Abstract
This conceptual paper investigates the impact of TikTok on customer purchase behaviours. It looks at the way consumers' views and decisions are influenced by influencers and short films. A conceptual model that outlines the way TikTok content, mainly those created by influencers, influences consumer decision-making is created from research that has already been published. TikTok's unique influence on consumer preferences can be attributed to its unique features, which include interactive aspects and short movies. The conceptual model provides an in-depth discussion of TikTok's influence on customer behaviour by blending ideas from digital communication research, marketing theory, and social psychology. The research highlights the dynamic and appealing power of TikTok and explores the theoretical underpinnings of social influence, user engagement, and the changing role of influencers in the TikTok community. This conceptual study lays the groundwork for upcoming research, assisting researchers as they examine the multilayered connection between TikTok and modern consumer behaviour. This conceptual paper primarily seeks to shed light on the various ways that TikTok influences consumers' decision-making processes.
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