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Research Questions:
RQ1: What factors within TikTok’s platform contribute to consumer decisions when purchasing from TikTok Shop?
RQ2: Outside of TikTok, what other influences attract consumers to purchase from TikTok Shop?
RQ3: How are consumer interactions on TikTok exposing them to more small businesses than they have encountered before?
Method of Research:
This study was completed through semi-structured interviews with members of Generation Z who have purchased from TikTok Shop. These interviews led to detailed conversations about their experiences while using the platform. Interviews also asked about the products they purchased, as well as what compelled them to purchase from TikTok Shop over another platform.
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Audience and Dissemination:
Audience and Dissemination:
The complete research will be uploaded to my LinkedIn profile. This will reach my target audience of communication professionals. That way, anyone who visits my profile can have a clear understanding of the field I want to enter and the skills I have to get employed at a position in that field. In addition, being able to explain ideas in in writing with an academic tone is a major asset to bring to employers.
Final Project Vision:
Final Project Vision:
The final product of this research project will feature the most relevant and attention-drawing information on this website. On the website there will be a link to specific pieces of the project, such as the literature review and results. This sections will go into much more detail about my findings. The website will display photos and visual aspects, specifically for people who aren't familiar with TikTok Shop's Platform.
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