Algorithmic personalisation on TikTok and its effect on Gen Z's self-concept and consumer behaviour

TikTok’s recommendation algorithm has created a novel user experience. Guided by existing literature on algorithmic personalisation, this study investigated the relationship between algorithmically-curated content on TikTok, Gen Z TikTok users’ self-concepts, and their consumer behaviours. Based on...

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Main Authors: Yupar, Tin Win, Tan, Misa Li Sin
Other Authors: Kang Hyunjin
Format: Final Year Project
Language:English
Published: Nanyang Technological University 2024
Subjects:
Online Access:https://hdl.handle.net/10356/174489
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1744892024-04-07T15:37:05Z Algorithmic personalisation on TikTok and its effect on Gen Z's self-concept and consumer behaviour Yupar, Tin Win Tan, Misa Li Sin Kang Hyunjin Wee Kim Wee School of Communication and Information hjkang@ntu.edu.sg Other Algorithms TikTok’s recommendation algorithm has created a novel user experience. Guided by existing literature on algorithmic personalisation, this study investigated the relationship between algorithmically-curated content on TikTok, Gen Z TikTok users’ self-concepts, and their consumer behaviours. Based on a series of in-depth interviews with 18 Gen Z TikTok users, this study delved into how TikTok’s algorithmically-curated content reflects and influences Gen Z’s self concept. The study also explored how the algorithmically-influenced self-concept in turn influences Gen Z TikTok users’ consumer behaviours. It was found that many Gen Z TikTok users were keenly aware of the algorithm and its workings. They attempted to influence the algorithm such that it better aligns with their self-concept. Their algorithmically-curated content feeds reflected various aspects of their self-concepts, with their interactions with the content playing a role in influencing their feed. Algorithmically-curated content had a notable influence on their self-concepts, though some perceived otherwise. It was also found the algorithmically-influenced self-concept played a role in influencing consumer behaviour, particularly purchase behaviour. These findings advance our understanding of the dynamics between algorithms, self-concept and consumer behaviour, and highlight the power of algorithms in shaping users’ internal perceptions and external behaviours. Bachelor's degree 2024-04-01T01:50:27Z 2024-04-01T01:50:27Z 2024 Final Year Project (FYP) Yupar, T. W. & Tan, M. L. S. (2024). Algorithmic personalisation on TikTok and its effect on Gen Z's self-concept and consumer behaviour. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/174489 https://hdl.handle.net/10356/174489 en SCI23023 application/pdf Nanyang Technological University
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic Other
Algorithms
spellingShingle Other
Algorithms
Yupar, Tin Win
Tan, Misa Li Sin
Algorithmic personalisation on TikTok and its effect on Gen Z's self-concept and consumer behaviour
description TikTok’s recommendation algorithm has created a novel user experience. Guided by existing literature on algorithmic personalisation, this study investigated the relationship between algorithmically-curated content on TikTok, Gen Z TikTok users’ self-concepts, and their consumer behaviours. Based on a series of in-depth interviews with 18 Gen Z TikTok users, this study delved into how TikTok’s algorithmically-curated content reflects and influences Gen Z’s self concept. The study also explored how the algorithmically-influenced self-concept in turn influences Gen Z TikTok users’ consumer behaviours. It was found that many Gen Z TikTok users were keenly aware of the algorithm and its workings. They attempted to influence the algorithm such that it better aligns with their self-concept. Their algorithmically-curated content feeds reflected various aspects of their self-concepts, with their interactions with the content playing a role in influencing their feed. Algorithmically-curated content had a notable influence on their self-concepts, though some perceived otherwise. It was also found the algorithmically-influenced self-concept played a role in influencing consumer behaviour, particularly purchase behaviour. These findings advance our understanding of the dynamics between algorithms, self-concept and consumer behaviour, and highlight the power of algorithms in shaping users’ internal perceptions and external behaviours.
author2 Kang Hyunjin
author_facet Kang Hyunjin
Yupar, Tin Win
Tan, Misa Li Sin
format Final Year Project
author Yupar, Tin Win
Tan, Misa Li Sin
author_sort Yupar, Tin Win
title Algorithmic personalisation on TikTok and its effect on Gen Z's self-concept and consumer behaviour
title_short Algorithmic personalisation on TikTok and its effect on Gen Z's self-concept and consumer behaviour
title_full Algorithmic personalisation on TikTok and its effect on Gen Z's self-concept and consumer behaviour
title_fullStr Algorithmic personalisation on TikTok and its effect on Gen Z's self-concept and consumer behaviour
title_full_unstemmed Algorithmic personalisation on TikTok and its effect on Gen Z's self-concept and consumer behaviour
title_sort algorithmic personalisation on tiktok and its effect on gen z's self-concept and consumer behaviour
publisher Nanyang Technological University
publishDate 2024
url https://hdl.handle.net/10356/174489
_version_ 1814047240672509952