Tag: TikTok Shop

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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