the influence of tiktok applications on the consumption behavior of generation z living in hanoi in online shopping

FOREIGN TRADE UNIVERSITY FACULTY OF INTERNATIONAL ECONOMICS *** RESEARCH PROPOSAL THE INFLUENCE OF TIKTOK APPLICATIONS ON THE CONSUMPTION BEHAVIOR OF GENERATION Z LIVING IN HANOI IN ONLINE SHOPPING Name: Class: KTEE206.1 Instructor: Dr Pham Thi Cam Anh Hanoi, September 2022 Abstract TikTok platform has been increasingly utilized for several purposes, not only purely to entertain but also to educate, to propagandize, to advertise and even to do business The research objective is to investigate how TikTok social media affects shopping online behaviors of young people in Hanoi This research methodology adopts both qualitative and quantitative approach and survey method to analyze adolescent’s experience and view over the relationship between online shopping behavior and TikTok As for the sampling strategy, the non-probability purposive sampling method was employed in this research The research sample was 150 adolescents ranging between 15 to 25 age groups from different high schools and universities within Hanoi Research data is self-collected through surveys and questionnaires Consequently, the result shows a strong correlation between TikTok and its users’ consumption behaviors Individuals tend to purchase products which appear on their TikTok feed Preliminary findings indicate that TikTok marketing has a positive and significant relationship on users’ purchase intention The findings also assist with implementing digital marketing strategies to engage with these young customers Keywords: Tik Tok, social media, generation Z, influencer marketing, consumer behavior Table of content I 2 II III IV V VI VII VIII IX X XI XII XIII XIV XV XVI XVII XVIII XIX XX XXI XXII XXIII XXIV XXV I Introduction XXVI XXVII Social networking sites have proliferated over the last decades as a result of the sophisticated and rapid development of technology along with the Internet As online shopping has exponentially grown, businesses use social media as a tool for 3 product promotion, with the intention of spreading marketing communications strategies to draw attention from users Before making a purchase, up to 70% of consumers read online reviews and 81% are influenced by social media posts from their friends and acquaintances In this modern era, people prefer to seek for reference and assistance from social platforms to solve their problems in the fastest, the most efficient and practical way XXVIII These days, various global and local brands encourage social media XXIX influencers to use their products or services, as well as to become their ambassadors Along with the fact that the COVID-19 pandemic has prompted people to spend more time online, social media is in higher demand than ever XXX TikTok is a social platform that appeared in Vietnam in 2018 and quickly XXXI gained popularity among local users Brands are also capitalizing on this boom by promoting themselves through celebrities and influencers According to a Satista report from July 2020, TikTok has over 3.1 million influencers (Brands Viet Nam) This huge number not only provides businesses with numerous options, but it also offers an excellent opportunity to meet the entertainment and shopping needs of young people, especially generation Z - a potential generation affected by digitalization with 9% smartphone usage, accounting for 32% of the global population and possessing up to 44 billion USD in purchasing power Accordingly, 41% of TikTok users are between the ages of 16 and 24 (7SAT 2020) Half of TikTok users admit to having discovered a new product while using this platform, and 89% say that they made an unplanned purchase after watching a TikTok video or livestream XXXII XXXIII Recognizing TikTok’s popularity in Vietnam and the tendency of Hanoi youth to use social networks for interaction, entertainment and shopping In this research, our team wants to approach the impact of TikTok application on the 4 attitudes and psychology of shoppers to identify the specific factors that influence the young generation’s consumption behavior XXXIV Research objective and research questions II XXXV 1 Research objectives XXXVI ● Learn and analyze the TikTok usage habits of people aged 15 to 25 years old living in Hanoi ● Determine factors in TikTok affecting shopping behaviors of people aged 15 to 25 years old living in Hanoi ● Propose effective purchasing solutions to consumers and potential development oriented purchasing and influencer marketing policies for businesses XXXVII 2 Research question XXXVIII XXXIX How does TikTok affect the online shopping consumption behavior of the young generation from 15 to 25 years old in Hanoi? XL XLI XLII XLIII III Literature review XLIV 1 An introduction to TikTok XLV XLVI 1.1 An overview of social media Social media are interactive computer-mediated technologies that facilitate the creation and and sharing of information, ideas, interests and other forms of expression via virtual communities and networks (Kietzman et al., 2011) It is a 5 place where users can share images, feelings or thoughts online with relatives, family, friends and even with strangers (Leonardi et al., 2013) Recently, approximately 3.6 billion people use social media and this number is estimated to increase to 4.41 billion by 2025 (Statista), in which Facebook, Instagram, Youtube and Tiktok are the most commonly used platforms Social media brings tremendous, evident and pervasive changes to communication between organizations, communities and individuals The application of social media is created from the features itself based on users' understanding and the way they interact (Mirza,2014) Chen et al (2011) also stated that social media has created a statistically significant difference on consumption behaviors in accordance with age groups along with educational and social status of them XLVII The COVID-19 pandemic has dramatically increased the number of online XLVIII shoppers, which boosted advertising, marketing and selling goods through social networking sites According to the E-commerce Vietnam White book, the proportion of online shoppers rose from 77% to 81% after one year since 2019 Social media is an ideal place to connect with new customers, keep relationships with their patrons and promote customers’ experiences XLIX L LI LII 1.2 TikTok LIII LIV TikTok is a music video and social networking platform originating from China, with the original version called Douyin, developed by ByteDance in 2016, and surpassed many applications like Whatsapp, Instagram and Youtube in 2018 Contrary to other portable applications, TikTok offers speedy video creation opportunities with incorporated elements of recording, altering, and sharing recordings that are like actual environment encounters, where the participants stay 6 in contact with companions and meet new ones TikTok is a virtual environment permitting the clients to make circling a video of 15 seconds with raised altering highlights remembering for camera speed controls, the picture following composites, cooperative split-screen, camera movement, and special visualizations which enhance conventional attributes of play onto the cell phones (Potter and Cowan, 2020) With its customized feeds of quirky brief movies set to song and sound results, the app is first rated for its addictive nice and excessive stages of engagement LV LVI Vietnam is now one of the Southeast Asian countries having the highest TikTok user growth rate (iAgency, 2020), at the end of March 2020, the platform has 12 million frequent registered users in Vietnam, 41% of whom are aged between 16 and 24 since TikTok is affiliated with the modern mentality of generation Z LVII 2 Generation Z LVIII LIX 2.1 Understanding about Generation Z Generation Z or Gen Z is the name given to the current generation of young people by many demographic researchers: ● According to the Pew Research Center, Generation Z consists of people born between 1997 and 2012 The oldest of this generation are reaching 25 years of age, with many now out of college, getting married, and starting families They follow on the heels of the millennials (born between 1981 and 1996) As a result of the COVID-19 pandemic, members of Gen Z face a future more uncertain than many previous generations encountered ● Gen Z is the generation born between 1995 and 2010 (Francis & Hoefel, 2018) Gen Z has the features of the “network generation” due to the highly developed digital era in which they were born They are also described as the “Facebook generation”, “digital natives” or sometimes “iGeneration” (Tari, 2011) Gen Z 7 youth have been brought up in the first truly mobile era (Palley, 2012) The Kaiser Family Foundation reports that Gen Z youth are exposed to more media than any other activity other than sleeping, with a 67-minute daily increase in the number of time participants spent for and corresponding to the media in 2009, compared with 2004 (Rideout et al., 2010) LX LXI LXII LXIII 2.2 Gen Z purchasing capacity Gen Z has its own distinct characteristics, and youngsters belonging to this generation have different preferences, perceptions and behaviors than their parents That they are very famous people since they have a certain voice and influence on the cyber community TikTok influencers are the one stop for brand awareness, as well as strengthen bonds with customers and make better engagement with ideal markets.consume goods and services are influenced to a great extent by technology They spend most of their time online and use high-end technological gadgets LXIV LXV In comparison with previous generations, Gen Z has the potential to make enormous improvements in marketing and purchasing propensities Their virtual presence is undeniably noticeable as they have a desire to follow the latest trends According to a study of 201 models conducted by advertising agency WhoSay (2018), 70% of advertisers intend to increase their budgets to engage influencers and celebrities for their marketing campaigns Around 90% of respondents believe that collaborating with influencers will have a positive impact on how people perceive their reputation The review carried out by Twitter and Annalect (2016) concluded that roughly 50% of customers on Twitter rely on recommendations from influencers as a direction to purchase goods LXVI 8 3 Consumer buying behavior LXVII LXVIII Applebum claimed that consumer behavior is closely linked to buying habits including repetitive actions turning into habits Likewise, Lemon & Verhoef, 2016 defined it as the synthesis of emotional, sensory and social awareness for decision making throughout the buy process To conclude, consumer buying behavior refers to the actions taken by consumers before purchasing a product or service (both online and offline) This process could include using research engines, responding to social media posts, or a variety of other activities Previous research shows that customers are inclined to be loyal to the brand when shopping online through social media rather than traditional channels (Danaber, 2003) LXIX LXX Understanding how consumers decide on a product allows businesses to fill a market gap and identify clearly the market demand, to be more precisely, which products are needed and which are obsolete Consumer behavior research also assists marketers in determining how to present their products in a way that has the greatest impact on consumers It is the key to reach and engage consumers and convince them to purchase products and services LXXI LXXII LXXIII LXXIV 4 Influencer marketing and TikTok influencer LXXV LXXVI 4.1 Influencer marketing LXXVII LXXVIII When a public figure on social media endorses a service or product,this is known as influencer marketing This new form of promotion from influential 9 people works based on trust Adverts are no longer considered reliable Everyone is more skeptical of the messages they are exposed to, especially the youth They are more likely to purchase products that were used, experienced and recommended by others 88% Gen Z and Millenials learned about goods they desire on these virtual platforms, and nearly two-thirds of them follow an influencer Brands take benefits from these two stats and implement influencer marketing policies LXXIX LXXX 4.2 TikTok influencer LXXXI LXXXII TikTok influencers can be simply considered as people with large followers and interactions on this platform They are users that have a more extensive reach than most, whose short videos have earned them an online fanbase Likewise, it can be understood that they are very famous people since they have a certain voice and influence on the cyber community TikTok influencers are the one stop for brand awareness, as well as strengthen bonds with customers and make better engagement with ideal markets LXXXIII 5 Research gap LXXXIV LXXXV Through an overview of domestic and international research, our group found that the study has these followings novelties and contributions: ● Overseas scope: This is a topic rarely chosen by author/groups of authors for research Most people focus on exploiting the general aspect of the entire social application that affects the behavior of young people, rather than specifically targeting a certain audience ● Domestic scope: This is one of a few researches about the influence of TikTok application on online shopping behavior of Gen Z, specifically aging from 15 to 25 living in Hanoi 10 ● Our research is able to calculate and acknowledge both the general and specific view on the benefits/risks for brands and consumers, as well as the booming online shopping among the youth ● The research proposes methods of effective and rational use and management of users' experiences and impacts from TikTok Meanwhile, a number of influencer marketing policies are recommended for doing digital business LXXXVI IV Research methodology and methods LXXXVII 1 Research design LXXXVIII Methodological choice LXXXIX XC In this study, the object of research will be the influence of the Tik Tok application on online shopping decisions of the generation Z living in Hanoi The research will be conducted using two independent variables, namely Social Media (TikTok) and the dependent variable, namely Purchase Decision This research will be conducted on TikTok users XCI XCII Our research will follow Mixed-Methods Concurrent Triangulation Strategy This approach is used because of the following reasons (Creswell and Plano Clark 2007; Johnson and Christensen 2004; Johnson and Onwuegbuzie 2004): It can provide answers to a wider range of research issues; combining qualitative and quantitative methods can strengthen each method while overcoming its flaws; utilizing a mixed-methods strategy can enhance data insights and comprehension that might otherwise go unnoticed when employing a single approach; Integrating qualitative and quantitative data can offer compelling support for conclusions, and triangulating data from several methods improves the reliability of the findings utilizing quantitative and qualitative techniques 11 independently throughout a single phase of data collection and analysis to produce richer and more in-depth answers to the research questions XCIII XCIV There will be a possible variable that could be difficult to measure is the correlation of the TikTok advertisement and the consumption rate of a certain product For example, if a certain product is advertised on TikTok, then it could be a challenge to calculate and obtain the purchase rate of it We think of two possible solutions: (1) Using panel data to calculate the correlation by observing the changes in the products in three periods: Pre-advertise, Advertise and Postadvertise This method will recruit the help of KOL(s) who joined TikTok Shop Network in order to obtain precise data (2) Using an equal replacement, which instead of measuring the correlation, we could use the questionnaire on how the consumers decide to purchase a certain product on Tik Tok to find out the correlation XCV XCVI Research strategy XCVII Survey in the form of questionnaires using a Likert, then distributed online on Google Forms to collect responses from participants XCVIII Deductive research approaches will be applied We will study and read existing theories of the influence of TikTok on its users’ consumption behavior, and then test hypotheses that emerge from those theories XCIX The population that will be taken for use in this research are TikTok users who had at least one successful purchase on the platform C CI CII CIII CIV Time horizon 12 We will apply cross-sectional data analysis Our research will collect data CV on the consumption of Generation Z TikTok users in the duration of 3 weeks CVI The datasets will record responses of TikTok users on multiple variables relating to online purchasing activity and its relation with TikTok CVII 2 Data collection CVIII TikTok's audience in Vietnam has exploded, particularly among Gen Z users, reaching 55 percent penetration by the end of Q1, 2021 (Decision Lab's connected consumer report for Q1 2021), therefore this is the age group that was chosen for the research CIX To collect data when conducting research, the technique for sampling used is Non-probability sampling - Purposive sampling This sampling technique is used due to the large number of TikTok users in Hanoi, therefore, we categorize the participants of the study by making the following criteria: a TikTok App Users in Hanoi b TikTok App Users whose age range from 15-25, namely from gen Z (people at this age are used to doing online shopping) CX We use the Bernoulli formula to find out the total sample of the research The sample minimum in this study is 145 respondents based on the calculations results Therefore, we will round the sample number to 150 respondents in an attempt to make the results obtained more precise CXI CXII The research will use self-collected data since there is yet any datasets for the consumption of the consumers under the influence of TikTok The source of research data, primary data is from questionnaires using a Likert, then distributed 13 online on Google Forms The data will be taken from questionnaires sent to 5 universities’ student groups under the representatives of 5 different surveys with a maximum of 20 students per school The survey contains three sections The first part includes the question to filter eligible participants (TikTok users) The second part includes the demographic variables, which are gender and age The questionnaire only focuses on Gen Z living in Hanoi The third section consists of 20 items, all were measured by using a Likert scale from “1” for strongly disagree to “5” for strongly agree CXIII CXIV We use both primary and secondary data to construct our research For primary data, we use questionnaires and surveys to collect information Secondary data is taken from various sources such as books, journals, newspapers or other sources related to research CXV Ethics, validity and reliability V CXVI CXVII Ethics CXVIII It should come as no surprise that numerous professional groups, governmental organizations, and universities have created specific codes, norms, and policies relating to research ethics given the significance of ethics for the conduct of research It is a crucial component of research and must continue to be at the forefront of our efforts CXIX ● Voluntary participation and consent: Our group is certain about our research We do not feel pressured into taking part in this study According to informed consent, a person must expressly consent to participating in the study The consent form can be viewed as a declaration of trust between the participant and the researcher We are well-informed of this and are all willing to participate in this research 14 ● Informed consent: a cover letter explaining the study is sent along with the survey to make sure that participants know the purpose, benefits, risks behind the study before they agree or decline to give consent on participation ● Anonymity: Our survey guarantees anonymity by not collecting any personally identifying information—for example, names, phone numbers, email addresses, IP addresses, physical characteristics, photos, and videos ● Sampling: Our objective group is all Gen Z living in HaNoi, specifically TikTok Gen Z users And our sample group is a group of 150 students aged 15 to 25 from different high schools and universities in Hanoi We choose to leave out the others because the majority of TikTok users are youth and adolescents Moreover, nowadays, online shopping has become extremely popular among young adults, and when TikTok KOLs started doing review videos, it has created a shopping wave among the internet users ● Confidentiality: The confidentiality of our survey participants' information will remain secured If a participant is at risk of harm, we will protect them However, this might require releasing confidential information ● Risk of harm: We must take all reasonable precautions to safeguard study participants In this case, the risk to benefit ratio should be our main concern If potential dangers outweigh potential benefits, the study should be scrapped or redesigned We must assess the risk to benefit ratio as the study goes along to account for the possibility of harm ● Reference: Our research reports are certain to fully list out the document we used to refer This action shows respect towards the authors CXX CXXI ● Validity Internal validity: From the research, we can come to the conclusion that TikTok has affected the shopping behavior of Gen Z in Ha Noi, specifically it has increased the popularity of online shopping This is sure to be true However, TikTok is not the only factor affecting this As the internet develops, a lot of online 15 shopping apps with appealing advertisements also play an important role in the development of online shopping, especially in Ha Noi, the capital of VietNam This is considered as a threat to our internal validity External validity: As Ha Noi is one of the biggest city in VietNam, our research ● can surely be applied to more cities and population in VietNam and also in the world Criterion validity: We use both primary and secondary data to construct our ● research For primary data, we use questionnaires and surveys to collect information We believe this is the best way to gain reliable data for our research CXXII CXXIII ● Reliability Use of social media: According to Voramontri (2018), social media users found decision-making easier and more enjoyable than those who used other information sources They also felt more confident and satisfied during the process The study discovered a positive impact of social media use on consumer purchasing behavior What's interesting about social media is that it helps users in a variety of fields, including business, marketing, advertising, and education Based on that, the following hypothesis is developed in this study In our case, TikTok is no less different In recent years, TikTok the amount of time Gen Z in Ha Noi spend using TikTok has increased dramatically Therefore, TikTok also affects shopping behavior ● Concern of privacy: Brown and Muchira (2004) discovered no relationship between consumers' intention to engage in online purchasing Li (2014) discovered a non-significant negative relationship between an individual's privacy concerns dimensions and the behavioral intention of disclosing personal information and making a purchase on an online store Similarly, Schwaig et al (2013) discovered a negative relationship between users' privacy concerns and their intention to transact online Liao et al (2011) discovered a negative relationship between privacy concerns and the intention to transact in an online environment Stewart 16 and Segars (2002) discovered that individuals who are concerned about the privacy of their personal information would refrain from keeping their personal identifiable information from online transactions in order to protect their identity The following hypothesis is based on this research ● Trust in information: Trust is essential in the development of e-commerce In a business-to-consumer relationship, trust in the e-vendor is critical in assessing transaction risk (McCole et al, 2010) E-commerce relies heavily on trust (Aljifri et al, 2003) There are various definitions of trust based on various dimensions of benevolence, integrity, ability, competence, and empathy (McKnight et al, 2002) Consumers' perceived trust is significantly influenced by the social relationships they form on social media (Pan and Chiou, 2011) Social support is generated through interactions on these platforms As a result, social support generated through social media influences trust (Weisberg et al., 2011) Furthermore, more positive comments, feedback, and higher ratings lead to increased trust in a vendor (Ba and Pavlou, 2002) According to the study, the quality and quantity of information generated by customer reviews influence purchase intent by increasing trust According to the study, the online purchaser is influenced by trust in the transaction and the network (McCole et al, 2010) According to the study, customer purchasing behavior has a positive and significant impact (Lu et al, 2010) Furthermore, trust is critical in determining a consumer's behavioral intentions as well as actual behavior (Gefen et al, 2003) Indeed, the more trust consumers perceive, the more likely they are to purchase (Han and Windsor, 2011) As a result, trust is likely to have an impact on transaction intent (Pavlou, 2003) In this study, the following hypothesis is developed based on that ● Security on social media: With an increasing number of people using social media, it provides a large amount of information they require, connects them with companies, allows them to choose their desired products using their fingertips, and creates insecurity on the internet Every day, unethical and illegal activities take place To gather information, various cybercrimes (hacking, sniffing, worms, 17 viruses) are used People's collected information is now the primary weapon These internet activities had a negative impact on consumer purchasing behavior According to Arekar et al (2018), social media has a positive effect on variety seeking buying behavior, and security on social media has a significant positive impact on consumers' intentions to purchase a product CXXIV Scope and delimitation of the research VI CXXV CXXVI ● Scope of the research The scope of a study explains the extent to which the research area will be explored in the work and specifies the parameters within which the study will be operating ● We want to study the impact of TikTok on online shopping behavior patterns of Gen Z living in HaNoi However, it is not possible for us to cover every aspect of the topic So the scope will have to be narrowed down to a certain section of the target population In this case, our scope will be narrowed down to a group of 150 undergraduates in some high schools and universities in HaNoi Their behavior patterns in school can be observed for a duration of 3 weeks These would form the delimitations of the study CXXVII CXXVIII ● Delimitation of the research Thus, delimitations are the characteristics that limit the scope and describe the boundaries of the study, such as the sample size, geographical location or setting in which the study takes place, population traits, etc ● We choose to narrow our group to 150 students in high schools and universities in HaNoi as it would be easier for us to collect raw data Moreover, most of Gen Z now are students and undergraduates Therefore, the student group will be able to represent our research study object CXXIX 18 VII Contribution of the study CXXX CXXXI This research will provide new insights into application of Tik Tok specifically on its ecommerce CXXXII Through this research, the community will be able to realize the CXXXIII significance of Tik Tok As a result, people and businesses will be encouraged to promote transactions on the Tik Tok platform Specifically, this research will benefit businesses and shop owners in deciding which marketing strategy they should employ Online enterprises may also consider the result of this research to review their current marketing strategy CXXXIV Moreover, the analysis that is presented in this study will convey valuable CXXXV information for future research that will explore the various benefits of TikTok for merchants and other e-commerce platform CXXXVI VIII Structure of the thesis report CXXXVII 1 Introduction 2 Theoretical overview and hypothesis building CXXXVIII CXXXIX 2.1 Definition of Consumer behavior 2.2 Theoretical foundations and research hypotheses 3 Research methodology and methods CXL 3.1 Research design CXLI 3.2 Data collection 4 Results 5 Suggestions 6 Conclusion and discussion 19 CXLII Timeline of the research project IX CXLIII We have listed out some phases and tasks that need to be done CXLIV Furthermore, the deadlines are set so that we can keep track on our work CXLV CXLVI.CXLVII Research No phase CL CLI 1 CXLVIII Background research ● and literature Objectives Get advice from CXLIX Date our CLII 14th supervisor ● review September Conduct a more thorough analysis of the pertinent literature ● Streamline the research issues ● Create a theoretical framework CLIII CLIV Research ● Construct questionnaires 2 design planning ● Determine the best online CLV 7th October and offline methods for attracting participation ● Finalize the collection and data analysis procedures CLVI CLVII Data collection 3 and preparation CLIX CLX Data analysis ● Participant recruitment andCLVIII 28th October questionnaire distribution ● Send survey to participants ● Analyzing 20 survey data CLXII 30th 4 statistically ● November Analyze survey transcripts thematically ● Write the chapters for the findings and discussion CLXI CLXIII.CLXIV Writing and 5 presenting the research ● ● Complete a full draft of CLXV 25th your thesis December Meet with your supervisor to go over feedback and revisions CLXVI.CLXVII Revision 6 ● Based on feedback, revise CLXIX 1st February, ● Obtain final draft approval 2023 from your supervisor ● Proofread ● Print, bind, and submit CLXVIII CLXX CLXXI CLXXII CLXXIII CLXXIV CLXXV CLXXVI CLXXVII CLXXVIII 21 X References CLXXIX Koreascience.kr CLXXX 2022 [online] Available [Accessed at: 9 October 2022] CLXXXI 2022 CLXXXII [online] Available at: [Accessed 10 October 2022] CLXXXIII 2022 CLXXXIV [online] Available at: [Accessed 10 October 2022] CLXXXV CLXXXVI Omniconvert Ecommerce Growth Blog 2022 Consumer behavior in marketing - patterns, types, segmentation - Omniconvert Blog [online] Available at: [Accessed 9 October 2022] CLXXXVII Idea.gov.vn 2022 Cục Thương mại điện tử và Kinh tế số [online] CLXXXVIII Available at: [Accessed 10 October 2022] CLXXXIX CXC Pew Research Center’s Social & Demographic Trends Project 2022 On the Cusp of Adulthood and Facing an Uncertain Future: What We Know About Gen Z So Far [online] Available at: [Accessed 9 October 2022] 22 CXCI CXCII Aspin, J., 2022 Fifty-five percent of Gen Z now using TikTok in Vietnam: Facebook, YouTube launch 'Reels' and 'Shorts' [online] Decisionlab.co Available at: [Accessed 9 October 2022] CXCIII McCombes, S., 2022 How to Write a Research Proposal | Guide & CXCIV Template [online] Scribbr Available at: [Accessed 9 October 2022] CXCV Kottasz, B and Rita, C., 2020 Uses and gratifications sought by pre- CXCVI adolescent and adolescent TikTok consumers London: Kingston University, pp.468-470 CXCVII Aulia Asri Fawwazi, H., Kokom, K and Danial, R., 2021 SOCIAL MEDIA CXCVIII AND VIRAL MARKETING ANALYSIS OF PURCHASE DECISIONS THROUGH TIKTOK APPLICATIONS Jawa Barat: Universitas Muhammadiyah Sukabumi CXCIX CC Winarno, K O and Indrawati 2022 Impact of Social Media Marketing and Electronic Word of Mouth (E-WOM) on Purchase Intention Jurnal Aplikasi Manajemen, Volume 20, Number 3, Pages 668–683 Malang: Universitas Brawijaya DOI: http://dx.doi.org/ 10.21776/ub.jam.2022.020.03.15 CCI CCII 23 ... study, the object of research will be the influence of the Tik Tok application on online shopping decisions of the generation Z living in Hanoi The research will be conducted using two independent... explored in the work and specifies the parameters within which the study will be operating ● We want to study the impact of TikTok on online shopping behavior patterns of Gen Z living in HaNoi However,... purchasing and influencer marketing policies for businesses XXXVII Research question XXXVIII XXXIX How does TikTok affect the online shopping consumption behavior of the young generation from