Skrolla, Stanna, Shoppa : En kvantitativ studie om det korta videoformatets inverkan på Generation Z:s konsumtionsmönster

This study examines how short-form video-based marketing on TikTok influences purchase decisions among Generation Z, with a particular focus on impulse purchases. TikTok has quickly established itself as one of the most influential platforms among Generation Z, changing how this group consumes and is influenced by marketing. The platform’s short and entertaining videos create personalized experiences that can trigger impulse purchases. The purpose of the study is to identify which stimuli trigger impulse purchases among Generation Z on TikTok and analyze how these stimuli can influence each other. The study is based on the following two research questions: 1. Which stimuli in short-form video-based marketing have the greatest impact on Generation Z’s purchase decisions? 2. How do these stimuli influence each other? The theoretical framework consists of Fear of Missing Out, Need to Belong Theory, Social Comparison Theory, Stimulus-Organism-Response model, Social Proof Theory, Flow Theory and Impulse Buying Theory. The theoretical framework helps to explain why young consumers are particularly susceptible to this type of marketing. The study has a quantitative methodological approach and is based on a survey with a combined convenience and snowball sampling. A totalof 161 survey responses were collected from respondents in Stockholm, of which 25 were non-respondents. Data collection was carried out using a cross-sectional design. The survey collected information on TikTok usage, screen time, purchase categories and questions linked to the theoretical framework.T he results were analyzed using descriptive statistics, correlation analysis and regression analysis. These analyses showed that Fear of Missing Out, Flow, Need to Belong as well as technology-related, product-related and social stimuli have a significant positive impact on impulse purchases among Generation Z. In contrast, Social Proof and Social Comparison did not show strong direct relationships, but may have an indirect reinforcing effect. In conclusion, this paper contributes knowledge about the mechanisms that can influence young people's consumption on TikTok and provides insights that may be relevant for both consumers and marketers.