The Impact of Social Media on Body Image and Self-Esteem
1
Navigating The Social Media Maze: Evaluating the Impact of Social Media on Body
Image and Self-Esteem
Zaniyah Holmes
Department of Mass Communications
COMM 4484: Mass Comm Research Methods
Prof. Lorenzano
The Impact of Social Media on Body Image and Self-Esteem
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Social media has become essential to modern life, providing incredible access and
connection to numerous types of content. However, along with its benefits, questions have been
raised about its impact on people’s body image beliefs and self-esteem levels. The study
questions the association between social media use and mental health.
According to research, viewing idealized body pictures on social media platforms can
contribute to undesirable body image beliefs among users, particularly teens and young adults.
Constant comparison to social media influencers’ crafted photos may worsen feelings of failure
and unhappiness with one’s appearance. Furthermore, “likes” and comments on posts may
advance the idea that beauty equals self-worth, increasing self-esteem problems.
However, social media’s impact on body image and self-esteem is not always negative.
According to certain studies, social media can be a source of social encouragement and
empowerment by promoting body positivity campaigns and various representations of beauty.
Furthermore, people’s goals for using social media and their involvement patterns and online
interactions can influence how they affect body image and self-esteem.
The connection between social media, body image, and self-esteem can be complex and
diverse. While social media may spread unrealistic beauty standards and lead to poor body image
beliefs, it can also encourage body positivity and self-acceptance. Understanding these
interactions is critical when creating measures to reduce social media’s adverse effects on mental
health while maximizing its positive potential. More research is needed to investigate how
individual characteristics, cultural factors, and the evolving environment of social media
platforms shape body image and self-esteem.
ANNOTATED
BIBLIOGRAPHY
COMM 4484
PURPOSE
• To gather scholarly sources for your Research Proposal
• Scholarly = empirical social science research articles/publications
• News articles, blog posts & random web pages are NOT scholarly
• Reminder: goal of the Research Proposal is to conceive your own empirical
research study idea and write it up as a proposal using the standard
sections/subheadings of a research article (Intro, Lit Review, Methodology,
Expected Results/Discussion)
• Try to find scholarly sources that are relevant to the topic or area of mass
comm research you discussed in the Research Prospectus you just turned in
WHAT’S AN ANNOTATED BIBLIOGRAPHY?
• Basically, just a fancier
reference list
• Citations listed in
alphabetical order
• Followed by a summary of
the piece you’re citing in
your own words
REQUIREMENTS
• APA format
• Minimum of 5 scholarly sources
• 5 – 7 sentence summaries of each cited source in your own words
• Due Date:Thursday, Feb. 29th by 11:59 p.m. (to be submitted to CourseDen)
SOURCES FOR SCHOLARLY EVIDENCE
• scholar.google.com (highly recommended)
• https://www.westga.edu/library/
• Specifically click the ‘Databases & GALILEO’ link towards the bottom
of the page, choose ‘Mass Communications’ on the next page, and
finally choose ‘Academic Search Complete’ for a large database of
scholarly journal articles
• jstor.org
CITING YOUR SOURCES
• Use APA
• Great resource: Google “Owl
Purdue APA”
• Also, citationmachine.net, built in
citation function in Google
Scholar are useful for autogenerated citations
• But be careful to crosscheck!
GRADING RUBRIC
• APA formatting (25 points)
• Minimum of five scholarly sources (25 points)
• 5 – 7 sentence summaries for each citation (50 points)
• Does it give an overall summary of the piece in your own words?
• Are the details substantive, and not superfluous for the sake of meeting the length
requirement?
• You are also encouraged to explain how the sources are relevant to your Research Proposal
paper idea (not required, but a good use of your time…)
SUBMISSION GUIDELINES
• Due Date – Thursday, February 29th by 11:59 p.m.
• Drop box will be made available a week before deadline
• Papers are to be submitted there as a Word doc ONLY!!!
Research Proposal
Description/Rubric
COMM 4484
Purpose/Goal
• To produce a proposal for an empirical, formal mass communication
research project
 At this point in the course, you should have a good idea of what that means
 Your proposal must involve a project idea that relates to mass
communication in some significant way
• To put everything we have learned, and will go on to learn this
semester, into practice concerning research methods
 Some topics like the basics/elements of research, measurement &
operationalizing concepts, and sampling will apply to all research projects
regardless of approach
 However, each proposal will require specific details depending on the
methodological approach, e.g., using surveys as your method will require
that you write about question wording and response rates, relying on a
content analysis will require you to define your unit of analysis and the
scope of your universe/corpus, etc.
Procedure
• As noted in the syllabus, this paper is submitted as two separate drafts
• The Research Proposal Rough Draft (100 points) is due
Thursday, April 4th by 11:59 p.m. EST
 This rough draft is essentially graded on completion like the Research Prospectus
 These will be graded based on Relevance and Formatting
 I will be providing detailed feedback that you should ideally incorporate into your
final draft
• The Research Proposal Final Draft (250 points) is due
Thursday, April 25th by 11:59 p.m. EST
 This final draft is obviously graded more critically
 The final draft will be graded based on the quality of each major section of the
proposal (Introduction, Literature Review, Methodology, Expected
Results/Discussion) as well as Sources and Formatting
Proposal Structure
• Introduction
• Literature Review
• Methodology
• Expected Results/Discussion
Make sure to label these sections!!!
Introduction
• Background/Context for the topic
 What is this paper about, and what background/context is
necessary to understand it?
• Rationale/Justification
 Why should this paper exist in the first place?
 How does this paper add to what we already know regarding
this topic?
 Why is it worthy of being studied?
• Study Preview
 For example, “Using both quantitative survey data and indepth qualitative interviews, this study attempts to
understand 1) the nature of partisan sorting among young
people and 2) the role that digital/social media plays in this
process.”
Literature Review
• 1) Review the literature
 Read relevant scholarly articles in your research area
 Summarize and synthesize research that’s relevant to your proposal
 Show me that you know what you’re talking about!
• 2) Theoretical Foundation
 i.e., the primary lens or theory used to examine your research topic
 This theory should be used to guide your hypotheses and/or research
questions
• 3) Hypothesis/Research Question
 Your paper MUST have at least one hypothesis or research question
 Please include these at the very end of your Lit Review, and label them!!!
 For example – H1: There will be a positive relationship between TikTok use and
anxiety/depression
Methodology
• This is the section that explains your study design, the method(s) you’ve
picked, and your plan for how you would execute this study
• As previously stated, certain aspects of research methods will have to be
addressed in some way
• Here is what all proposals should address in some way
 Clearly stating your research method(s) of choice
 Independent/Dependent Variables
 How you intend to measure those variables / levels of measurement
 Proposed sample size and sampling technique
• Beyond the basics, the rest of this section should be tailored to whichever
research method(s) you choose
 E.g., experiments will require you think about threats to internal validity, surveys
will require that you think about question wording and response rates, etc.
 Use our textbook chapters/lectures as a guide for what to talk about based
on the method(s) you choose!!!
Expected Results/Discussion
• Because you are NOT actually executing your study in
real life, you are obviously not expected to collect/analyze
real data and write up results as part of this paper
• Therefore, I am asking you to write an expected
results/discussion section
• Here are the sorts of things you should talk about
 What you would expect your results to show – based on existing lit/theory
 Implications – why would these results be meaningful?
 Contribution to the literature – what would this add to what we already know?
 Limitations – what are the article’s shortcomings? (no study is perfect)
 Areas for future research – how could these results be extended?
Grading Rubrics
• Rough Draft
 Relevance (50 points)
 Does the submission look like a proposal for an empirical research
project?
 Does it follow the proposal structure outlined here?
 Does it relate to mass comm research in a significant way?
 If the answer is yes to these questions, you get full points
 Formatting (50 points)
 Title page with an original title for your paper, your name, and the
class number (COMM 4484)
 8 – 10 pgs. (double-spaced) NOT including the title page/ref list
 Use of in-text citations in APA format
 Reference list in APA format
 No minimum source requirement (try to get close to 10)
Grading Rubrics
• Final Draft
 Introduction (25 points)
 Background/Context,
Rationale/Justification, study
preview
 Literature Review (50 points)
 Review the literature, theoretical
foundation, hypothesis/RQ
 Methodology (100 points)
 The basics AND details specific to
your chosen method(s)
 Expected Results/Discussion
(25 points)
 Expected results, implications,
contribution to the literature,
limitations, areas for future
research
• Final Draft cont.
 Sources (25 points)
 Minimum of 10 scholarly sources
 Formatting (25 points)
 Title page with an original title
for your paper, your name, and
the class number (COMM 4484)
 8 – 10 pgs. (double-spaced) NOT
including the title page or
reference list
 Use of in-text citations in APA
format
 Reference list in APA format
Submission Guidelines
• Rough Draft due Thursday, April 4 th by 11:59 p.m. EST
 Drop box will be activated at least one week before this due date
 Submit Word docs only!!!
• Final Draft due Tuesday, April 25 th by 11:59 p.m. EST
 Drop box will be activated at least one week before this due date
 Submit Word docs only!!!
The Influence TikTok Has on Gen Z’s Consumer Behavior
[name redacted]
COMM 4484
Introduction
TikTok was created in 2016, and since then, it has had millions of downloads worldwide,
becoming popular with the younger generation. It was first popular in China, and by 2020 there
were over 400 million users on TikTok, and it continues to gain popularity (Han, 2020). The app
has videos from various users that upload videos based on dancing trends, day-in-the-life vlogs,
ASMR, tutorials, shopping hauls, and many more. Tiktok videos have engaging tools such as
added music, filters, commenting, liking, and even duetting the user that entertains the users on
the app (Herrman, 2019).
Researchers have seen that like other social media such as Facebook, Youtube, and
Instagram have on consumer behavior, TikTok also has the same influence (Araujo et al., 2022).
The advertisements on TikTok videos influence consumer behavior easily based on how the
video is made with simple captions, the included music, and other elements that attract
consumers (Han, 2020). Brands are seeing how TikTok advertisements work and its effect on
users purchasing products they see on the app (Fadiillah et al., 2021). Many are taking advantage
of that by making creative videos to drive traffic to their websites.
This study will use a mixed method of quantitative survey and qualitative focus group
data. The goal is to 1) understand the influence that TikTok has on consumer behavior, 2) if
TikTok makes the viewer impulse buy the product in the video or do they think about it first, 3)
what makes the viewer willing to buy the product and 4) how likely is it for the viewer to buy
from that brand again. TikTok is an entertainment and influential app popular among the
younger population. A random sample selection of Gen Z, specifically ages 18-24, will be
chosen for the study. A Likert scale questionnaire will be used and conducted online to reach a
more significant sample for the quantitative data. The qualitative data will be collected by asking
similar questions that are more open-ended to gather richer data until saturation is achieved.
The data will determine the factors when watching a TikTok that makes the viewer
willing and put into action to buy the product in the video. Few studies have focused mainly on
TikTok and its effects on consumers. This data is necessary to get to know how creating short
videos with added music influences Gen Z. It will help get a better understanding of what works
and influences the younger generation since these consumers will be critical in the future and
will let brands know what to do and what not to do to attract their attention. Gen Z is one of the
central populations that use social media, which makes social media a required way to get the
attention of these consumers (Ziyadin et al., 2019). To better understand Gen Z consumers,
brands need to better understand new social media apps such as TikTok.
Literature review
TikTok isn’t the first video platform that impacts consumer behavior. Youtube had an
effect before with content similar to TikTok videos, but that was much longer in length. TikTok
has a large loyal audience that brands can benefit from and bring new consumers to purchase
things they wouldn’t have if TikTok weren’t an app (Ma & Yu, 2021). There are many sides of
TikTok where people post products that others aren’t aware of and get easily influenced into
buying. An article analysis that Ma and Yu did shows that TikTok is already impacting the
consumer behavior and will continue to do so (Ma & Yu, 2021). If brands know how to get the
attention of the younger generation that is on TikTok, they have the potential to bring in new
customers.
Consumer behavior has changed since the pandemic started. What was the usual before
isn’t anymore, especially with the increasing consumer behavior of buying online. A study gave
questionnaires to different generations, such as Gen Z, Gen X, Gen Y, and so on, before and
during the pandemic to ask them about their buying habits. The responses were that Gen Z was
the main one purchasing items online (Jílková, 2021). Data from the results found that the
generations in the study only shopped online 12% before the pandemic, but during the pandemic,
it turned to 43% (Jílková, 2021).
In the same study, the questionnaire respondents also said they would continue to shop
online after the pandemic subsides (Jílková, 2021). Gen Z and other generations throughout the
pandemic saw how shopping online was easy and changed their consumer behavior. Social
media could potentially significantly affect their online purchasing, such as with TikTok. Some
Gen Z like to follow what’s trending, and TikTok quickly spreads those trends, potentially
changing their purchasing behaviors and what they might not have bought if they hadn’t seen it
on TikTok.
Students at the Sapienza University of Rome were given questionnaires to fill out. The
data collected showed that participants like entertaining, informative, and customizable videos,
which made it more effective in the purchases they made (Dehghani et al., 2016). A study in the
Philippines also discovered that an emotional, informative, and entertaining video would
influence Gen Z’s consumer behavior (Araujo et al., 2022). Two factors are similar–that an
informative and entertaining video will have some sort of influence. They concluded that just
because a video is entertaining doesn’t mean it will 100% cause consumers to think of buying the
product (Araujo et al., 2022). There could be other factors that determine that depending on the
person. But it does bring good brand awareness, which is a positive thing for companies. The
videos has to have value and be made with the target audience in mind to have any influence on
the viewer and make them watch the whole thing and not skip through the video (Dehghani et
al., 2016).
TikTok videos must catch the attention of viewers quickly. The content created is already
short (the longest it can be is 3 minutes), and viewers tend to scroll when it’s boring. The good
thing is that TikTok does tailor what a person watches based on what they like, comment and
share. That helps bring the personalized advertisement to the correct target audience to at least
catch their attention (Han, 2020). Three hundred ninety-six participants from China stated that
they liked the TikTok advertisements they got on their page and preferred watching those types
of ads over other ads elsewhere (Han, 2020).
TikTok isn’t mainly used for advertisements, which also needs to be remembered.
Participants in China said they get on TikTok to destress from a busy day and interact with
others who have the same interest (Omar & Dequan, 2020). This may not be the case for other
counties since each culture is different. There’s also the case of TikTok communities being
influenced by the users there. In one study that looks into social identity and consumer behavior,
results suggest that social media users can sometimes create identities from the community they
are part of (Wang, 2017). Based on who they follow on TikTok and build relationships in that
community, they develop a social identification with that group (Wang, 2017). Depending on the
person, that could be enough to want to get what others in the community are getting as well.
Wang’s results found that when social identity is established within the group, there are chances
for higher motivation to use and purchasing behaviors to fit in with the rest of the group (Wang,
2017). This may not be the case in the U.S., but this can be investigated more in a study focused
on a U.S. sample.
Another result found that many participants use TikTok because there’s an archive
section where their liked and saved videos are there, which helps with referencing it later on
(Omar & Dequan, 2020). This data is helpful because that feature can let users save videos that
they plan to go back to later on. It shows they are considering purchasing the item (if the video is
advertising a product in any way). They may buy it later if they have enough motivation to do so.
That feature could help TikTok viewers who like to impulse buy. In Indonesia there tend to be
viewers of TikTok who impulse buy things they see on the app and have attached a phrase to this
act, “Poisoned by TikTok” (Fadiillah et al., 2021). They also found that electronic word of mouth
with what the comments from TikTok are saying would determine what their consumer behavior
would be (Fadiillah et al., 2021). But not everyone is willing to purchase impulsively just
because they saw it on TikTok since everyone does have a different income and isn’t the same as
everyone else.
A different study agreed with the finding that WOM could be affected via social media as
well. The results showed that social media does online WOM and has almost the same effect as
WOM on friends and family members. If the person creating content says negative things about
the item, the viewer trusts the opinion more and sees the person as more credible (Ziyadin et al.,
2019). There’s also a significant effect on what an influencer and celebrities think of something.
Some people tend to look at what celebrity’s post and like on Instagram and are influenced by
them (Kamal et al., 2021). Social media continues to have that influence. If someone reviews
how the quality isn’t good and it’s overpriced, it will influence others not to buy from the brand
(Kamal et al., 2021). Viewers are also influenced by who is doing the reviewing. If it’s someone
similar to them in some way, such as race, gender, and their intention with the product (Ioanăs,
2020). The study from Indonesia agrees with the finding since the participants said that if the
person looked like them in any way and was persuasive and a good speaker, they were more
likely to be influenced (Fadiillah et al., 2021). On TikTok viewers can easily search for a
product, and there will be videos that pop up with quick reviews that we now know have a quick
effect on them. Still, it might not be the same for every consumer, mainly depending on the
generation. In one study, the participants did say that depending on their income they would first
look up information about the product and see if it was worth it or not (Ioanăs, 2020). Gen Z
relies on social media and now TikTok is one of them, influencing whether they will buy a
product depending on what others are saying about it.
Based on recent research studies it shows that TikTok is now a leading app that helps
with advertising a product with influencers talking about it. There are mixed findings on why a
person’s consumer behavior would change and be motivated to buy a product. It does seem like
WOM will always be influential, but none of the studies have measured how beneficial that will
be to brands. Just because Gen Z is influenced more by TikTok, there isn’t much information on
how likely they will repurchase the item and what percentage do go forward and buy the product.
A viewer may save a video for later to go back to and purchase but not always. It is easy for a
video to get lost in the archives and never see it again. They may be influenced to save it but
never complete the vital action to take action now and purchase the item.
The theory that will drive this research topic is the consumer behavior of psychological
needs. This theory comes from Maslow’s hierarchy of needs and how people in life progress to
each step to satisfy their life after they get their basic needs. It starts with physiological and
safety needs, and then the next level is psychological needs. The psychological needs are
belonging, love and esteem. People may get motivated to do something or buy something from
their family, friends, or social circle that they suggest to them (Smith et al.,). These are things
that they don’t need to survive in life, but once food, water, rest, and security are secured, people
jump onto the next section and buy and do things to fit into their social status more (Smith et
al.,). Once consumers get influenced by social media and their buying habits change, they are on
the psychological level and are trying to fit into society better. A study determining how
Americans spend their money resulted that 43% of the surveyor’s money goes towards
psychological needs and self-fulfillment needs (Smith et al.,). These needs can also be satisfied
with advertisements that are seen on social media like TikTok. What needs to be determined is
how likely TikTok influences others to buy items they don’t actually need.
Usually on TikTok most people do not use the app as the primary source to look up
reviews. As the study stated, most people in their sample said that they use TikTok to pass the
time and relax (Omar & Dequan, 2020). That means that it’s likely that consumer behavior in
Gen Z is affected when scrolling and watching a video that is an indirect or direct advertising.
Depending on who the person is and their trust with them or if they are persuaded enough, that
purchase will help their esteem and belongingness but not because the product is a basic need.
The following are the hypothesis and research questions for the study:
H1: Gen Z TikTok users are more likely to save videos with an advertising product if it’s
from someone they follow.
H2: The frequency of seeing a product advertised on a TikTok video will positively result
in impulse buying.
RQ1: How likely is it for the viewer to repurchase the item again (or from the same
brand) if they don’t see a TikTok video about it after the purchase?
RQ2: If they saw the product on Instagram or Youtube and not on TikTok, would they
still have been influenced enough to make the purchase?
Methodology
A mixed methods approach would be used to collect the data needed for this research
project. For the quantitative method, the independent variable would be the frequency of using
TikTok. The dependent variable would be the effects it has on consumer behavior change. This
will be based on how likely it for a user to impulse buy the product being advertised in the video
and if the frequency of seeing the product causes that action or because it’s trending in the
TikTok community. The study will be focused on Generation Z, mainly ages 18-24. The sample
was determined since younger people are the ones that spend the most time on TikTok. The data
collected for quantitative data will be collected by conducting an online survey. The internal
validity threat is that people who are not ages 18-24 may take the test, have never used TikTok
before, or have not been influenced to buy anything after watching a TikTok video.
We will ask questions to ensure we get the correct data before they take the survey. Such
questions will be their age, if they have ever used TikTok, how long they have used TikTok, and
whether they have ever been influenced to make a purchase because of TikTok. There still may
be a chance that someone is lying when answering these questions, and it will be tricky trying to
figure out if they are giving false information to take the survey, which makes it a threat. The
questions would be a dummy variable with yes or no as the answer. If they pass that section, they
will move forward with questions that will use the Likert scale.
For the online survey questions, the questions below are examples of the type of
questions that may be on the questionnaire.
Examples:
1. When seeing a product trend on TikTok, I feel pressured to buy it.
2. Even when I see a product in multiple TikToks, I’m not tempted to buy it.
3. When I see various users I follow on TikTok purchasing the same thing, I also buy it.
4. If I see something once on TikTok and save it for later, I don’t impulse buy it.
5. I impulse buy items more since getting on TikTok.
The questions will be unbiased and include very unlikely to very likely, so the
participants have multiple choices. Since online surveys tend to have low response rates and
younger people can skim through the questions and not take it seriously, the study enters them
into a raffle to win a prize cash of $1,000. To determine if they did not rush to take the survey,
there will be an end question to tell them to choose a specific answer. If the correct one isn’t
chosen, their result won’t be counted.
To collect the qualitative data, focus groups of ages 18-24 will be conducted and given
the same yes or no questions to determine if they can be in the focus group. For the focus group,
open-ended questions will be given instead to get more in-depth data for the research.
Examples of open-ended questions:
1. If you saw a product on any other app on TikTok, do you think you would be motivated
enough to buy the product too?
2. Are the communities on TikTok more influential on your buying behavior than other
social media apps?
3. If you were to buy a product you saw on TikTok, would you repurchase it later on?
4. How many times does it take you to have to see a product until you impulse buy it?
5. What is your reason for getting on TikTok?
The incentive would be the same. If they enter the focus group, they will be entered into a
raffle, separate from the one from the online survey. The person conducting the focus group will
be someone who doesn’t use TikTok. Before the study, they would be informed to understand the
app and understand the participants when they give answers. The focus group will provide richer
data that the survey online may not offer since these questions will be open-ended. The number
of groups will be determined when saturation has been accomplished and no new data is being
collected.
Expected Results/Discussion
From the literary reviews on the research studies, there is a possibility that the findings
will result in TikTok influencing what a consumer may buy or not. Still, many factors can
determine their final action. It is crucial to find out what influences and the specific point in
which Gen Z takes the conative step since they are the future consumers. Just because someone
they follow is advertising a product unintentionally, such as doing a haul or using the product in
the video, or intentionally because the company gifted it to them does not mean they will
automatically be influenced to buy it. They may be motivated to think about buying it and saving
the TikTok for future reference. But that can be determined by many factors. Such factors could
be that the product has appeared in multiple TikTok videos already, and the viewer feels the need
to have it to fit in with the rest of the community. It is like the “Poisoned by TikTok” phrase that
Indonesians have come up with when they view TikTok and get the impulse to buy the product
they continue to see (Fadiillah et al., 2021). Or the way the video is created is persuasive enough
to make the viewer curious to buy the product. Since a sample surveyed from one study resulted
in TikTok videos that are creative, entertaining, authentic, and user-friendly are elements in
TikTok ads that catch their attention more (Han, 2020). Or they may save the video and never
look back because there wasn’t any other motivation afterward to take any action. There’s also
the possibility of it having no factor at all, and they scroll onto the next video, and no action is
taken and has no influence on their consumer behavior.
Gen Z likes to follow trends and try new things. Results of a study found that social
identity in a community, for example, a TikTok community, can affect what one buys and uses
(Wang, 2017). The study may find that if the consumer does take action in purchasing a product
they saw on TikTok, it would be a one-time thing. They probably won’t be influenced enough to
continue buying from that brand and becoming loyal customers unless it has a significant impact
on them, and they do very much like the product. The influencers don’t have that big of power to
make Gen Z continue purchasing it since trends change and new products lose their popularity
over time.
The results could also show how the participants may not have bought what they were
influenced to buy because of TikTok if they hadn’t seen it there or if TikTok didn’t exist. TikTok
content creators are from different parts of the world and showing products that may not be
popular or unavailable in other places. TikTok introduces new things to many users, such as
Korean skincare, food products from other countries, and different clothing brands. It influences
users to get interested in these products and do their search through TikTok and buy it online.
Gen Z is already popular consumers online, so TikTok has helped them continue to be online
shoppers (Jílková, 2021). But now, TikTok introduces them to items they wouldn’t have found
and connects them to different people and places. There’s also an expectation that it will be
undetermined what is the main factor that makes the majority of Gen Z influence to buy things
they see on TikTok. There are multiple factors such as the person behind the content, what
people are saying in the comments, being from the same county, looking alike or having the
same interest, social status, and many more. Or even that the users on TikTok are loyal to the app
and trust the content creators there, which can be a potential factor in how they get influenced
(Ma & Yu, 2021).
The results will give brands an idea of what works and what doesn’t influence Gen Z to
take action and purchase items. If sponsoring a content creator and making them film a video
works, direct advertisement from the brand’s official TikTok account, or just seeing people
continuously seeing the product appearing in videos and being used is the most effective way to
motivate young people to buy the product. Gen Z has already started working and are early
consumers who will be important in the future. It’s essential to understand them and see what
they like based on consumer behavior that TikTok has started to influence greatly. This new
information