TY - GEN
T1 - The influence of TikTok in portuguese millennials’ footwear consumer behaviour
AU - Duarte, Alexandre
AU - Albuquerque, Luís
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
PY - 2024/5/16
Y1 - 2024/5/16
N2 - This study focusses on the influence of TikTok on Portuguese millennials’ footwear consumer behaviour. Recent data shows that there are over 3.5 millions of users in Portugal (almost half of the country’s total social media users), but little research has been done so far to understand how the platform impacts users and their consumer behaviour, specifically regarding the footwear industry. This investigation emphasizes how different strategies in Marketing (content marketing, influencer marketing, word-of-mouth, virality) are perceived by the consumers and to what extent it influences their purchase intentions. A mixed methodology was implemented, including a quantitatively analysis of an online survey with 142 valid participants, and then a qualitative analysis of two focus groups, to complement the information. The results concluded that TikTok is very influential with Portuguese millennials’ footwear consumption.
AB - This study focusses on the influence of TikTok on Portuguese millennials’ footwear consumer behaviour. Recent data shows that there are over 3.5 millions of users in Portugal (almost half of the country’s total social media users), but little research has been done so far to understand how the platform impacts users and their consumer behaviour, specifically regarding the footwear industry. This investigation emphasizes how different strategies in Marketing (content marketing, influencer marketing, word-of-mouth, virality) are perceived by the consumers and to what extent it influences their purchase intentions. A mixed methodology was implemented, including a quantitatively analysis of an online survey with 142 valid participants, and then a qualitative analysis of two focus groups, to complement the information. The results concluded that TikTok is very influential with Portuguese millennials’ footwear consumption.
KW - Consumer behaviour
KW - Content marketing
KW - Electronic word-of-mouth
KW - Influencer marketing
KW - Millennials
KW - Social media marketing
KW - TikTok
UR - http://www.scopus.com/inward/record.url?scp=85194282418&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-60328-0_12
DO - 10.1007/978-3-031-60328-0_12
M3 - Conference contribution
AN - SCOPUS:85194282418
SN - 9783031603273
VL - 4
T3 - Lecture Notes in Networks and Systems
SP - 117
EP - 126
BT - Good practices and new perspectives in information systems and technologies
A2 - Rocha, Álvaro
A2 - Adeli, Hojjat
A2 - Dzemyda, Gintautas
A2 - Moreira, Fernando
A2 - Poniszewska-Maranda, Aneta
PB - Springer Science and Business Media Deutschland GmbH
T2 - 12th World Conference on Information Systems and Technologies, WorldCIST 2024
Y2 - 26 March 2024 through 28 March 2024
ER -