This study includes an analysis and an understanding of the issue in the subject area of young adults in Sweden, TikTok, consumption and organic marketing. The purpose of the study is to examine how organic marketing on TikTok can influence young adults’ consumption, specifically of beauty products. By conducting research on the subject, we aim to contribute new insights regarding the impact that TikTok has on the consumption patterns of young Swedes when it comes to beauty products in Sweden. To enable this analysis, empirical qualitative data was collected, which was later analyzed using theories by, for example, Kotler et al. (2019), Denscombe (2021) and Fejes (2019). Data has been collected through interviews with young Swedish TikTok users and employees at two well-known beauty stores in Sweden. One key result that has emerged from this study is that young Swedes who use TikTok are significantly influenced by the content presented on this media platform. The results also show that TikTok users exhibit a higher tendency to resort to the consumption of beauty products to follow trends, join a community, and strive for similar appearances as the creators in the video clips. Therefore, the conclusion states that young Swedish TikTok users are influenced by consumption and different purchasing behaviors through organically marketed beauty videos, especially if the content of the video clips is engaging and informative. This is because these videos often inspire and create a desire for TikTok users to consume.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-60991 |
| Date | January 2023 |
| Creators | Håkansson, Stina, Larsson, Maria |
| Publisher | Malmö universitet, Fakulteten för teknik och samhälle (TS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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