Tag: Community-Trends

Research TikTok Shop in Germany: What Really Drives Purchases – New IU Study

TikTok Shop in Germany: What Really Drives Purchases – New IU Study

What drives people in Germany to shop on TikTok Shop? A new mixed-methods study by Annalena Sommer and Prof. Dr. Richard C. Geibel (IU International University of Applied Sciences) delivers surprising answers: Neither fear of missing out (FOMO) nor parasocial bonds with creators are the main drivers. Instead, Community Trends are by far the strongest …

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Research The Influence of Creator Content and Community Trends on TikTok Shop in Germany

The Influence of Creator Content and Community Trends on TikTok Shop in Germany

Abstract The bachelor’s thesis by Queenie Gehrke investigates the relationships between creator content, community trends, and TikTok Shop-related purchase orientation among active TikTok users in Germany. Additionally, the study examines flow experience, Fear of Missing Out (FOMO), and parasocial relationships with creators. The foundation of the study is a standardized online survey of 183 active …

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