{"id":{"repo_id":"reykjavik","oai_identifier":"oai:skemman.is:1946/53459"},"canonical_url":"https://search.dev.ndltd.org/etd/reykjavik/oai:skemman.is:1946/53459","repository":{"repo_id":"reykjavik","name":"Reykjavík University","base_url":"https://skemman.is/oai/request"},"display":{"title":"Self-Esteem and TikTok-Inspired Purchase Intention among Young Adults","abstract":"This study examined the relationship between self-esteem and TikTok-inspired purchase intention among young adults in Iceland and whether age and gender were associated with purchase intention on TikTok. A total of 79 participants (61 women, 77.2%; 61 aged 18–24 years, 77.2%) completed an online survey including the Rosenberg Self-Esteem Scale and self-constructed measures of TikTok use, advertising awareness and TikTok-inspired purchase intention. Contrary to the first hypothesis, self-esteem was not significantly associated with TikTok-inspired purchase intention, r(77) = −.05, p = .666. The second hypothesis was partially supported since women reported significantly higher purchase intention than men, Welch's t(23.8) = −2.53, p = .019, d= 0.72, whereas no significant age differences emerged. Exploratory analyses showed that advertising awareness was positively associated with purchase intention, r(77) = .32, p = .005. These findings suggest that TikTok's influence on purchase intention may be shaped more by platform features and gender-related engagement patterns than by individual differences in self-esteem. Limitations of the study include a small and unbalanced sample as well as a cross-sectional design. Future research should use larger and more balanced samples and examine additional mediators or moderators such as social comparison, materialism and content type. Keywords: self-esteem, TikTok, purchase intention, social media, young adults, gender","abstract_html":"This study examined the relationship between self-esteem and TikTok-inspired purchase intention among young adults in Iceland and whether age and gender were associated with purchase intention on TikTok. A total of 79 participants (61 women, 77.2%; 61 aged 18–24 years, 77.2%) completed an online survey including the Rosenberg Self-Esteem Scale and self-constructed measures of TikTok use, advertising awareness and TikTok-inspired purchase intention. Contrary to the first hypothesis, self-esteem was not significantly associated with TikTok-inspired purchase intention, r(77) = −.05, p = .666. The second hypothesis was partially supported since women reported significantly higher purchase intention than men, Welch's t(23.8) = −2.53, p = .019, d= 0.72, whereas no significant age differences emerged. Exploratory analyses showed that advertising awareness was positively associated with purchase intention, r(77) = .32, p = .005. These findings suggest that TikTok's influence on purchase intention may be shaped more by platform features and gender-related engagement patterns than by individual differences in self-esteem. Limitations of the study include a small and unbalanced sample as well as a cross-sectional design. Future research should use larger and more balanced samples and examine additional mediators or moderators such as social comparison, materialism and content type. Keywords: self-esteem, TikTok, purchase intention, social media, young adults, gender","abstract_has_math":false,"creators":["Marta María Sæberg 2002-"],"institution":null,"degree_name":null,"degree_level":null,"degree_discipline":null,"degree_department":null,"school":null,"contributors":["Háskólinn í Reykjavík"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2026,"date_issued":"2026-06-02T13:55:03Z","date_published":"2026-06-02T13:55:03Z","updated_at":"2026-07-27T20:38:54Z","subjects":["Sálfræði","Sjálfsmynd (sálfræði)","TikTok","Kauphegðun","Ungt fólk","Kynjamunur"],"languages":["en"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://hdl.handle.net/1946/53459","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Háskólinn í Reykjavík"]},{"key":"dc:creator","label":"Author","values":["Marta María Sæberg 2002-"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2026-06-02T13:54:59Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2026-06-02T13:54:59Z"]},{"key":"dc:date.issued","label":"Date","values":["2026-06-02T13:55:03Z"]},{"key":"dc:type","label":"Dc Type","values":["Thesis"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Sálfræði","Sjálfsmynd (sálfræði)","TikTok","Kauphegðun","Ungt fólk","Kynjamunur"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["en"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["https://hdl.handle.net/1946/53459"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["This study examined the relationship between self-esteem and TikTok-inspired purchase intention among young adults in Iceland and whether age and gender were associated with purchase intention on TikTok. A total of 79 participants (61 women, 77.2%; 61 aged 18–24 years, 77.2%) completed an online survey including the Rosenberg Self-Esteem Scale and self-constructed measures of TikTok use, advertising awareness and TikTok-inspired purchase intention. Contrary to the first hypothesis, self-esteem was not significantly associated with TikTok-inspired purchase intention, r(77) = −.05, p = .666. The second hypothesis was partially supported since women reported significantly higher purchase intention than men, Welch's t(23.8) = −2.53, p = .019, d= 0.72, whereas no significant age differences emerged. Exploratory analyses showed that advertising awareness was positively associated with purchase intention, r(77) = .32, p = .005. These findings suggest that TikTok's influence on purchase intention may be shaped more by platform features and gender-related engagement patterns than by individual differences in self-esteem. Limitations of the study include a small and unbalanced sample as well as a cross-sectional design. Future research should use larger and more balanced samples and examine additional mediators or moderators such as social comparison, materialism and content type. Keywords: self-esteem, TikTok, purchase intention, social media, young adults, gender","Markmið rannsóknar þessarar var að kanna tengsl sjálfsálits og kaupáforma ungs fólks vegna áhrifa frá TikTok auk þess að skoða hvort aldur og kyn tengdust kaupáfomum. Alls tóku 79 þátttakendur þátt í netkönnun (61 kona, 77.2%; 61 á aldrinum 18-24 ára, 77.2%), sem innihélt Rosenberg-sjálfsálitskvarðann og spurningar sem rannsakandi setti saman um TikTok-notkun, auglýsingameðvitund og kaupáform vegna áhrifa frá TikTok. Andstætt fyrstu tilgátunni reyndist sjálfsálit ekki hafa marktæk tengsl við kaupáform r(77) = −.05, p = .666. Önnur tilgátan var staðfest að hluta þar sem að konur greindu frá marktækt meiri kaupáformum en karlar, Welch's t(23,8) = −2,53, p = .019, d = 0,72, en enginn marktækur aldursmunur kom fram. Frekari fylgnigreiningar sýndu að auglýsingameðvitund hafði jákvæð tengsl við kaupáform, r(77) = .32, p = .005. Niðurstöðurnar benda til þess að áhrif TikTok á kaupáform mótist fremur af þáttum sem tengjast samfélagsmiðlinum sjálfum og kynbundnu mynstri í notkun og þátttöku heldur en einstaklingsmun í sjálfsáliti. Veikleikar rannsóknarinnar eru meðal annars lítið og ójafnt úrtak og að um þversniðsrannsókn að ræða. Í framtíðarrannsóknum ætti að nota stærri og jafnari úrtök og skoða fleiri miðlandi eða mótandi þætti, svo sem félagslegan samanburð, efnishyggju og tegund efnis. Lykilorð: sjálfsálit, TikTok, kaupáform, samfélagsmiðlar, ungt fólk, kyn"]},{"key":"dc:title","label":"Title","values":["Self-Esteem and TikTok-Inspired Purchase Intention among Young Adults"]}]}],"canonical_facts":{"dc:contributor":["Háskólinn í Reykjavík"],"dc:creator":["Marta María Sæberg 2002-"],"dc:date.accessioned":["2026-06-02T13:54:59Z"],"dc:date.available":["2026-06-02T13:54:59Z"],"dc:date.issued":["2026-06-02T13:55:03Z"],"dc:description.abstract":["This study examined the relationship between self-esteem and TikTok-inspired purchase intention among young adults in Iceland and whether age and gender were associated with purchase intention on TikTok. A total of 79 participants (61 women, 77.2%; 61 aged 18–24 years, 77.2%) completed an online survey including the Rosenberg Self-Esteem Scale and self-constructed measures of TikTok use, advertising awareness and TikTok-inspired purchase intention. Contrary to the first hypothesis, self-esteem was not significantly associated with TikTok-inspired purchase intention, r(77) = −.05, p = .666. The second hypothesis was partially supported since women reported significantly higher purchase intention than men, Welch's t(23.8) = −2.53, p = .019, d= 0.72, whereas no significant age differences emerged. Exploratory analyses showed that advertising awareness was positively associated with purchase intention, r(77) = .32, p = .005. These findings suggest that TikTok's influence on purchase intention may be shaped more by platform features and gender-related engagement patterns than by individual differences in self-esteem. Limitations of the study include a small and unbalanced sample as well as a cross-sectional design. Future research should use larger and more balanced samples and examine additional mediators or moderators such as social comparison, materialism and content type. Keywords: self-esteem, TikTok, purchase intention, social media, young adults, gender","Markmið rannsóknar þessarar var að kanna tengsl sjálfsálits og kaupáforma ungs fólks vegna áhrifa frá TikTok auk þess að skoða hvort aldur og kyn tengdust kaupáfomum. Alls tóku 79 þátttakendur þátt í netkönnun (61 kona, 77.2%; 61 á aldrinum 18-24 ára, 77.2%), sem innihélt Rosenberg-sjálfsálitskvarðann og spurningar sem rannsakandi setti saman um TikTok-notkun, auglýsingameðvitund og kaupáform vegna áhrifa frá TikTok. Andstætt fyrstu tilgátunni reyndist sjálfsálit ekki hafa marktæk tengsl við kaupáform r(77) = −.05, p = .666. Önnur tilgátan var staðfest að hluta þar sem að konur greindu frá marktækt meiri kaupáformum en karlar, Welch's t(23,8) = −2,53, p = .019, d = 0,72, en enginn marktækur aldursmunur kom fram. Frekari fylgnigreiningar sýndu að auglýsingameðvitund hafði jákvæð tengsl við kaupáform, r(77) = .32, p = .005. Niðurstöðurnar benda til þess að áhrif TikTok á kaupáform mótist fremur af þáttum sem tengjast samfélagsmiðlinum sjálfum og kynbundnu mynstri í notkun og þátttöku heldur en einstaklingsmun í sjálfsáliti. Veikleikar rannsóknarinnar eru meðal annars lítið og ójafnt úrtak og að um þversniðsrannsókn að ræða. Í framtíðarrannsóknum ætti að nota stærri og jafnari úrtök og skoða fleiri miðlandi eða mótandi þætti, svo sem félagslegan samanburð, efnishyggju og tegund efnis. Lykilorð: sjálfsálit, TikTok, kaupáform, samfélagsmiðlar, ungt fólk, kyn"],"dc:identifier.uri":["https://hdl.handle.net/1946/53459"],"dc:language.iso":["en"],"dc:subject":["Sálfræði","Sjálfsmynd (sálfræði)","TikTok","Kauphegðun","Ungt fólk","Kynjamunur"],"dc:title":["Self-Esteem and TikTok-Inspired Purchase Intention among Young Adults"],"dc:type":["Thesis"]},"updated_at":"2026-07-27T20:38:54Z"}