som aldrig publicerat något. / Introduction: The introduction consist of how the digital world of social networking has evolved and been given more room in the individuals everyday life which has made it possible for the platforms to become excellent marketing channels. Then the study presents the new sensation TikTok and their potential part in marketing. Purpose: This paper aims to investigate the influence of TikTok marketing communications on young consumers’ cognitive, affective and behavioral attitude components in Sweden.  Research questions: Based on the study’s purpose the following research questions where phrased:  1. What influence do TikTok marketing communications have on young consumers’ cognitive, affective and behavioral attitude components?  2. What influence do background variables have on young consumers’ attitudes towards marketing through TikTok?  Theory: The theoretical part of the study provides more in-depth explanations about social media as a marketing tool, the complex concept of an attitude which can be divided into three different components. Furthermore, the theories of word-of-mouth, content marketing, Generation Z, differences in genders attitudinal responses, and differences among various types of users, are described. Method: The study is based on a quantitative method and a cross-sectional design was applied. An online survey was used via self-administered questionnaires that where distributed through a snowball sampling. Data was analyzed through the statistical tool SPSS by using T-tests, bivariate correlation analysis and ANOVA analysis. Conclusion: The study discovered that young consumers displayed unfavorable attitudes towards marketing communications through TikTok. However, both word-of-mouth and content marketing was positively correlated to attitudes. No significant differences were found between genders. Individuals who had at least posted content sometime on TikTok displayed more favorable cognitive attitudes than those who had never posted on TikTok.

Datum: 2023-05-30 Nivå: Kandidatuppsats i Företagsekonomi, 15 hp  Institution: Akademin för Ekonomi, Samhälle och Teknik, Mälardalens Universitet  Författare: Alva Landberg (96/07/03), Emma Inge (98/02/15), Felicia Schönning (98/11/02)                                                                                 Titel: Användargenererat innehåll på TikTok och dess påverkan; En kvantitativ undersökning av generation Z's köpintention och köpbeslut Handledare: Pejvak Oghazi Nyckelord: Användargenererat innehåll, Attityder, Elektronisk Word of Mouth (eWOM), Generation Z, Köpbeslut, Köpintention, TikTok Forskningsfrågor: (1) Hur påverkar användandet av TikTok generation Z’s köpbeslut? (2) Har användargenererat innehåll på TikTok något samband med generation Z’s köpintention? (3) Hur påverkas generation Z’s köpbeslut av användargenererat innehåll på TikTok? (4) Hur påverkar användandet av TikTok generation Z’s attitydkomponenter; kognitiv, affektiv och beteende? (5) Vilka skillnader finns mellan generation Z och millennials vid användandet av TikTok?   Syfte: Syftet med denna studie är att undersöka ifall användargenererat innehåll på sociala medieplattformen TikTok påverkar generation Z's köpintention och köpbeslut. Metod: Studien är baserad på en kvantitativ forskningsansats där primärdata samlats in i form av en digital enkätundersökning. Datan samlades in med ett resultat av 183 respondenter med ett bortfall på 30, vilket gav 150 validerade svar. Datan analyserades sedan via en korrelationsanalys, Cronbach’s alfa, regressionsanalys och en korstabulering i det statistiska dataprogrammet SPSS. Slutsats: Resultatet visade att användargenererat innehåll på TikTok har ett samband med generation Z’s köpintention och köpbeslut. En ökad användning av TikTok bidrar till att attitydkomponenterna; kognitiv, affektiv, beteende påverkas positivt av rekommendationer från användare på TikTok, vilket bidrar till en ökad köpintention som senare leder till ett köpbeslut. / Date: 2023-05-30 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Alva Landberg (96/07/03), Emma Inge (98/02/15), Felicia Schönning (98/11/02)  Title: User-generated content on TikTok and its impact; A quantitative study of generation Z's purchase intention and purchase decision Supervisor: Pejvak Oghazi Keywords: Attitudes, Electronic Word of Mouth (eWOM), Generation Z, Purchase decision, Purchase intention, TikTok, User Generated Content (UGC) Research questions: (1) How does the use of TikTok affect generation Z's purchase decisions? (2) Does user-generated content on TikTok relate to generation Z's purchase intention? (3) How does user-generated content on TikTok influence generation Z’s purchasing decisions? (4) How does using TikTok affect generation Z's attitudinal components; cognitive, affective, and behavioral? (5) What are the differences between generation Z and millennials when using TikTok? Purpose: This study aims to investigate if user-generated content on the social media platform TikTok influences generation Z's purchase intention and purchase decision. Method: This study is based on a quantitative research approach where primary data has been collected through an online survey. The data was collected with a result of 183 respondents with a non-response rate of 30, which gave a total of 150 validated responses. The data were analyzed through a correlation analysis, Cronbach's Alpha, regression analysis and a cross-tabulation in the statistical data program SPSS. Conclusion: The result showed that user-generated content on TikTok has a connection with generation Z's purchase intention and purchase decision. Increased use of TikTok contributes to the attitudinal components; cognitive, affective and behavior is positively affected by recommendations from users on TikTok, which contributes to an increased purchase intention that leads to a purchase decision.