TikTok’s influence on Generation Z’s Buying Habits and Behavior

As the digital era progresses, we continue to see how certain platforms capture the interest of various generations. Back then, Myspace rapidly appealed to millennials, and Facebook did the same with baby boomers. Today, TikTok is following their steps as it gains the interest of Generation Z in technologically advanced ways. In addition to providing entertainment, this short-video platform is now the go-to place to look for reviews of products or services. Due to this, the platform may be transforming how this age group behaves as a consumer. The overall purpose of this project was to further examine the impact this platform has on this generation and the reasons why they favor it over other social networking sites. This project will provide a general overview of TikTok, make comparisons to other social media platforms, and explain how and why it might be valuable for those in the marketing, advertising, or public relations fields