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 TikTok users in Germany, supplemented by an exploratory interview. The results show positive correlations across all examined constructs. In the multiple regression model, community trends, creator content, and flow experience made particularly significant contributions.
The Influence of Creator Content and Community Trends on TikTok Shop in Germany
The way consumers shop online is undergoing a fundamental transformation: moving away from classical, targeted searches (“Search and Buy”) toward spontaneous discovery and purchasing within social media platforms (“Discover and Get”). In particular, social commerce and formats like the TikTok Shop seamlessly integrate entertainment, community, and direct e-commerce.
A recent bachelor’s thesis by Queenie Gehrke at the International University of Applied Sciences (IU), conducted within the dual study program in Online Marketing, examines which factors influence the TikTok Shop-related purchase orientation of active users in Germany.
Key Findings of the Empirical Investigation
- Scientific Basis: The study is based on a standardized online survey of 183 active TikTok users in Germany, supplemented by an exploratory guideline-based interview.
- Strongest Driver (Community Trends): In the multiple regression model, community trends proved to be the strongest independent predictor (beta = 0.48, p < 0.001) for purchase orientation. The visible relevance and viral spread of products significantly increase purchase interest.
- Creator Content as Orientation: Well-designed, comprehensible, and informative posts by content creators also show a significant positive correlation (beta = 0.20, p = 0.003).
- Role of Flow Experience: Deep immersion in platform usage promotes product discovery and makes an independent explanatory contribution (beta = 0.19, p = 0.004). Furthermore, statistical patterns indicate that flow experience acts as a mediator (indirect effect) between platform stimuli and purchase orientation.
- Psychological Factors in Context: Fear of Missing Out (FOMO) and parasocial relationships did not show any independent statistical added value beyond the other factors in the combined models.
The S-O-R Model in the TikTok Shop Context
To explain the psychological and behavioral processes, the thesis utilizes the neo-behavioral Stimulus-Organism-Response Model (S-O-R Model):
- Stimulus (S): External platform stimuli such as creator content and community trends.
- Organism (O): Internal cognitive and emotional processing mechanisms such as flow experience, FOMO, and parasocial relationships.
- Response (R): The behavioral reaction, defined as TikTok Shop-related purchase orientation (including information search, past purchases, and purchase intention).
Practical Implications for Marketing and E-Commerce
For companies and brands, the findings yield concrete recommendations for the German market:
- Focus on Social Proof & Community Dynamics: Since community trends exhibit the strongest effect, brands should not merely book isolated influencer campaigns, but rather actively foster viral dynamics and organic product discussions.
- Credibility over Reach: Creator content must be informative, authentic, and precisely tailored to the target audience. Pure advertising messages without added value fail to achieve their intended impact.
- Seamless User Experience: Because TikTok Shop is sometimes perceived as less structured compared to established online shops, transparent purchasing processes, reliable reviews, and customer-friendly return options are essential.
Frequently Asked Questions (FAQ)
1. What is the TikTok Shop?
The TikTok Shop is an integrated e-commerce feature within the platform that allows users to discover and purchase products directly without leaving the app.
2. What role do community trends play in purchasing behavior?
According to empirical data, community trends are the strongest driver for purchase orientation, as viral products and visible group relevance strongly increase purchase interest.
3. How does creator content influence purchasing decisions?
Informative, transparent, and well-designed posts from content creators have a positive and significant impact on users’ purchase orientation.
4. What is meant by flow experience on TikTok?
Flow experience describes a state of deep immersion in platform usage that promotes product discovery and acts as an important psychological factor.
5. What is the theoretical foundation of the study?
The study is based on the neo-behavioral S-O-R model (Stimulus-Organism-Response), which connects external stimuli, internal processing, and behavioral purchase orientation.
6. How many people were surveyed for the study?
For the academic research, 183 active TikTok users in Germany were surveyed through a standardized online questionnaire.
7. What practical recommendations emerge for brands?
Brands should focus primarily on social proof, authentic community dynamics, and credible creator content rather than relying solely on traditional advertising.
Author of the Underlying Bachelor’s Thesis
The academic research was conducted by Queenie Gehrke in the Online Marketing degree program at the International University of Applied Sciences Dual Study (IU).