The impact of TikTok influencer marketing on consumer behavior: A Study of Influencer Marketing on TikTok affecting Consumer Behavior among Generation Z

The primary objective of the thesis is to explore the impact of influencer marketing on consumer behaviors. In addition, this study was conducted to deliver its readers with a practical case, TikTok, emphasizing the impact of influencer marketing initiated on generation Z customers’ attitudes and responses. In this research paper, the author established a theoretical framework (Customer-Centric Influencer Marketing, Consumer Behavior Model, McClelland’s Learned Needs Theory, Theory of Priming Effect) through library research to investigate how influencer marketing could impact consumer behaviors. Furthermore, quantitative research was utilized to examine the effect of TikTok influencer marketing on Gen Z consumer behaviors and identify the crucial stages in the consumer decision-making process to optimize influencer marketing. With 110/156 valid responses, the SPSS program and Excel elicited the results with the selected theoretical framework and other supporting theories. An in-depth analysis indicated that influencers could impact consumer behavior based on the psychological core and social influences. Moreover, this concept of influencer marketing on TikTok signal the positive ef-fects on consumer behavior in general and two crucial stages of the Consumer Making Decision Process, namely Making judgments and decisions and Making Post-Decision Evaluations