Dark patterns on TikTok : A study on it’s prevalence and impact on user experience

This study explores the presence and influence of dark patterns in sponsored content on TikTok. Dark patterns are deceptive design strategies that point users toward actions that may not be in their best interest. With TikTok’s personalized algorithm and high interactivity, these strategies can be subtly embedded in the user experience, raising ethical concerns about autonomy and informed decision-making. To investigate the prevalence of dark patterns and their perceived effects on user behavior, the study employs a mixed-method approach. A quantitative content analysis of 250 sponsored TikTok videos was conducted to identify the types of dark patterns present, while semi-structured interviews with four women in their mid-twenties explored users’ emotional responses and reflections. The findings reveal that although most videos did not contain obvious dark patterns, urgency and social proof were the most commonly observed techniques. Interviews indicated that such strategies often triggered stress and skepticism toward content authenticity. In the discussion, results are linked to theoretical frameworks including Fogg’s Behavior Model, FOMO, nudging and the S-O-R model, which explain how digital stimuli affect emotional and behavioral responses. The study raises ethical questions about the boundaries between influence and manipulation in digital marketing.