What type of study is this?

This is a Systematic Review study (also classified as: Bibliometric Analysis).

October 13, 2025

Consumer Behavior in the TikTok Era: A Comprehensive Review of Trends, Theoretical Framework and Future Avenues

Key Points

The study reveals emerging themes like purchase intention and social media engagement related to TikTok's influence.
Analyzing 558 publications from reputable databases provided insights into consumer behavior and marketing strategies.
Using bibliometric analysis, key theoretical frameworks were identified, including Uses and Gratifications and Source Credibility Theory.
The findings imply new research avenues exist within live-streaming e-commerce and algorithmic recommendation systems.

Abstract

This study conducts a systematic review to map the evolving body of knowledge, research streams, and theoretical frameworks underpinning consumer behavior research in the TikTok era. Using a sample of 558 publications from the Scopus and Web of Science databases (2019–2025) and applying Bibliometrix software for keyword co-occurrence analysis and scientific mapping, the study identifies the main thematic areas, including purchase intention, Generation Z, live-streaming e-commerce, social media engagement, content analysis, political communication, and algorithmic recommendation systems, which emerge as central to understanding the platform's impact. Prominent theoretical frameworks such as Uses and Gratifications (U&G), Stimulus–Organism–Response (SOR), and Source Credibility Theory (SCT) are consistently employed, highlighting TikTok's distinctive influence on users and marketing communication. The review provides an integrated overview of current trends and theoretical approaches, offering insights and opportunities for future research on the TikTok social media platform.

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