A Study Exploring how Tiktok Influences Users' Behavior: in the Context of Uses and Gratification Theory, Social Comparison, and Consumption
dc.contributor.advisor | Qasem, Dr. Zainah | |
dc.contributor.advisor | ZAINAH | |
dc.contributor.author | Shaikh Muzawar, Ashna | |
dc.date.accessioned | 2024-09-11T11:19:53Z | |
dc.date.available | 2024-09-11T11:19:53Z | |
dc.date.submitted | 2023-12 | |
dc.identifier.uri | http://hdl.handle.net/20.500.14131/1797 | |
dc.description.abstract | This research dives deep into the social media app of Tiktok, exploring how the app impacts aspects of users’ behavior under the context of the ‘Uses and Gratification’ and ‘Social Comparison’ theories while also delving into how marketing on the app influences the behavior of its users as consumers (purchase decisions and buying habits). A combination of quantitative research and qualitative data was used to depict a deeper understanding into the research. The quantitative data of this research is built on the foundation of primary data derived from pre-existing research and studies, and the qualitative data was produced through a survey was conducted garnering about 91 responses. Diverse results were achieved for this survey; out of six propositions proposed 2 were proven false, two were proven true, and two were proven neutral. Therefore, there was a balance in the responses and accuracy of findings. However, the literature found provided appropriate evidence to support all of the propositions. This brings us to the limitation of the research that the sample size (number of respondents) is not an accurate depiction of all Tiktok users and their behaviors, hence one must keep this in mind while drawing conclusions and assumptions solely based on the results. The implications of this study can be to better understand how Tiktok users behave when they interact with the app and how their interactions can further affect their consumptions. Companies, psychological experts and researchers/academics can all benefit from this research when studying about the impact of Tiktok | en_US |
dc.language.iso | en | en_US |
dc.publisher | Effat University | en_US |
dc.subject | Tiktok, Social Comparison, Uses and Gratification | en_US |
dc.title | A Study Exploring how Tiktok Influences Users' Behavior: in the Context of Uses and Gratification Theory, Social Comparison, and Consumption | en_US |
dc.type | Capstone | en_US |
refterms.dateFOA | 2024-09-11T11:19:55Z | |
dc.contributor.department | Marketing | en_US |