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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.