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Influence of Tiktok Trends on the Buying Intentions of Gen-Zs

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  • BULAZO MAE ANGELIQUE

    (Bachelor of Science in Business Administration major in Marketing Management, Cagayan Valley Computer and Information Technology College)

  • SOTTO, MARK

    (Bachelor of Science in Business Administration major in Marketing Management, Cagayan Valley Computer and Information Technology College)

  • BALTAZAR JOHN RYAN

    (Bachelor of Science in Business Administration major in Marketing Management, Cagayan Valley Computer and Information Technology College)

Abstract

This study investigates the Buying Intentions of Generation Z, focusing on their engagement with TikTok and how trends on this platform influence their buying decisions. Employing a quantitative methodology, 123 Generation Z respondents were selected randomly and analyzed using SPSS, with an emphasis on mean values, frequency distributions, and descriptive-correlational methods. The research reveals that Generation Z frequently uses TikTok and generally finds satisfaction in its content related to products. Key influencers such as authenticity and trustworthiness strongly impact their purchasing choices through TikTok trends. While age groups exhibit significant differences in decision-making factors, gender distinctions were not observed. Factors like authenticity, social proof, and trendiness wield substantial influence over Generation Z’s perceptions of product information, trust levels, and entertainment value, crucially shaping their buying behaviors. These findings underscore the importance of understanding how social media platforms like TikTok serve as influential channels for young consumers, highlighting the nuanced interplay between content authenticity, social validation, and trend appeal in driving consumer preferences and purchasing decisions among Generation Z.

Suggested Citation

  • Bulazo Mae Angelique & Sotto, Mark & Baltazar John Ryan, 2025. "Influence of Tiktok Trends on the Buying Intentions of Gen-Zs," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(14), pages 438-452, February.
    • Handle: RePEc:bcp:journl:v:9:y:2025:i:14:p:438-452
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    References listed on IDEAS

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    1. Jose A. Flecha Ortiz & María Los M. Santos Corrada & Evelyn Lopez & Virgin Dones & Vivian Feliberty Lugo, 2023. "Don't make ads, make TikTok’s: media and brand engagement through Gen Z's use of TikTok and its significance in purchase intent," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 535-549, November.
    2. Johnson, Devon & Grayson, Kent, 2005. "Cognitive and affective trust in service relationships," Journal of Business Research, Elsevier, vol. 58(4), pages 500-507, April.
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