The Impact of TikTok Mechanisms on User Behaviour and Consumer Decisions

Abstract

The aim of the article is to analyse the mechanisms of the TikTok platform and determine their impact on user behaviour. The study discusses selected mechanisms characteristic of the platform, such as content personalisation, continuity of content consumption, social proof, and gamification. Additionally, an attempt was made to determine whether these mechanisms may influence the impulsiveness of users’ consumer decisions. The article has a theoretical and empirical character and includes the results of a survey conducted among TikTok users.