The impact of TikTok on consumer behavior

: the case study of Gucci

Abstract

The objective of this study was to provide a thorough knowledge of how TikTok’s platform-specific features and the contents published on TikTok affect consumer interaction with luxury brands such as Gucci, and how this interaction differs depending on the type of content published. We also examined the motivations behind consumer engagement with Gucci’s TikTok content. This thesis followed an exploratory case study approach and qualitative methodology, involving the analysis of the Gucci casa. Data were collected through 18 semi-structured in-depth interviews with Portuguese TikTok users, to gather information about their motives, experiences, and feelings when interacting with content from luxury brands. The interviewees belonged to different age groups and had diverse backgrounds. Findings reveal that TikTok’s algorithm-driven personalization and CSR content are essential for stimulating consumer engagement with luxury brands, and more specifically with Gucci. Preferences for content that provide education and learning, personalized experiences, and a growing interest in CSR content show a shift in consumer behavior. Furthermore, the relevance of more interactive content formats, like “challenges”, and the primary role of entertainment in driving consumer-brand engagement, provide important guidelines for the development of effective engagement strategies on TikTok.

Date of Award	18 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)