Organisk marknadsföring på TikTok -En kvantitativ enkätstudie om hur organisk marknadsföring påverkar köpintentionen hos konsumenter på TikTok

Sammanfattning: The purpose of this thesis is to explore how different factors connected to organic marketing on TikTok affect how individuals are tempted to purchase. TikTok is a social media platform that differs from previous platforms as TikTok is a content driven and not follower driven app. There is a lack of research about TikTok as a communication medium and the new format could contribute to new developments in marketing strategies. The study has been contrived through a quantitative survey study where 170 respondents answered questions created based on three categories within the Theory of Planned Behavior: attitude, user competence and subjective norm as well as other elements of organic marketing such as Electronic Word of Mouth (EWOM) joined together with User-Generated Content (UGC). The result showed that Electronic Word of Mouth (EWOM) had the greatest positive correlation with being enticed to buy. The result also showed that entertainment and authenticity are two important characteristics for marketing on TikTok. Thus, the results of our study show that organic marketing strategies work better in accordance with TikTok's format.