Abstract
As TikTok continues to rise in popularity among social media users, brands, particularly small ones, face difficulties in finding ways to connect with customers on the site. The use of social networking sites by brands to interact with their target market has grown crucial for a number of reasons, including finding new audiences, advertising goods, and fostering connections. The purpose of this study was to investigate how small firms are using TikTok to reach Generation Z customers and how the consumers are interacting with the brand-related content in light of the growing academic interest in TikTok. With the help of Survey, in which 20 Gen Z participated, we came to a result that TikTok holds a huge potential as majority of participants had been influenced to purchase product/service they had seen on platform.
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