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Submitted January 18, 2024
Published 2024-01-23

Artículos

Vol. 11 No. 1 (2024): Revista Colón Ciencias, Tecnología y Negocios

Impact of Tik Tok marketing on consumer’s buying behavior

DOI https://doi.org/10.48204/j.colonciencias.v11n1.a4655

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References
DOI: 10.48204/j.colonciencias.v11n1.a4655

Published: 2024-01-23

How to Cite

Campines, F. (2024). Impact of Tik Tok marketing on consumer’s buying behavior. Revista Colón Ciencias, Tecnología Y Negocios, 11(1), 20–33. https://doi.org/10.48204/j.colonciencias.v11n1.a4655

Copyright (c) 2024 Revista Colón Ciencias, Tecnología y Negocios

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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Abstract

Companies have noticed the great reception that Tik Tok has to a significant part of the population driving their digital marketing strategies to achieve a larger outreach of their target market. The objective of this study is to determine the incidence of marketing with Tik Tok on consumer purchasing behavior. The methodology used has a mixed descriptive approach. The design of the is non-experimental cross-sectional. The technique for data collection has been through a survey to a sample of 226 undergraduate students from the School of Business Administration of the Regional University Center of Veraguas. The results show that 58.7% of respondents are influenced by the content found on Tik Tok to take decisions to buy either a product or a service.

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