COM205 Research Communications
Dr. Kelly Tenzek
Research Proposal: Stage 5
Chiong Ashley Xuan Tee (50491293)
Faizal Wahyuni Nurul Hannah Bte (50491322)
Lim Yu Xin Joey (50491432)
Matalubos Marielle Hermosura (50491410)
Smith Chelsea Mei (50491587)
Tan Claris (50491467)
Abstract (draft)
With the increasing popularity of social media platforms, especially TikTok, and the rising
exposure to social media buying behavior, it is crucial to understand how social media influences
consumer behavior and its potential impact on the environment. This research study aims to
explore the mediating role of social media in shaping consumer attitudes, preferences, and
purchasing habits among young individuals aged 18 to 24 years. The literature review in this
study highlights TikTok Shop’s strengths and contributing features, such as sales characteristics,
social interactions and tailored algorithms that suggest appropriate product videos. It also
explores the larger context of social media’s impact on consumer behavior, highlighting the
importance of understanding consumer buying behavior better. To investigate this relationship, a
cross-sectional quantitative research method, specifically survey, will be used to study this
association. Random sampling and the snowball effect will be used to recruit participants. The
findings will contribute to a better understanding of the role of social media in shaping consumer
attitudes and behaviors, helping to influence future initiatives for sustainable consumption in the
digital era by providing a deeper understanding of the impact of social media in changing
consumer attitudes and actions.
Influence of Social Media on Buying Behaviours
This research topic focuses on the mediating role of social media, specifically TikTok, in
influencing consumer behaviors and its impact on the environment. According to Business of Apps
(2023), the total number of active TikTok users peaked at 1.4 billion as of 2022. Additionally, the
app has garnered 3 billion downloads. With the rise of the platform and an expected number of 1.8
billion monthly active by the end 2023. Individuals who are active on the app are constantly being
exposed
to
new
products
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and globalization, individuals are increasingly exposed to a myriad of competing product
information and celebrity endorsements, both of which have the potential to sway their purchasing
decisions and consumer behaviors. By exploring how exposure to social media shapes buying
behaviours we can gain better insights into the underlying mechanisms that drive consumer
choices, which is critical in addressing the potential environmental consequences of excessive
consumerism. The research topic is chosen due to prevalent global environmental issues in recent
years. However, there is a staggering number of individuals who are vulnerable to the inaccurate
portrayal of consumerism and the downplayed environmental effects. This is due to a festering
ignorance among consumers, with the lack of environmentally-conscious mindsets despite easy
access to vast information online to attain self-awareness (Panizzut, et al., 2021). They blindly
partake in excessive consumption of products that leads to the growing problem of environmental
degradation and the absence of initiative or acknowledgement. Key Opinion Leaders (KOL)
online, including social media influencers and celebrities also have major influence on their mass
audiences in amplifying and accelerating environmental issues such as resource depletion and
waste generation (Cespedes-Dominguez, et al., 2021). The findings above seek to educate social
media users to make more informed purchasing decisions within the role of a consumer and also
advocate for social responsibility and awareness for the environment.
TikTok Shop features and consumer perception
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TikTok, a popular social media platform, has recently introduced TikTok Shop, an E-commerce
feature that enables users to buy and sell products directly within the app. TikTok Shop offers
several distinctive features that contribute to its appeal and convenience for users. Firstly, the
platform includes a sales feature or link on video feeds, allowing a smooth transition from engaging
in content to direct product transactions (Ratnapuri et al., 2023). This combination of video content
and e-commerce creates a seamless buying experience.
TikTok Shop also cultivates a social community by offering interactions on product videos such
as likes, shares, and comments. This social interaction fosters a bond between sellers and buyers,
increasing trust and boosting consumer decision-making. Furthermore, the platform’s customized
For You Page (FYP) algorithm recognizes users’ preferences and recommends related product
videos assuring targeted content delivery.
Consumers generally perceive TikTok Shop positively. Users appreciate the convenience and ease
of shopping right within the app. The ability to easily browse and buy things while browsing adds
to consumers' impulsive buying behavior. The platform’s social feature, with its engaging
community, develops a sense of authenticity and trust among consumers. Positive reviews and
feedback on products from consumers are also important in molding consumer attitudes. TIkTok
Shop’s blend of user-generated content with e-commerce creates a one-of-a-kind purchasing
experience that consumers enjoy, generating interest.
Overall, TikTok Shop, as a growing e-commerce feature of TikTok, provides unique features that
improve the user experience and facilitates consumer purchasing behaviors. Consumers have a
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positive perception of TikTok Shop due to its convenience, social engagement and personalised
recommendations.
Social media usage and consumer purchasing behaviour
Social media, defined as an internet-based platform for creating connections and relationships with
like-minded individuals, has become a powerful tool in shaping consumer behaviour (Gupta &
Chopra, 2020). With a projected increase to 7 billion users by 2027, social media has gained
significant popularity worldwide (Statista, 2023). In response, forward-thinking companies have
shifted their approach to consumer engagement by integrating social media platforms into their
strategies, utilizing them as central hubs for disseminating product-related information, building
brand awareness, and shaping consumer behaviour (Pütter, 2017).
The amount of time individuals spend on social media platforms has increased steadily over the
years. For instance, Kemp (2023) reveals that the average working-age internet user now spends
over 2½ hours per day on social media, representing a 2% increase from early 2022. Furthermore,
when considering cumulative time spent by Android users, TikTok ranks first with users spending
23.5 hours per month, followed by YouTube with 23 hours and 09 minutes, Facebook with 20
hours, and Instagram with approximately 12 hours per month.
This increased usage of social media has had a profound impact on consumer behavior. Social
media platforms provide a wealth of information regarding consumer attitudes towards brands,
enabling social interactions that foster trust and influence buying behaviour. Consumers now have
easy access to product information and can share their experiences, opinions, and knowledge with
a receptive audience. The power of personal reviews and comments to influence purchasing
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decisions has expanded exponentially with the rise of social media, empowering millions of users
to shape the choices of others based on their insights (Palalić et al., 2020).
In conclusion, social media's influence on consumer behavior is undeniable. As users spend
increasing amounts of time on these platforms, they engage with brands, share information, and
contribute to the shaping of consumer preferences and choices.
Gupta, S., & Chopra, C. (2020). Impact Of Social Media On Consumer Behaviour. ResearchGate.
https://doi.org/10.13140/RG.2.2.26927.15527
Kemp, S. (2023). Digital 2023 Deep-Dive: How much time do we spend on social media? —
DataReportal
–
Global
Digital
Insights.
DataReportal
–
Global
Digital
Insights.
https://datareportal.com/reports/digital-2023-deep-dive-time-spent-on-social-media
Palalić, R., Ramadani, V., Gilani, S. M., Gërguri-Rashiti, S., & Dana, L. P. (2020). Social media
and consumer buying behavior decision: what entrepreneurs should know? Management Decision,
59(6), 1249–1270. https://doi.org/10.1108/md-10-2019-1461
Pütter, M. (2017). The Impact of Social Media on Consumer Buying Intention. Journal of
International Business Research and Marketing, 3(1), 7–13. https://doi.org/10.18775/jibrm.18498558.2015.31.3001
Statista. (2023, February 13). Number of worldwide social network users 2027 | Statista.
https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
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Literature Review (submitted ver - stage 3)
In recent years, there has been a plethora of research done on social shopping due to its relevance
in modern times. This literature review aims to explore the relationship between social media usage
and consumerism by examining relevant studies and theoretical frameworks.
In the past year, TikTok Shop has surfaced as a promising e-commerce feature of the popular
application that allows users to make purchases or sell on the platform itself. Via analysis of
TikTok shop in the Indonesian geographical region, strengths have been identified, including sales
feature / link on video feeds that leads users to the shop directly, a social community that allows
online interactions in the form of likes / shares / comments allowing for intimate relationships
formed between sellers and buyers and the sheer ease and convenience of buying and selling as
well as a wide range of payments offered. Other contributing factors that influence consumers'
satisfaction: FYP algorithms identify users’ interests and promote relevant product videos to them
(Ratnapuri et al., 2023).
From our literature review we have decided on proceeding with a research question for our
proposal; what is the relationship between social media, specifically TikTok and consumerism?
Stage 4: Methodology (submitted ver)
IRB
Statement
The study will be conducted in accordance with ethical principles and guidelines set forth by the
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Institutional Review Board (IRB). The necessary IRB approvals and permissions will be sought
and obtained prior to the commencement of the study. Participation in the study will be entirely
voluntary, and participants may withdraw their involvement at any time without consequence.
Clear instructions will be provided to participants on how to withdraw from the study and have
their data removed, if desired. They will also receive a small compensation of Flash Coffee credits
worth $10 upon completion of the surve. The portion of the compensation and this survey in
general is a privately funded survey from our own pockets. This survey requires participants to be
a minimum age requirement of 18 years old and a written informed consent will be required for
participation. All information that is collected from this study will be kept private and confidential
and will only be used for research purposes. All data collected will be coded and stored securely
to ensure anonymity. Identifiable information will be kept separate from research data, with access
limited to authorized personnel only.
Cover Letter
Hello, we are a group of Year 1 University at Buffalo students. We are pleased to invite you to
participate in our research study exploring the relationship between social media usage and
consumerism among youths aged 18 to 24 years old.
We recognize the increasing influence of social media platforms on the lives of young individuals.
This study aims to delve into the exposure of social media on buying behaviour, examining how
it shapes attitudes, preferences, and purchasing habits among today's youth.
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Your valuable insights will contribute significantly to our understanding of this emerging
phenomenon and help shape future strategies for youth engagement and well-being.
Rest assured that your responses and identity will be kept strictly confidential and used for research
purposes only. Your anonymity and privacy are of utmost importance to us. The aggregated results
will be analyzed and reported in a way that ensures no individual participant can be identified.
Please note that by clicking “next”, you are agreeing to participate in this questionnaire.
This survey will take approximately 15-20 minutes of your time. If at any time you wish to stop
the questionnaire, you are free to exit the survey with no repercussions by closing this window.
Should you have any questions or concerns regarding the survey or the research study, please feel
free to contact us at 8768 2340 or sixreseachers@buffalo.edu. We are here to assist you throughout
the process. Thank you for your time!
Research Question
What is the relationship between TikTok exposure and purchasing behavior on TikTok Shop
among youths?
Aim
To investigate the relationship between exposure on TikTok and the purchasing behaviors of
youths.
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Sampling
Method
Our sampling method consists of two parts. Firstly, we will implement the random sampling
method where we will select random individuals between ages 18-24 years that we have not
interacted with previously across the SIM campus. After which, we will request that they pass on
the survey to their peers, implementing the snowball effect. The Random Sampling method is a
beneficial way to select participants as it completely removes any bias that we may have. It also
allows us to have as much of a representative sample to the population as much as we can. The
Snowball Sampling method is an effective way to allow us to hit our targeted age group as well as
our desired number of respondents in a shorter time frame as we will be able to reach out to more
people. In addition, it removes any bias that might be present.
Participants
and
Procedures
For our research, we aim to obtain between 50 and 60 survey respondents (that meet our criteria)
all of whom fall between the ages of 18 to 24 and have purchased items through TikTok before.
We will be implementing a cross-sectional quantitative research method and the questions will be
self-administered in the form of a survey via Google Forms. The survey will start with filter
questions to ensure that the respondents are within the targeted sample. Once respondents meet
our targeted sample, they will be invited to answer the remaining questions of the survey. The
questions include multiple choice questions (with open-ended option), and five point likert scale
questions. We have presented the questions into three categories according to data points we intend
to collect - social media usage, social media commerce, and buying behaviors, to discover
correlating trends that may provide insight to answering our research question.
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Survey (Annex)
Introdutory Questions
Filter questions:
1.
Are you within the 18-24 year old age range?
●
Yes
●
No (If “No”, the survey will end)
Overview: TikTok is an up and coming social media application commonly used among youths.
Tiktok has added a new feature that allows users to directly purchase products from the platform,
revolutionizing the shopping experience for consumers also known as Tiktok Shop. (This is a short
excerpt that will be placed before the next question to allow viewers to gain more insight into our
topic.)
2.
Have you purchased items through TikTok Shop before?
●
Yes
●
No (If “No”, the survey will end)
Social Media Usage
3. How many hours do you spend on Tiktok a day on average?
●
Less than 1 hour
●
1 - 3 hrs
●
4 - 7 hours
●
More than 7 hours
4. Have you ever made a purchase based on a product or brand you discovered on
TikTok?
●
Yes
10
●
No
5. On average, how frequently do you browse or explore products on TikTok
Shop?
●
1 - 2 times a day
●
3 - 5 times a days
●
More than 5 times a day
6. What forms of content do you typically engage with on TikTok? (e.g., product
reviews, brand promotions, shopping recommendations)
●
Brand promotions
●
Comedy or entertainment videos (unrelated to products)
●
DIY or tutorial videos
●
Educational or informative content
●
Fashion and style inspiration
●
Food and recipe related content
●
Fitness and workout tips
●
Product reviews
●
Shopping recommendations
●
Travel and adventure inspiration
●
Others:______
Buying Behaviour
7. On average, how many products do you purchase from TikTok Shop in a
month?
●
1-2
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●
3-4
●
5-6
●
More than 7 times
8. What type of products do you purchase on TikTok Shop?
● Clothing and Accessories
● Beauty products (makeup /haircare/skincare/etc.)
● Electronics
● Food and Beverages
● Health and Wellness
● Others: _______
9. On average, what is the amount you spend on purchases from TikTok Shop in a
month?
● Below $50
● $50 - $100
● $101 - $150
● $151 - $200
● Above $200
● Others: _______
Social Media Commerce
10. Which are the features on TikTok that influence your buying behavior? (You may
choose more than 1 option)
●
For You Page with hyperlinks to recommended products
●
In app purchasing / buy buttons
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●
Able to view all available products easily on the shop (user interface)
●
Live streaming services with hyperlinks to recommended products
●
Personalized content shown
●
Others: _____
11. How likely are you to make TikTok Shop purchases based on personal interest in
the products being offered?
●
Most likely
●
Somewhat likely
●
Neutral
●
Somewhat likely
●
Least likely
12. How likely are you to make TikTok Shop purchases based on availability of
discounts and promotions?
●
Most likely
●
Somewhat likely
●
Neutral
●
Somewhat likely
●
Least likely
13. How likely are you to make TikTok Shop purchases with the endorsements from
Social Media Influencers?
●
Most likely
●
Somewhat likely
●
Neutral
13
●
Somewhat likely
●
Least likely
14. How likely are you to make TikTok Shop purchases based on influence from social
media influencers?
●
Most likely
●
Somewhat likely
●
Neutral
●
Somewhat likely
●
Least likely
15. How likely are you to purchase from TikTok Shop based on influence from close
social networks (e.g., friends, family)?
●
Most likely
●
Somewhat likely
●
Neutral
●
Somewhat likely
●
Least likely
16. How likely are you to make TikTok Shop purchases based on your desire to keep
up with current trends?
●
Most likely
●
Somewhat likely
●
Neutral
●
Somewhat likely
●
Least likely
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17. How likely are you to make TikTok Shop purchases due to its convenience (ease
of purchase, returns, shipping, etc.)?
●
Most likely
●
Somewhat likely
●
Neutral
●
Somewhat likely
●
Least likely
17. How likely are you to make TikTok Shop purchases due to availability of customer
reviews?
●
Most likely
●
Somewhat likely
●
Neutral
●
Somewhat likely
●
Least likely
18. How would you rate the influence of the time spent on the TikTok Shop on your
purchasing decisions?
●
High
●
Moderate
●
Low
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Reflection
Reflecting on the process of writing a research paper, there were several things we learned and
picked up along the way. Firstly, this research paper allowed us to understand the distinction
between quantitative and qualitative research approaches better as we had to delve deeper into the
approaches. This exploration allowed us to understand the strengths and weaknesses of each
method and select the most appropriate one for our study. Through this, we recognized how
quantitative research focuses on numerical data and statistical analysis, while qualitative research
emphasizes subjective experiences and in-depth understanding. As mentioned in the above
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research paper, with this knowledge we gained, we ended up deciding on a quantitative research
approach.
Another important aspect we grasped was the disparity between a hypothesis and a research
question. We comprehended that a hypothesis is a tentative statement that suggests a relationship
between variables, whereas a research question poses an inquiry to be explored. This
differentiation enabled us to articulate our research objectives effectively and guide our
investigation with clarity. It was crucial that we were clear what a research question aimed to
accomplish as we had chosen to center our paper along this research question: What is the
relationship between social media exposure through TikTok and purchasing behavior on TikTok
Shop among youths?
Throughout the writing process, we aimed to enhance the coherence and readability of our paper.
We realized the significance of being intentional with our points, ensuring a smooth flow that
facilitated understanding for the reader. By structuring our arguments and ideas in a logical
manner, we created a more engaging and accessible piece of work.
However, we also encountered several challenges during the research paper writing process. One
major hurdle was having to revise our research question multiple times. As we delved deeper into
the topic and refined our understanding, we had to modify our initial research question to align
with the scope and focus of our study. This iterative process demanded careful consideration and
critical evaluation to ensure that our research question accurately captured the essence of our
investigation. Due to this, we ended up with a different research question than we started out from.
Another difficulty we faced was the struggle to establish quantifiable variables. Quantifying
variables was essential to conduct a quantitative analysis, but we encountered obstacles in defining
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measurable parameters. It required careful deliberation to identify appropriate variables that could
be objectively measured, providing meaningful data for our study. In turn, this helped us with our
methodology, allowing us to come up with survey questions that would help us collect useful data.
Furthermore, we encountered the need to streamline our research by reducing the number of
variables from three to two. Initially, we started off with the variables: Social Media, Key Online
Leaders (KOL) and Environmental Impact. This decision aimed to enhance clarity and avoid
complexity in our analysis. While it was challenging to narrow down our focus, it ultimately
contributed to a more focused and concise research paper. Our final two variables are: exposure to
social media and purchasing behaviors.
Despite the challenges we faced, there were several lifelines that helped us throughout the writing
process. We greatly benefited from the workshops conducted before each stage of the research
paper. These workshops provided us with a clear understanding of the expectations and
requirements for each section. They equipped us with the necessary knowledge and tools to
effectively navigate the research paper writing process. Additionally, the opportunity to seek
clarification and address our doubts and questions was invaluable. Being able to consult our
instructor at any point in time allowed us to gain insights and perspectives that assisted in refining
our research and strengthening our arguments. The guidance and support we received throughout
the process were crucial in shaping our thinking and ensuring our work met the necessary
standards. Lastly, the feedback we received at various stages of the writing process played a
significant role in directing us towards a clearer path. The constructive comments and feedback
highlighted areas of improvement and provided suggestions to enhance our paper's quality. It
allowed us to reflect on our work, make necessary revisions, and refine our ideas. This continuous
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feedback loop was instrumental in shaping our research paper into a more robust and coherent
piece of academic writing.
Overall, the process of writing this research paper taught us valuable lessons about quantitative
and qualitative research, formulating research questions, and improving the clarity and flow of our
writing. Although we encountered challenges along the way, the workshops, opportunities for
clarification, and feedback we received provided crucial support and guidance. Through this
experience, we developed a deeper understanding of the research process and honed our skills as
academic writers. Most importantly, we gained a greater knowledge of Research Communication
and how to apply it to our future fields of study.
References
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Cespedes-Dominguez, C., Fernandez-Robin, C., & McCoy, S. (2021). The effects of celebrity
characteristics on purchase intentions: a focus on consumer concern of environmental
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