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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-129748 |
| Date | January 2024 |
| Creators | Algotsson, Wilma, Engström, Amalia |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| 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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