Tiktok Made Me Buy It: Generation Z’s Consumer Behavior in the Social Media Era

Abstract

The phenomenon of “TikTok Made Me Buy It” illustrates how social media shapes the consumption behavior of Generation Z through a combination of algorithmic design, emotional engagement, and emerging visual culture. Using a narrative descriptive approach, this article explores how TikTok’s interface, content flow, and social interactions influence young users’ tendencies toward spontaneous purchasing. The analysis reveals that consumption among Generation Z often arises from the need for social affirmation, identity expression, and the pressure to keep up with fast-moving digital trends. Personalized recommendations and influencer-driven storytelling create emotional resonance that makes users more susceptible to unreflective buying decisions. TikTok also constructs an aspirational lifestyle image that encourages imitation and frames consumption as a form of self-expression. This study highlights the importance of digital literacy and critical awareness to help young people navigate digital consumer culture more consciously and resist the persuasive mechanisms embedded within the platform.