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Förtrollad av flödet: En studie om ungas konsumentbeteende, engagemang och beroende av TikTok

Nilsson, Sara LU ; Haslbeck, Lova LU and Olsson, Emma LU (2025) FEKH29 20251
Department of Business Administration
Abstract
Research question: How do social media platforms like TikTok enchant young consumers (Generation Z)? What type of consumer engagement does TikTok create?
Purpose: The purpose of this study is to investigate how young consumers are enchanted by TikTok as a social media platform and what factors create consumer engagement, this to find out what makes the app appealing and why it leads to addiction.
Methodology: The study is based on a qualitative method through 15 semi-structured interviews with people within Generation Z. It is also based on a deductive approach. The study has a future perspective where primary data has been collected in the form of interviews and secondary data through theories and models.
Theoretical perspectives: The... (More)
Research question: How do social media platforms like TikTok enchant young consumers (Generation Z)? What type of consumer engagement does TikTok create?
Purpose: The purpose of this study is to investigate how young consumers are enchanted by TikTok as a social media platform and what factors create consumer engagement, this to find out what makes the app appealing and why it leads to addiction.
Methodology: The study is based on a qualitative method through 15 semi-structured interviews with people within Generation Z. It is also based on a deductive approach. The study has a future perspective where primary data has been collected in the form of interviews and secondary data through theories and models.
Theoretical perspectives: The study is based on the Conceptual model and the Hook model as well as the concepts of enchantment, consumer engagement and cognitive dissonance. Result: The study shows that the enchantment of TikTok as a social media has an impact on its users. Additionally, TikTok creates consumer engagement where TikTok's features make users want to interact with the content. The respondents believe that the content evokes different types of emotions such as joy, excitement and relaxation. The app could also evoke negative feelings such as stress, frustration and depression, which often occurred when using the app exceeded the desired screen time the respondents wanted to spend.
Conclusion: TikTok enchants its users through algorithms, short videos, and the endless feed. The algorithms create a personalized feed for users that makes the videos relatable and entertaining. The combination of the endless feed and the short videos enchants consumers by making them lose track of time and self-control, which creates a captivating effect. The enchantment on TikTok can create cognitive dissonance where user behavior contradicts the idea of not spending so much time on TikTok. Furthermore, TikTok creates different consumer engagements that can be active, passive and emotional. (Less)
Abstract (Swedish)
Forskningsfråga: Hur förtrollar sociala medieplattformar såsom TikTok, unga konsumenter (Generation Z)? Vilket typ av konsumentengagemang skapar TikTok?
Syfte: Syftet med denna studie är att undersöka hur unga konsumenter förtrollas av TikTok som social medie och vilka faktorer som skapar konsumentengagemang, för att ta reda på vad som gör appen lockande och varför det leder till beroende.
Metod: Uppsatsen bygger på en kvalitativ metod genom 15 semistrukturerade intervjuer med personer inom Generation Z. Dessutom baseras den på en deduktiv ansats. Studien har ett framtidsperspektiv där primärdata har samlats in i form av intervjuerna och sekunddärdatan genom teorier och modeller.
Teoretiska perspektiv: Studien utgår från modellerna... (More)
Forskningsfråga: Hur förtrollar sociala medieplattformar såsom TikTok, unga konsumenter (Generation Z)? Vilket typ av konsumentengagemang skapar TikTok?
Syfte: Syftet med denna studie är att undersöka hur unga konsumenter förtrollas av TikTok som social medie och vilka faktorer som skapar konsumentengagemang, för att ta reda på vad som gör appen lockande och varför det leder till beroende.
Metod: Uppsatsen bygger på en kvalitativ metod genom 15 semistrukturerade intervjuer med personer inom Generation Z. Dessutom baseras den på en deduktiv ansats. Studien har ett framtidsperspektiv där primärdata har samlats in i form av intervjuerna och sekunddärdatan genom teorier och modeller.
Teoretiska perspektiv: Studien utgår från modellerna Conceptual-modellen och Hook-modellen samt begreppen förtrollning, konsumentengagemang och kognitiv dissonans. Resultat: Studien visar att förtrollningen på TikTok som social medie har påverkan på dess användare. Dessutom skapar TikTok ett konsumentengagemang där TikToks funktioner får användarna att vilja interagera med innehållet. Respondenterna anser att innehållet väcker olika typer av känslor som glädje, spänning och avslappning. Appen kunde även väcka negativa känslor såsom stress, frustration och nedstämdhet, vilket ofta uppstod när användandet av appen översteg den önskade skärmtiden respondenterna ville spendera. Slutsats: TikTok förtrollar dess användare genom algoritmerna, korta videos och det oändliga flödet. Algoritmerna skapar ett personligt flöde för användarna som gör videorna relaterbara och underhållande. Kombinationen av det oändliga flödet och de korta videorna förtrollar konsumenterna genom att de tappar uppfattning av tid och förlorar egenkontroll vilket ger en fängslande effekt. Förtrollningen på TikTok kan skapa kognitiv dissonans där användarbeteendet strider mot tanken av att inte spendera så mycket tid på TikTok. Vidare skapar TikTok olika konsumentengagemang som kan ske aktivt, passivt och emotionellt. (Less)
Please use this url to cite or link to this publication:
author
Nilsson, Sara LU ; Haslbeck, Lova LU and Olsson, Emma LU
supervisor
organization
course
FEKH29 20251
year
type
M2 - Bachelor Degree
subject
keywords
Förtrollning, Konsumentengagemang, Kognitiv dissonans, TikTok, Beroende
language
Swedish
id
9207116
date added to LUP
2025-07-02 11:19:02
date last changed
2025-07-02 11:19:02
@misc{9207116,
  abstract     = {{Research question: How do social media platforms like TikTok enchant young consumers (Generation Z)? What type of consumer engagement does TikTok create?
Purpose: The purpose of this study is to investigate how young consumers are enchanted by TikTok as a social media platform and what factors create consumer engagement, this to find out what makes the app appealing and why it leads to addiction.
Methodology: The study is based on a qualitative method through 15 semi-structured interviews with people within Generation Z. It is also based on a deductive approach. The study has a future perspective where primary data has been collected in the form of interviews and secondary data through theories and models.
Theoretical perspectives: The study is based on the Conceptual model and the Hook model as well as the concepts of enchantment, consumer engagement and cognitive dissonance. Result: The study shows that the enchantment of TikTok as a social media has an impact on its users. Additionally, TikTok creates consumer engagement where TikTok's features make users want to interact with the content. The respondents believe that the content evokes different types of emotions such as joy, excitement and relaxation. The app could also evoke negative feelings such as stress, frustration and depression, which often occurred when using the app exceeded the desired screen time the respondents wanted to spend.
Conclusion: TikTok enchants its users through algorithms, short videos, and the endless feed. The algorithms create a personalized feed for users that makes the videos relatable and entertaining. The combination of the endless feed and the short videos enchants consumers by making them lose track of time and self-control, which creates a captivating effect. The enchantment on TikTok can create cognitive dissonance where user behavior contradicts the idea of not spending so much time on TikTok. Furthermore, TikTok creates different consumer engagements that can be active, passive and emotional.}},
  author       = {{Nilsson, Sara and Haslbeck, Lova and Olsson, Emma}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Förtrollad av flödet: En studie om ungas konsumentbeteende, engagemang och beroende av TikTok}},
  year         = {{2025}},
}