HOW TIKTOK SHAPES AND INFLUENCES MODERN CONSUMER SHOPPING PATTERNS

Benediktus Rolando

Authors

Benediktus Rolando Universitas Dinamika Bangsa, Indonesia Author

Keywords:

Tiktok, Social Media Marketing, Digital Influence, Shopping, Product Discovery

Abstract

This study examines TikTok’s evolving role in shaping shopping trends, focusing on its impact on product discovery, brand awareness, and purchase intentions. By employing a systematic literature review (SLR) method guided by PRISMA protocols, the research synthesizes findings from 27 peer-reviewed studies published between 2020 and 2025. Bibliometric analysis using VOSviewer complemented the thematic synthesis, highlighting dominant research themes such as influencer marketing, algorithmic personalization, and e-commerce integration. The results reveal that TikTok’s short-form video content, influencer credibility, and personalized algorithmic targeting significantly influence consumer engagement and purchase behavior. Additionally, the integration of seamless in-app shopping features accelerates the transition from content discovery to sales conversion, reshaping the traditional consumer journey. The findings suggest that TikTok is not merely a social media platform but a transformative force in digital commerce, particularly among Generation Z consumers. Ethical concerns regarding data privacy and algorithmic transparency are also noted, signaling areas for future research. This review offers critical insights for academics and practitioners seeking to understand and leverage TikTok’s unique marketing dynamics in the evolving landscape of digital consumer behavior.

References

AFFILIATED MARKETING CONTENT IN SHOPEE THROUGH TIKTOK MEDIA ON PURCHASE DECISIONS. (2023). Revista de Gestao Social e Ambiental, 17(4). https://doi.org/10.24857/rgsa.v17n4-025

AlAfnan, M. A. (2024). Social Media Personalities in Asia: Demographics, Platform Preferences, and Behavior Based Analysis. Studies in Media and Communication, 12(3), 349–363. https://doi.org/10.11114/smc.v12i3.6925

Alcántara-Pilar, J. M., Rodriguez-López, M. E., Kalinić, Z., & Liébana-Cabanillas, F. (2024). From likes to loyalty: Exploring the impact of influencer credibility on purchase intentions in TikTok. Journal of Retailing and Consumer Services, 78. https://doi.org/10.1016/j.jretconser.2024.103709

Alghifari, F., & Sarwono, R. (2024). The Influence of Automotive Brand Awareness on Purchase Interest Through Social Media Usage of TikTok Case Analytics. Proceedings - 2024 2nd International Conference on Technology Innovation and Its Applications, ICTIIA 2024. https://doi.org/10.1109/ICTIIA61827.2024.10761599

Alhanatleh, H., Alghizzawi, M., Habes, M., Tahat, K., & Tahat, D. N. (2023). The Impact of Digital Marketing Through the TikTok Application on Purchase Intent. Proceedings - 2023 10th International Conference on Social Networks Analysis, Management and Security, SNAMS 2023. https://doi.org/10.1109/SNAMS60348.2023.10375451

Amson, A., Bagnato, M., Remedios, L., Pritchard, M., Sabir, S., Gillis, G., Pauzé, E., White, C., Vanderlee, L., Hammond, D., & Kent, M. P. (2025). Beyond the screen: Exploring the dynamics of social media influencers, digital food marketing, and gendered influences on adolescent diets. PLOS Digital Health, 4(2). https://doi.org/10.1371/journal.pdig.0000729

Arma, O. (2022). THE IMPACT OF VIRTUAL ANCHOR PERCEIVED WARMTH AND COMPETENCE ON CONSUMER PURCHASE INTENTION IN DIGITAL MARKETING. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira

Chen, H., & Ren, J. (2022). The Effect of Influencer Persona on Consumer Decision-Making Towards Short-Form Video Ads—From the Angle of Narrative Persuasion. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 13337 LNCS, 223–234. https://doi.org/10.1007/978-3-031-05014-5_18

Elliott, C., Truman, E., & Black, J. E. (2023). Tracking teen food marketing: Participatory research to examine persuasive power and platforms of exposure. Appetite, 186. https://doi.org/10.1016/j.appet.2023.106550

Espejo, L., Perez, N., Mendoza, C., & Gagarín, Y. (2025). A Systematic Review on Unique Characteristics of Generation Z and Their Impact on Purchasing Decisions. Journal of Ecohumanism, 4(1), 12–25. https://doi.org/10.62754/joe.v4i1.4079

Fabelina, V., & Tuhenay, I. B. (2024). The Influence of TikTok as a Marketing Tool for MSMEs on Public Buyer Interest. Proceedings of the International Conference on Electrical Engineering and Informatics, 158–163. https://doi.org/10.1109/ICELTICs62730.2024.10776124

Fan, W., Osman, S., Zainudin, N., & Yao, P. (2024). How Content Attributes of Short Video Influence Online Purchase Intention: The Mediating Role of Perceived Value. Journal of Wireless Mobile Networks, Ubiquitous Computing, and Dependable Applications, 15(3), 445–458. https://doi.org/10.58346/JOWUA.2024.I3.029

Ibrahim, A., Bani-Issa, W., AlMarzouqi, A., Al-awar, S., Ibrahim, S., Ibrahim, A., Ibrahim, H., Khalil, H., & Abdelrahim, D. N. (2025). The influence of social media food marketing on body mass index among college students: public health and media perspectives. Frontiers in Communication, 10. https://doi.org/10.3389/fcomm.2025.1525927

Ingriana, A., Prajitno, G. G., & Rolando, B. (2024). THE UTILIZATION OF AI AND BIG DATA TECHNOLOGY FOR OPTIMIZING DIGITAL MARKETING STRATEGIES. International Journal of Economics And Business Studies, 1(1), 21–42. https://doi.org/10.1234/IJEBS.V1I1.1

Kitsawad, K., & Boonchoo, T. (2024). Identifying Potential Instagram Influencers for E-commerce through a Hybrid Approach of Social Network Analysis and Online Sales Behavior. Proceedings - 2024 Joint International Conference on Digital Arts, Media and Technology with ECTI Northern Section Conference on Electrical, Electronics, Computer and Telecommunications Engineering, ECTI DAMT and NCON 2024, 302–307. https://doi.org/10.1109/ECTIDAMTNCON60518.2024.10480049

Larasati, F., Puspitarini, I., Aziz, A., Indra, R., & Mani, L. (2024). Factors Affecting the Distribution of Skincare Products through Brand Awareness on TikTok Platform. Journal of Distribution Science, 22(10), 79–90. https://doi.org/10.15722/jds.22.10.202410.79

Lin, C.-Y. (2021). Analysis of the Intention of Influencing the Continuous of TikTok Fans Based on SPSS Analysis. Proceedings - 2021 2nd International Conference on Education, Knowledge and Information Management, ICEKIM 2021, 607–615. https://doi.org/10.1109/ICEKIM52309.2021.00138

Madhavedi, S., Madzri, M., Hoo, W. C., Suhud, U., & Allan, M. (2025). Factors influencing the effectiveness of social media influencers on consumer purchase intentions: A study on apparel and footwear fashion marketing in Malaysia. International Journal of Innovative Research and Scientific Studies, 8(2), 704–723. https://doi.org/10.53894/ijirss.v8i2.5291

Maha, V. A., Hartono, S. D., Prajitno, G. G., & Hartanti, R. (2025). E-COMMERCE LOKAL VS GLOBAL: ANALISIS MODEL BISNIS DAN PREFERENSI KONSUMEN. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(1), 21–44. https://doi.org/10.1234/JUMDER.V1I1.9

Mardhiyah, A. S. (2022). TECHNOLOGY’S ROLE IN RESHAPING THE E-COMMERCE LANDSCAPE. Artificial Intelligence Research and Applied Learning, 1(2). https://journal.dinamikapublika.id/index.php/aira

Moreno, D. E., David, K. A., Delos Santos, K., Labapis, J.-I., Mariano, J. B., & Tseng, S.-C. (2024). Do you trust the influencer behind short-form video contents? the Impact of Influencer Credibility and Content Value on Consumers’ Purchase Decision. ACM International Conference Proceeding Series, 22–28. https://doi.org/10.1145/3675585.3675588

Mulyono, H. (2024). Pengaruh Diskon Tanggal Kembar Pada E-Commerce Terhadap Keputusan Pembelian | International Journal of Economics And Business Studies. International Journal of Economics And Business Studies (IJEBS), 1(1), 1–20. https://journal.dinamikapublika.id/index.php/IJEBS/article/view/2

Mulyono, H., Hartanti, R., & Rolando, B. (2025). SUARA KONSUMEN DI ERA DIGITAL: BAGAIMANA REVIEW ONLINE MEMBENTUK PERILAKU KONSUMEN DIGITAL. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(1), 1–20. https://doi.org/10.1234/JUMDER.V1I1.10

Noveria, D. Z., & Karjo, C. H. (2023). Analyzing the Language Functions of Food Advertising Contents in Instagram Reels and TikTok Videos. ACM International Conference Proceeding Series, 12–19. https://doi.org/10.1145/3599609.3599611

P, P., & S, R. (2024). ‘Sexy yes, obesity no’: the role of vloggers in influencing diet food purchase with self-openness moderation. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2351095

Pur, P., Rahayu, S., & Fatchurrohman, M. (2024). Endorsement model’s body size: advertising effectiveness to diet food purchase intention through digital celebrity credibility. International Review on Public and Nonprofit Marketing. https://doi.org/10.1007/s12208-024-00426-5

Putri, L. W. B. (2022). TRACING THE DEVELOPMENT OF MARKETING IN THE AI ERA: A COMPREHENSIVE LITERATURE ANALYSIS. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira

Rahardja, B. V., Rolando, B., Chondro, J., & Laurensia, M. (2025). MENDORONG PERTUMBUHAN E-COMMERCE: PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP KINERJA PENJUALAN. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(1), 45–61. https://doi.org/10.1234/JUMDER.V1I1.6

Rolando, B. (2024). CULTURAL ADAPTATION AND AUTOMATED SYSTEMS IN E-COMMERCE COPYWRITING: OPTIMIZING CONVERSION RATES IN THE INDONESIAN MARKET. International Journal of Economics And Business Studies, 1(1), 57–86. https://doi.org/10.1234/IJEBS.V1I1.4

Rolando, B., & Ingriana, A. (2024). SUSTAINABLE BUSINESS MODELS IN THE GREEN ENERGY SECTOR: CREATING GREEN JOBS THROUGH RENEWABLE ENERGY TECHNOLOGY INNOVATION. International Journal of Economics And Business Studies, 1(1), 43–56. https://doi.org/10.1234/IJEBS.V1I1.3

Rolando, B., & Mulyono, H. (2025a). Diverse Learning Environments on Students Entrepreneurial Intentions. International Journal of Pedagogy and Teacher Education-9, 9(1), 119–137. https://doi.org/10.20961/ijpte.v9i1.98592

Rolando, B., & Mulyono, H. (2025b). E-Commerce as a Catalyst for Digital Economy Development: A Study of Marketing Strategies and Their Impact. Journal of Distribution Science, 23(4), 61–79. https://doi.org/10.15722/jds.23.04.202504.61

Rolando, B., Ariyanto, K., Alexia, K. R., & Hartanti, R. (2022). PERAN AI DAN BIG DATA DALAM MENGOPTIMALKAN STRATEGI PEMASARAN DIGITAL. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira

Rolando, B., Chandra, C. K., & Widjaja, A. F. (2025). TECHNOLOGICAL ADVANCEMENTS AS KEY DRIVERS IN THE TRANSFORMATION OF MODERN E-COMMERCE ECOSYSTEMS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder

Rolando, B., Widjaja, A. F., & Chandra, C. K. (2025). UNDERSTANDING FASHION PURCHASING DECISIONS: A SYSTEMATIC REVIEW OF CONSUMER BEHAVIOR IN RETAIL (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/mosaic

Sanchez-Montoya, R., Ramos Reyes, D., Medranda-Morales, N., & Aguiar Mariño, N. (2024). Latin American Presidents on TikTok: Bukele, Lasso, and Maduro. Smart Innovation, Systems and Technologies, 375, 343–353. https://doi.org/10.1007/978-981-99-7210-4_32

Setiawan, B. L. T. (2022). ANALISIS PERAN AUGMENTED REALITY (AR) DALAM PEMASARAN DAN DAMPAKNYA PADA PERILAKU KONSUMEN. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira

Silveira, P. D., Sandes, F., & Xara-Brasil, D. (2023). The Impact of YouTube and TikTok Influencers in the Customer Journey: An Empirical Comparative Study Among Generation Z Users. Smart Innovation, Systems and Technologies, 337 SIST, 383–394. https://doi.org/10.1007/978-981-19-9099-1_26

Tan, D. M. (2022). A SYSTEMATIC REVIEW OF THE AI-POWERED MARKETING REVOLUTION: FROM TRADITIONAL TO DATA-DRIVEN APPROACHES. Artificial Intelligence Research and Applied Learning, 1(2). https://journal.dinamikapublika.id/index.php/aira

Tartaraj, A., Avdyli, D., & Trebicka, B. (2024). Accessing the TikTok Influencer Marketing on Consumer Behavior: An Econometric Examination. Journal of Educational and Social Research, 14(2), 346–365. https://doi.org/10.36941/jesr-2024-0048

Wahid, R., Karjaluoto, H., & Taiminen, K. (2022). How to Engage Customers on TikTok? International Conference on Information Systems, ICIS 2022: “Digitization for the Next Generation.” https://www.scopus.com/inward/record.uri?eid=2-s2.0-85192517814&partnerID=40&md5=e24ef85f16414d1358202ad15140c97f

Wang, Y. (2023). Exploring the Relationship Between Social Anxiety Concerning Appearance and the Economic Implications of TikTok’s Beauty Filters among Female Athletes in China. Revista de Psicologia Del Deporte, 32(4), 198–202. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85185270610&partnerID=40&md5=fcf19d8fd6dae0a3bbdf2e2c5a127f3f

Wei, L. H., Kian Lam, T., & Mey, L. P. (2025). Tailoring the digital pitch: gender-specific strategies for maximizing social media ad impact on purchase intention. Asia-Pacific Journal of Business Administration. https://doi.org/10.1108/APJBA-07-2024-0405

Widjaja, A. F. (2025). FACTORS INFLUENCING PURCHASE INTENTION IN E-COMMERCE: AN ANALYSIS OF BRAND IMAGE, PRODUCT QUALITY, AND PRICE. 1(3). https://journal.dinamikapublika.id/index.php/Jumder

Wijaya, A. J. (2022). PERAN DAN IMPLEMENTASI TEKNOLOGI KECERDASAN BUATAN DALAM PENGALAMAN KONSUMEN E-COMMERCE: SEBUAH TINJAUAN SISTEMATIS. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira

Winata, V. (2022). OPTIMIZING BIG DATA PROCESSING THROUGH ARTIFICIAL INTELLIGENCE: A SYSTEMATIC LITERATURE REVIEW. Artificial Intelligence Research and Applied Learning, 1(2). https://journal.dinamikapublika.id/index.php/aira

Ying, L. J., te Chuan, L., Rashid, U. K., & Abu Seman, N. A. (2025). Social Media Marketing in Industry 4.0: The Role of TikTok in Shaping Generation Z’s Purchase Intentions. Procedia Computer Science, 253, 2176–2185. https://doi.org/10.1016/j.procs.2025.01.278