BBA3904 Project Paper – The Influence of TikTok Marketing on the Purchasing Behavior of Gen Z Consumers in Kuala Lumpur

1. Project Title

The Influence of TikTok Marketing on the Purchasing Behavior of Gen Z Consumers in Kuala Lumpur.

2. Significance of Study

The significance of this study can be viewed from four main perspectives: academic, practical, social, and economic.

(a) Academic Contribution

This study will enrich the existing body of literature on digital marketing, particularly in the context of TikTok as an emerging platform. It provides valuable insights into the behavior of Generation Z as digital natives, while also highlighting generational conflicts arising from differences in media consumption and purchasing decisions. The findings will therefore serve as a reference for future researchers exploring consumer behavior, social media influence, and generational studies.

(b) Practical (Business) Contribution

For businesses, this research offers practical guidance in developing more transparent, effective, and ethical TikTok marketing strategies. By understanding the nuances of Gen Z’s purchasing behavior, companies can design campaigns that resonate with this demographic while maintaining consumer trust. This study may also serve as a framework for marketers to balance commercial objectives with responsible advertising practices.

(c) Social and Family Contribution

From a social standpoint, this research provides insights into the challenges parents face in guiding their children’s financial behavior amid the strong influence of TikTok marketing. The study highlights the importance of media education and family communication in shaping responsible consumption habits. In this way, the findings will be beneficial for parents, educators, and policymakers in addressing issues of spending control and value formation among Gen Z.

(d) Economic Contribution

On a broader scale, the study raises awareness of the long-term economic implications of digital marketing. By examining how TikTok influences individual and family financial stability, this research underscores the need for balanced consumer behavior in order to maintain financial well-being. The insights gained can help stakeholders recognize potential risks and implement preventive measures to safeguard economic sustainability at both individual and household levels.

3. Problem Statement

The rapid rise of TikTok as a digital marketing platform has significantly influenced consumer behavior, particularly among Generation Z in Kuala Lumpur. Through viral content, influencer endorsements, user-generated reviews, TikTok Shop, and live commerce features, TikTok has emerged as a powerful driver of purchasing decisions. While this presents opportunities for businesses to reach a younger audience, it also introduces several challenges and concerns that warrant academic and practical attention.

From the perspective of Generation Z, TikTok marketing often encourages impulsive purchasing behaviors driven by the fear of missing out (FOMO). In addition, exposure to fake or misleading reviews and limited media literacy further increases their vulnerability as consumers. This raises concerns about their ability to make rational and informed purchasing decisions.

From the perspective of parents, TikTok marketing creates challenges in monitoring and controlling their children’s spending. Parents often express concerns about product quality and safety when purchases are influenced by digital marketing trends. More importantly, there is growing anxiety regarding the long-term impact of these behaviors on children’s financial habits, consumer values, and overall life orientation.

These issues highlight a critical gap in understanding the dual impact of TikTok marketing: while it fosters consumer engagement and business growth, it simultaneously poses risks to financial responsibility, intergenerational relationships, and media literacy. Addressing this gap is essential to develop marketing strategies that are not only effective but also socially responsible.

4. Objectives of Study / Project Paper:

The main purpose of this research is to examine the influence of TikTok marketing on the purchasing behavior of Generation Z in Kuala Lumpur, while also considering the broader social and familial implications. In line with this purpose, the study is guided by the following specific objectives:

(a) To identify the influence of TikTok marketing elements – such as viral content, influencers, user reviews, TikTok Shop, and live commerce-on the purchasing behavior of Generation Z.

(b) To analyze the psychological and social factors, including peer pressure and the fear of missing out (FOMO), that contribute to impulsive purchasing behavior among Gen Z consumers.

(c) To assess the challenges faced by parents in controlling their children’s spending patterns and in promoting media literacy within the family context.

(d) To examine the long-term impact of TikTok marketing on financial habits, value formation, and family relationships among Generation Z.

(e) To provide recommendations for businesses, parents, and policymakers on implementing more ethical marketing practices and strengthening consumer education strategies.

5. Research Questions

(a) In line with the objectives of this study, the research seeks to answer the following questions:

(b) How do TikTok marketing elements – such as viral content, influencers, user reviews, TikTok Shop, and live commerce – affect the purchasing behavior of Generation Z in Kuala Lumpur?

(c) What psychological and social factors, particularly peer pressure and the fear of missing out (FOMO), influence impulsive purchasing behavior among Gen Z consumers?

(d) What challenges do parents face in monitoring and controlling their children’s spending patterns, and how do they approach the issue of media literacy education?

(e) In what ways does TikTok marketing shape the long-term financial habits, value formation, and family relationships of Generation Z?

(f) What recommendations can be developed for businesses, parents, and policymakers to promote more ethical marketing strategies and strengthen consumer education?

6. References (Malaysia)

(a) Khalid, J. K., Adnan, W. H., & Mohamed, S. (2023). The Use of TikTok Social Media in Influencing Generation Z Online Purchasing Behaviour in Malaysia. Management Research Journal, 12(2), 40–52. UPSI Journal System

(b) Teo, S. C., Tee, W. Y., & Liew, T. W. (2023). Exploring the TikTok influences on consumer impulsive purchase behaviour in Malaysia. International Journal of Business and Society. Unimas Publisher

(c) Wan Maisara Wan Mohamad, J. Kimpah, U. S. Rakiman, I. Sa’adin, Hanis Marhaini Masri, & Hasnida Abdullah. (2025). Beyond entertainment: Innovating e-commerce with TikTok shopping and its impact on Gen Z consumers’ behavior in Malaysia. International Journal of Entrepreneurship and Management Practices, 8(31). Gaexcellence

(d) Shafizan Mohamed, Wan Norshira Wan Ghazali, & Nur Shakira Mohd. Nasir. (2025). Navigating digital risks and benefits: Malaysian parents’ perceptions of their children’s digital media usage. e-Bangi: Journal of Social Sciences & Humanities. UKM e-Journal

(e) Norazimah Abd Rashid, Liana Mat Nayan, & Aruna Raj Devarajoo. (Year not specified). Literasi dalam memperolehi hiburan bermaklumat: Kajian dalam kalangan remaja di Malaysia [Infotainment literacy: A study among teenagers in Malaysia]. Abqari Journal, 9(1). Abqari Journal

(f) Fitria Angeliqa, & Billy K. Sarwono. (n.d.). Family disposition related to media literacy for advertisements of children’s snacks in the media. Jurnal Komunikasi: Malaysian Journal of Communication. UKM e-Journal

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