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Social media is pervasive in our society, ubiquitously impacting all aspects of our lives. TikTok is a social media platform with a global reach of 1 billion people who use the application every month.1 TikTok’s algorithm uniquely curates a ‘For you’ page, a constant stream of videos that are based on a user’s interaction with prior videos.2 Information received through the algorithm then impacts decisions made by viewers. Data from the 2023 TikTok Trend report suggests that TikTok users trust content creators on the app more than on any other platform and make life decisions based on TikTok reviews.
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Selvan et al. (2024) studied this question.
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