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Description
TikTok has rapidly evolved into a major platform for product promotion and influencing purchasing decisions. Recent studies, both international and local, show that the platform affects young people's buying behavior through a combination of innovative marketing, engaging content, and authentic interactions. These findings reflect how TikTok is transforming the relationship between young people and brands, offering opportunities to better understand consumer behavior and adapt marketing strategies.
This paper aims to analyze the impact of TikTok on the purchasing behavior of young people in Romania and to identify the mechanisms through which the platform influences their relationships with brands. Through its findings, the paper seeks to make its own contribution to understanding the Romanian market, filling existing gaps in the current academic literature.
