How TikTok Influences Gen Z's Consumer Decisions: A Systematic Review

Abstract

This systematic review synthesizes existing research on how TikTok influences Gen Z consumer decision-making. As the platform's popularity surges, its unique features—including the algorithm-driven “For You” page, influencer marketing, and live streaming formats—form a distinctive ecosystem. Analysis based on the PRISMA framework reveals two core influence pathways: (1) Cognitive Trust, which encompasses how algorithmic recommendations drive product discovery and shape preferences, while influencer endorsements and authentic reviews establish rational trust and brand awareness; and (2) Affective Trust, which arises as immersive content fosters emotional resonance and a sense of presence, leveraging FoMO and instant gratification to prompt impulse purchases. Findings indicate TikTok has transcended social networking to become a powerful engine integrating entertainment, social interaction, and commerce, fundamentally reshaping the consumer journey from awareness to purchase.