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O poder de influência do TikTok e das emoções no processo de compra
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Resumo(s)
Nas últimas décadas, o crescimento das redes sociais transformou a forma como os consumidores comunicam, interagem e tomam decisões de compra, criando novos espaços de influência e de consumo digital. O presente estudo analisa o impacto do TikTok na viralização de produtos, serviços e movimentos, procurando compreender de que forma os estímulos visuais, sociais e emocionais da plataforma influenciam o comportamento de compra dos consumidores. Sustentado pelos modelos Stimulus-Organism-Response (S-O-R) e Technology Acceptance Model (TAM), o estudo investiga variáveis como a atratividade visual, a motivação hedónica, o FOMO, a frequência de uso, o valor utilitário das avaliações e a influência dos criadores digitais.
Para atingir este objetivo, foi adotada uma metodologia quantitativa, recorrendo-se à aplicação de um questionário online entre 10 de julho e 19 de agosto de 2025, que obteve 262 respostas válidas, maioritariamente de jovens adultos entre os 19 e 24 anos. O tratamento dos dados foi realizado em duas fases: numa primeira etapa, procedeu-se a uma análise descritiva através dos gráficos gerados no Google Forms e do tratamento estatístico dos dados no Microsoft Excel (médias, modas e medianas); numa segunda etapa, realizou-se uma análise estatística com recurso ao software SmartPLS 4, com base na modelação de equações estruturais (PLS-SEM), para testar e validar o modelo conceptual proposto.
Os resultados demonstraram que o FOMO, os influenciadores digitais, a frequência de uso e o valor utilitário das avaliações exercem impacto significativo sobre a intenção de compra, enquanto as variáveis atratividade visual e motivação hedónica não apresentaram efeitos estatisticamente relevantes.
Conclui-se que o TikTok se assume como um ambiente híbrido de entretenimento, interação e consumo, no qual fatores sociais, emocionais e informativos se combinam para moldar decisões de compra. A investigação contribui para uma compreensão mais aprofundada das dinâmicas do marketing de influência e do comportamento do consumidor nas redes sociais contemporâneas, oferecendo implicações práticas para marcas e profissionais da comunicação digital.
Over the last decades, the growth of social media has profoundly transformed the way consumers communicate, interact, and make purchasing decisions, creating new spaces of influence and digital consumption. This study analyses the impact of TikTok on the viralisation of products, services, and movements, seeking to understand how the platform’s visual, social, and emotional stimuli influence consumer buying behaviour. Grounded in the Stimulus-Organism-Response (S-O-R) and Technology Acceptance Model (TAM) frameworks, the research explores variables such as visual attractiveness, hedonic motivation, FOMO, frequency of use, utilitarian value of reviews, and the influence of digital creators. To achieve this goal, a quantitative methodology was adopted through the application of an online questionnaire, obtaining 262 valid responses, mainly from young adults aged between 19 and 24. Data processing was carried out in two stages: first, a descriptive analysis was performed using Google Forms charts and statistical data treatment in Microsoft Excel; second, a statistical analysis was conducted using SmartPLS 4 software, based on structural equation modelling (PLS-SEM), to test and validate the proposed conceptual model. The results showed that FOMO, digital influencers, frequency of use, and the utilitarian value of reviews have a significant impact on purchase intention, while visual attractiveness and hedonic motivation did not show statistically relevant effects. It is concluded that TikTok represents a hybrid environment of entertainment, interaction, and consumption, in which social, emotional, and informational factors combine to shape purchasing decisions. This research contributes to a deeper understanding of influencer marketing dynamics and consumer behaviour on contemporary social networks, offering practical implications for brands and digital communication professionals.
Over the last decades, the growth of social media has profoundly transformed the way consumers communicate, interact, and make purchasing decisions, creating new spaces of influence and digital consumption. This study analyses the impact of TikTok on the viralisation of products, services, and movements, seeking to understand how the platform’s visual, social, and emotional stimuli influence consumer buying behaviour. Grounded in the Stimulus-Organism-Response (S-O-R) and Technology Acceptance Model (TAM) frameworks, the research explores variables such as visual attractiveness, hedonic motivation, FOMO, frequency of use, utilitarian value of reviews, and the influence of digital creators. To achieve this goal, a quantitative methodology was adopted through the application of an online questionnaire, obtaining 262 valid responses, mainly from young adults aged between 19 and 24. Data processing was carried out in two stages: first, a descriptive analysis was performed using Google Forms charts and statistical data treatment in Microsoft Excel; second, a statistical analysis was conducted using SmartPLS 4 software, based on structural equation modelling (PLS-SEM), to test and validate the proposed conceptual model. The results showed that FOMO, digital influencers, frequency of use, and the utilitarian value of reviews have a significant impact on purchase intention, while visual attractiveness and hedonic motivation did not show statistically relevant effects. It is concluded that TikTok represents a hybrid environment of entertainment, interaction, and consumption, in which social, emotional, and informational factors combine to shape purchasing decisions. This research contributes to a deeper understanding of influencer marketing dynamics and consumer behaviour on contemporary social networks, offering practical implications for brands and digital communication professionals.
Descrição
Palavras-chave
TikTok Marketing de influência FOMO Comportamento do consumidor Consumer behavior