Abstract Background: Social media is becoming more prominent each day. Platforms such as TikTok and Instagram are amongst the top six social media platforms used by Generation Z and Millennials (Dixon, 2023; Ceci, 2023). From a business perspective, it entails that these platforms, as well as social media as a whole, are essential for attracting users’ attention when promoting a product or service. These platforms have changed how people communicate, share information, and behave as consumers. Understanding the factors that affect behaviors on social media platforms is crucial given the growth of niche dating apps that target the Muslim community, such as Muzz. This study intends to examine how TikTok and Instagram advertisements affect how viewers perceive Muzz, its features, expected advantages, and the probability of individuals using the app. Purpose: The purpose of this study is to investigate the influence of social media on behaviors towards dating app. This is specified towards Generation Z and Millennials. Ultimately, this study aims to find how this target audience interacts with advertisements and what factors affect their behavior. The findings from this paper can be useful to marketing departments of various companies within the dating app industry as they can begin to improve their marketing strategy to appeal to a new and larger target audience.   Method: The findings from this thesis was conducted through qualitative research including interviews of 10 participants with ages between 19-30 years old. The analysis of these findings was done through a thematic analysis approaching grouping the findings in themes and similarities. Conclusion: The findings and analysis from this report indicate that social media and advertisements presented on social media significantly influence the behaviors of Generation Z and Millennials towards dating apps, specifically Muzz app. The way in which social media has an influence is in relation to three theories/models: Advertising Effectiveness, Consumer Behavior Models and Uses and Gratification Theory. Each of the said models and theories aid in the analysis of how behaviors shift depending on social media presence.

This chapter reviews the literature applying health behavior theories to indoor tanning. Few studies have tried to fit full versions of health behavior models to indoor tanning. Theoretical models from the family of theories referred to as the reasoned action approach (e.g., theory of planned behavior, behavioral alternative model, prototype willingness model, etc.) have been most commonly used to study indoor tanning. Results indicate that these models fit indoor tanning data moderately to extremely well. Two lesser known models, problem behavior theory and the terror management health model, have also demonstrated a reasonable fit. Two other common models, the health belief model and social cognitive theory, have never been fully tested with indoor tanning. However, key constructs from these models (e.g., perceived susceptibility and threat, modeling) have been used to understand indoor tanning. Empirical research conducted represents a solid start toward developing strong, comprehensive models of indoor tanning that can guide intervention efforts. This initial work needs to be expanded by conducting longitudinal studies and by including a broader age range in studies because the majority of existing work has focused on young adults. Incorporating findings related to tanning dependency, peer group affiliation, media influences and other constructs into these foundational models will also improve our understanding and ability to develop efficacious interventions to reduce engagement in this health risk behavior.

「社會認同理論」(social identity theory)認為，人們會以所屬團體的身份或屬性來定義自己，是一種對歸屬團體的「團體認同」(group identity)。 所探討的是一個已經隸屬於某個低地位團體的個體，在獲得正向團體認同以維持自尊的動機下，思考使用哪一種提高團體認同的策略。 本研究結合了「計劃行為理論」中有關行為意向的概念，同時也將社會認同理論的應用範圍擴大，由此來了解人們是否會進入一個低地位團體的內在心理歷程，使更能清楚地預測該行為。本研究採情境實驗法，以情境模擬的方式操弄可滲透性、穩定性及能力高低三個獨變項，測量351位受試者對進入低地位團體的態度、主觀規範及知覺對該行為的控制感，再測量行為意向。 結果發現，在可滲透性高及穩定性低兩種狀況下，個體對進入低地位團體的態度較佳，同時知覺對該行為的控制感也較高；穩定性低時，其主觀規範較為正向。而且主觀規範、知覺對行為的控制感可以預測行為意向。 同時，個體在可滲透性高的狀況下會比可滲透性低時要傾向使用個人變動策略，而在穩定性低時會比穩定性高時更會使用社會改變策略。另外，除了實質上的策略之外，個體也會使用心理上的策略來獲得正向的團體認同。本研究也以徑路分析來了解及討論各變項間整體性的關係。