TikTok's targeted advertising: Reshaping American Consumer Behavior Amiest Government Scrutiny

Targeted advertising has emerged as an innovative force in the digital economy, particularly within the e-commerce sector, by leveraging consumer data to deliver personalized advertisement . In the United States, platforms like TikTok have significantly influenced consumers behavior through such targeted strategies. However, the extensive use of consumer data by TikTok has raised national security concerns, leading the U.S. government to consider measures such as forcing ByteDance, TikTok's parent company, to divest its U.S.This situation underscores the profound impact of targeted advertising on American consumers, affecting their purchasing behavior and information consumption patterns.This paper would argue TikTok's targeted advertising strategies has reshape American consumers' purchasing behavior and decision making pattern by enhancing online shopping experience and more preferable goods.