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.
Hernández-Vergara et al. (2025) studied this question.