Self-Esteem and TikTok-Inspired Purchase Intention among Young Adults

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

Author dc:creator

• Marta María Sæberg 2002-

Contributors dc:contributor

• Háskólinn í Reykjavík

• Sálfræði
• Sjálfsmynd (sálfræði)
• TikTok
• Kauphegðun
• Ungt fólk
• Kynjamunur

Language dc:language.iso

en

Handle dc:identifier.uri

https://hdl.handle.net/1946/53459

OAI identifier oai:identifier

oai:skemman.is:1946/53459