the influence of tiktok applications on the consumption behavior of generation z living in hanoi in online shopping

FOREIGN TRADE UNIVERSITY FACULTY OF INTERNATIONAL
ECONOMICS
--------***--------

RESEARCH PROPOSAL
THE INFLUENCE OF TIKTOK APPLICATIONS ON THE
CONSUMPTION BEHAVIOR OF GENERATION Z LIVING IN HANOI IN
ONLINE SHOPPING
Name:
Class: KTEE206.1
Instructor: Dr. Pham Thi Cam Anh

Hanoi, September 2022
Abstract


TikTok platform has been increasingly utilized for several purposes, not only purely to
entertain but also to educate, to propagandize, to advertise and even to do business. The
research objective is to investigate how TikTok social media affects shopping online
behaviors of young people in Hanoi. This research methodology adopts both qualitative
and quantitative approach and survey method to analyze adolescent’s experience and
view over the relationship between online shopping behavior and TikTok. As for the
sampling strategy, the non-probability purposive sampling method was employed in this
research. The research sample was 150 adolescents ranging between 15 to 25 age groups
from different high schools and universities within Hanoi. Research data is self-collected
through surveys and questionnaires. Consequently, the result shows a strong correlation
between TikTok and its users’ consumption behaviors. Individuals tend to purchase
products which appear on their TikTok feed. Preliminary findings indicate that TikTok
marketing has a positive and significant relationship on users’ purchase intention. The
findings also assist with implementing digital marketing strategies to engage with these
young customers.

Keywords: Tik Tok, social media, generation Z, influencer marketing, consumer
behavior

Table of content
I.

2


II.
III.
IV.
V.
VI.
VII.
VIII.
IX.
X.
XI.
XII.
XIII.
XIV.
XV.
XVI.
XVII.
XVIII.
XIX.
XX.
XXI.
XXII.

XXIII.
XXIV.
XXV.
I.

Introduction

XXVI.
XXVII.

Social networking sites have proliferated over the last decades as a result of
the sophisticated and rapid development of technology along with the Internet. As
online shopping has exponentially grown, businesses use social media as a tool for
3


product promotion, with the intention of spreading marketing communications
strategies to draw attention from users. Before making a purchase, up to 70% of
consumers read online reviews and 81% are influenced by social media posts from
their friends and acquaintances. In this modern era, people prefer to seek for
reference and assistance from social platforms to solve their problems in the
fastest, the most efficient and practical way.
XXVIII.
These days, various global and local brands encourage social media

XXIX.

influencers to use their products or services, as well as to become their
ambassadors. Along with the fact that the COVID-19 pandemic has prompted
people to spend more time online, social media is in higher demand than ever.

XXX.
TikTok is a social platform that appeared in Vietnam in 2018 and quickly

XXXI.

gained popularity among local users. Brands are also capitalizing on this boom by
promoting themselves through celebrities and influencers. According to a Satista
report from July 2020, TikTok has over 3.1 million influencers (Brands Viet Nam).
This huge number not only provides businesses with numerous options, but it also
offers an excellent opportunity to meet the entertainment and shopping needs of
young people, especially generation Z - a potential generation affected by
digitalization with 9% smartphone usage, accounting for 32% of the global
population and possessing up to 44 billion USD in purchasing power. Accordingly,
41% of TikTok users are between the ages of 16 and 24 (7SAT 2020). Half of
TikTok users admit to having discovered a new product while using this platform,
and 89% say that they made an unplanned purchase after watching a TikTok video
or livestream.
XXXII.
XXXIII.

Recognizing TikTok’s popularity in Vietnam and the tendency of Hanoi
youth to use social networks for interaction, entertainment and shopping. In this
research, our team wants to approach the impact of TikTok application on the
4


attitudes and psychology of shoppers to identify the specific factors that influence
the young generation’s consumption behavior.
XXXIV.

Research objective and research questions

II.

XXXV.
1. Research objectives
XXXVI.
●

Learn and analyze the TikTok usage habits of people aged 15 to 25 years
old living in Hanoi.

●

Determine factors in TikTok affecting shopping behaviors of people aged
15 to 25 years old living in Hanoi.

●

Propose effective purchasing solutions to consumers and potential
development oriented purchasing and influencer marketing policies for
businesses.

XXXVII.
2. Research question
XXXVIII.
XXXIX.

How does TikTok affect the online shopping consumption behavior of the

young generation from 15 to 25 years old in Hanoi?
XL.
XLI.
XLII.
XLIII.
III.

Literature review

XLIV.
1. An introduction to TikTok
XLV.
XLVI.

1.1. An overview of social media
Social media are interactive computer-mediated technologies that facilitate
the creation and and sharing of information, ideas, interests and other forms of
expression via virtual communities and networks (Kietzman et al., 2011). It is a
5


place where users can share images, feelings or thoughts online with relatives,
family, friends and even with strangers (Leonardi et al., 2013) . Recently,
approximately 3.6 billion people use social media and this number is estimated to
increase to 4.41 billion by 2025 (Statista), in which Facebook, Instagram, Youtube
and Tiktok are the most commonly used platforms. Social media brings
tremendous, evident and pervasive changes to communication between
organizations, communities and individuals. The application of social media is
created from the features itself based on users' understanding and the way they
interact (Mirza,2014). Chen et al. (2011) also stated that social media has created a

statistically significant difference on consumption behaviors in accordance with
age groups along with educational and social status of them.
XLVII.
The COVID-19 pandemic has dramatically increased the number of online

XLVIII.

shoppers, which boosted advertising, marketing and selling goods through social
networking sites. According to the E-commerce Vietnam White book, the
proportion of online shoppers rose from 77% to 81% after one year since 2019.
Social media is an ideal place to connect with new customers, keep relationships
with their patrons and promote customers’ experiences.
XLIX.
L.
LI.
LII.

1.2. TikTok

LIII.
LIV.

TikTok is a music video and social networking platform originating from
China, with the original version called Douyin, developed by ByteDance in 2016,
and surpassed many applications like Whatsapp, Instagram and Youtube in 2018.
Contrary to other portable applications, TikTok offers speedy video creation
opportunities with incorporated elements of recording, altering, and sharing
recordings that are like actual environment encounters, where the participants stay
6

in contact with companions and meet new ones. TikTok is a virtual environment
permitting the clients to make circling a video of 15 seconds with raised altering
highlights remembering for camera speed controls, the picture following
composites, cooperative split-screen, camera movement, and special visualizations
which enhance conventional attributes of play onto the cell phones (Potter and
Cowan, 2020). With its customized feeds of quirky brief movies set to song and
sound results, the app is first rated for its addictive nice and excessive stages of
engagement.
LV.
LVI.

Vietnam is now one of the Southeast Asian countries having the highest
TikTok user growth rate (iAgency, 2020), at the end of March 2020, the platform
has 12 million frequent registered users in Vietnam, 41% of whom are aged
between 16 and 24 since TikTok is affiliated with the modern mentality of
generation Z.

LVII.
2. Generation Z
LVIII.
LIX.

2.1. Understanding about Generation Z
Generation Z or Gen Z is the name given to the current generation of young
people by many demographic researchers:

●

According to the Pew Research Center, Generation Z consists of people born

between 1997 and 2012. The oldest of this generation are reaching 25 years of age,
with many now out of college, getting married, and starting families. They follow
on the heels of the millennials (born between 1981 and 1996). As a result of the
COVID-19 pandemic, members of Gen Z face a future more uncertain than many
previous generations encountered.

●

Gen Z is the generation born between 1995 and 2010 (Francis & Hoefel, 2018).
Gen Z has the features of the “network generation” due to the highly developed
digital era in which they were born. They are also described as the “Facebook
generation”, “digital natives” or sometimes “iGeneration” (Tari, 2011). Gen Z
7


youth have been brought up in the first truly mobile era (Palley, 2012). The Kaiser
Family Foundation reports that Gen Z youth are exposed to more media than any
other activity other than sleeping, with a 67-minute daily increase in the number of
time participants spent for and corresponding to the media in 2009, compared with
2004 (Rideout et al., 2010).
LX.
LXI.
LXII.
LXIII.

2.2. Gen Z purchasing capacity.
Gen Z has its own distinct characteristics, and youngsters belonging to this
generation have different preferences, perceptions and behaviors than their
parents. That they are very famous people since they have a certain voice and
influence on the cyber community. TikTok influencers are the one stop for brand

awareness, as well as strengthen bonds with customers and make better
engagement with ideal markets.consume goods and services are influenced to a
great extent by technology. They spend most of their time online and use high-end
technological gadgets.

LXIV.
LXV.

In comparison with previous generations, Gen Z has the potential to make
enormous improvements in marketing and purchasing propensities. Their virtual
presence is undeniably noticeable as they have a desire to follow the latest trends.
According to a study of 201 models conducted by advertising agency WhoSay
(2018), 70% of advertisers intend to increase their budgets to engage influencers
and celebrities for their marketing campaigns. Around 90% of respondents believe
that collaborating with influencers will have a positive impact on how people
perceive their reputation. The review carried out by Twitter and Annalect (2016)
concluded that roughly 50% of customers on Twitter rely on recommendations
from influencers as a direction to purchase goods.

LXVI.

8


3. Consumer buying behavior
LXVII.
LXVIII.

Applebum claimed that consumer behavior is closely linked to buying
habits including repetitive actions turning into habits. Likewise, Lemon &

Verhoef, 2016 defined it as the synthesis of emotional, sensory and social
awareness for decision making throughout the buy process. To conclude,
consumer buying behavior refers to the actions taken by consumers before
purchasing a product or service (both online and offline). This process could
include using research engines, responding to social media posts, or a variety of
other activities. Previous research shows that customers are inclined to be loyal to
the brand when shopping online through social media rather than traditional
channels (Danaber, 2003).

LXIX.
LXX.

Understanding how consumers decide on a product allows businesses to fill

a market gap and identify clearly the market demand, to be more precisely, which
products are needed and which are obsolete. Consumer behavior research also
assists marketers in determining how to present their products in a way that has the
greatest impact on consumers. It is the key to reach and engage consumers and
convince them to purchase products and services.
LXXI.
LXXII.
LXXIII.
LXXIV.
4. Influencer marketing and TikTok influencer
LXXV.

LXXVI.

4.1. Influencer marketing

LXXVII.
LXXVIII.

When a public figure on social media endorses a service or product,this is
known as influencer marketing. This new form of promotion from influential

9


people works based on trust. Adverts are no longer considered reliable. Everyone
is more skeptical of the messages they are exposed to, especially the youth. They
are more likely to purchase products that were used, experienced and
recommended by others. 88% Gen Z and Millenials learned about goods they
desire on these virtual

platforms, and nearly two-thirds of them follow an

influencer. Brands take benefits from these two stats and implement influencer
marketing policies.
LXXIX.
LXXX.

4.2 TikTok influencer

LXXXI.
LXXXII.

TikTok influencers can be simply considered as people with large followers
and interactions on this platform. They are users that have a more extensive reach
than most, whose short videos have earned them an online fanbase. Likewise, it

can be understood that they are very famous people since they have a certain voice
and influence on the cyber community. TikTok influencers are the one stop for
brand awareness, as well as strengthen bonds with customers and make better
engagement with ideal markets.

LXXXIII.
5. Research gap
LXXXIV.
LXXXV.

Through an overview of domestic and international research, our group
found that the study has these followings novelties and contributions:

●

Overseas scope: This is a topic rarely chosen by author/groups of authors for
research. Most people focus on exploiting the general aspect of the entire social
application that affects the behavior of young people, rather than specifically
targeting a certain audience.

●

Domestic scope: This is one of a few researches about the influence of TikTok
application on online shopping behavior of Gen Z, specifically aging from 15 to
25 living in Hanoi.

10


●

Our research is able to calculate and acknowledge both the general and specific
view on the benefits/risks for brands and consumers, as well as the booming online
shopping among the youth.

●

The research proposes methods of effective and rational use and management of
users' experiences and impacts from TikTok. Meanwhile, a number of influencer
marketing policies are recommended for doing digital business.

LXXXVI.
IV.

Research methodology and methods

LXXXVII.
1. Research design
LXXXVIII.
Methodological choice

LXXXIX.
XC.

In this study, the object of research will be the influence of the Tik Tok

application on online shopping decisions of the generation Z living in Hanoi. The
research will be conducted using two independent variables, namely Social Media
(TikTok) and the dependent variable, namely Purchase Decision. This research
will be conducted on TikTok users.

XCI.
XCII.

Our research will follow Mixed-Methods Concurrent Triangulation

Strategy. This approach is used because of the following reasons (Creswell and
Plano Clark 2007; Johnson and Christensen 2004; Johnson and Onwuegbuzie
2004): It can provide answers to a wider range of research issues; combining
qualitative and quantitative methods can strengthen each method while
overcoming its flaws; utilizing a mixed-methods strategy can enhance data
insights and comprehension that might otherwise go unnoticed when employing a
single approach; Integrating qualitative and quantitative data can offer compelling
support for conclusions, and triangulating data from several methods improves the
reliability of the findings. utilizing quantitative and qualitative techniques

11


independently throughout a single phase of data collection and analysis to produce
richer and more in-depth answers to the research questions.
XCIII.
XCIV.

There will be a possible variable that could be difficult to measure is the
correlation of the TikTok advertisement and the consumption rate of a certain
product. For example, if a certain product is advertised on TikTok, then it could be
a challenge to calculate and obtain the purchase rate of it. We think of two possible
solutions: (1) Using panel data to calculate the correlation by observing the
changes in the products in three periods: Pre-advertise, Advertise and Postadvertise. This method will recruit the help of KOL(s) who joined TikTok Shop
Network in order to obtain precise data (2) Using an equal replacement, which

instead of measuring the correlation, we could use the questionnaire on how the
consumers decide to purchase a certain product on Tik Tok to find out the
correlation.

XCV.
XCVI.

Research strategy

XCVII.

Survey in the form of questionnaires using a Likert, then distributed online
on Google Forms to collect responses from participants.

XCVIII.

Deductive research approaches will be applied. We will study and read
existing theories of the influence of TikTok on its users’ consumption behavior,
and then test hypotheses that emerge from those theories.

XCIX.

The population that will be taken for use in this research are TikTok users
who had at least one successful purchase on the platform.

C.
CI.
CII.
CIII.
CIV.

Time horizon

12


We will apply cross-sectional data analysis. Our research will collect data

CV.

on the consumption of Generation Z TikTok users in the duration of 3 weeks.
CVI.

The datasets will record responses of TikTok users on multiple variables

relating to online purchasing activity and its relation with TikTok.
CVII.
2. Data collection
CVIII.

TikTok's audience in Vietnam has exploded, particularly among Gen Z

users, reaching 55 percent penetration by the end of Q1, 2021 (Decision Lab's
connected consumer report for Q1 2021), therefore this is the age group that was
chosen for the research.
CIX.

To collect data when conducting research, the technique for sampling used

is Non-probability sampling - Purposive sampling. This sampling technique is

used due to the large number of TikTok users in Hanoi, therefore, we categorize
the participants of the study by making the following criteria:
a. TikTok App Users in Hanoi
b. TikTok App Users whose age range from 15-25, namely from gen Z

(people at this age are used to doing online shopping)
CX.

We use the Bernoulli formula to find out the total sample of the research.

The sample minimum in this study is 145 respondents based on the calculations
results. Therefore, we will round the sample number to 150 respondents in an
attempt to make the results obtained more precise.
CXI.
CXII.

The research will use self-collected data since there is yet any datasets for

the consumption of the consumers under the influence of TikTok. The source of
research data, primary data is from questionnaires using a Likert, then distributed

13


online on Google Forms. The data will be taken from questionnaires sent to 5
universities’ student groups under the representatives of 5 different surveys with a
maximum of 20 students per school. The survey contains three sections. The first
part includes the question to filter eligible participants (TikTok users). The second
part includes the demographic variables, which are gender and age. The
questionnaire only focuses on Gen Z living in Hanoi. The third section consists of

20 items, all were measured by using a Likert scale from “1” for strongly disagree
to “5” for strongly agree.
CXIII.
CXIV.

We use both primary and secondary data to construct our research. For
primary data, we use questionnaires and surveys to collect information. Secondary
data is taken from various sources such as books, journals, newspapers or
other sources related to research.

CXV.

Ethics, validity and reliability

V.
CXVI.
CXVII.

Ethics

CXVIII.

It should come as no surprise that numerous professional groups,
governmental organizations, and universities have created specific codes, norms,
and policies relating to research ethics given the significance of ethics for the
conduct of research. It is a crucial component of research and must continue to be
at the forefront of our efforts.

CXIX.
●

Voluntary participation and consent: Our group is certain about our research. We
do not feel pressured into taking part in this study. According to informed consent,
a person must expressly consent to participating in the study. The consent form
can be viewed as a declaration of trust between the participant and the researcher.
We are well-informed of this and are all willing to participate in this research

14


●

Informed consent: a cover letter explaining the study is sent along with the survey
to make sure that participants know the purpose, benefits, risks behind the study
before they agree or decline to give consent on participation

●

Anonymity: Our survey guarantees anonymity by not collecting any personally
identifying information—for example, names, phone numbers, email addresses, IP
addresses, physical characteristics, photos, and videos.

●

Sampling: Our objective group is all Gen Z living in HaNoi, specifically TikTok
Gen Z users. And our sample group is a group of 150 students aged 15 to 25 from
different high schools and universities in Hanoi. We choose to leave out the others
because the majority of TikTok users are youth and adolescents. Moreover,
nowadays, online shopping has become extremely popular among young adults,
and when TikTok KOLs started doing review videos, it has created a shopping

wave among the internet users.

●

Confidentiality: The confidentiality of our survey participants' information will
remain secured. If a participant is at risk of harm, we will protect them. However,
this might require releasing confidential information.

●

Risk of harm: We must take all reasonable precautions to safeguard study
participants. In this case, the risk to benefit ratio should be our main concern. If
potential dangers outweigh potential benefits, the study should be scrapped or
redesigned. We must assess the risk to benefit ratio as the study goes along to
account for the possibility of harm.

●

Reference: Our research reports are certain to fully list out the document we used
to refer. This action shows respect towards the authors.

CXX.
CXXI.
●

Validity
Internal validity: From the research, we can come to the conclusion that TikTok
has affected the shopping behavior of Gen Z in Ha Noi, specifically it has
increased the popularity of online shopping. This is sure to be true. However,
TikTok is not the only factor affecting this. As the internet develops, a lot of online

15


shopping apps with appealing advertisements also play an important role in the
development of online shopping, especially in Ha Noi, the capital of VietNam.
This is considered as a threat to our internal validity.
External validity: As Ha Noi is one of the biggest city in VietNam, our research

●

can surely be applied to more cities and population in VietNam and also in the
world.
Criterion validity: We use both primary and secondary data to construct our

●

research. For primary data, we use questionnaires and surveys to collect
information. We believe this is the best way to gain reliable data for our research.
CXXII.
CXXIII.
●

Reliability

Use of social media: According to Voramontri (2018), social media users found
decision-making easier and more enjoyable than those who used other information
sources. They also felt more confident and satisfied during the process. The study
discovered a positive impact of social media use on consumer purchasing
behavior. What's interesting about social media is that it helps users in a variety of
fields, including business, marketing, advertising, and education. Based on that,

the following hypothesis is developed in this study. In our case, TikTok is no less
different. In recent years, TikTok the amount of time Gen Z in Ha Noi spend using
TikTok has increased dramatically. Therefore, TikTok also affects shopping
behavior.

●

Concern of privacy: Brown and Muchira (2004) discovered no relationship
between consumers' intention to engage in online purchasing. Li (2014) discovered
a non-significant negative relationship between an individual's privacy concerns
dimensions and the behavioral intention of disclosing personal information and
making a purchase on an online store. Similarly, Schwaig et al. (2013) discovered
a negative relationship between users' privacy concerns and their intention to
transact online. Liao et al. (2011) discovered a negative relationship between
privacy concerns and the intention to transact in an online environment. Stewart
16


and Segars (2002) discovered that individuals who are concerned about the
privacy of their personal information would refrain from keeping their personal
identifiable information from online transactions in order to protect their identity.
The following hypothesis is based on this research.
●

Trust in information: Trust is essential in the development of e-commerce. In a
business-to-consumer relationship, trust in the e-vendor is critical in assessing
transaction risk (McCole et al, 2010). E-commerce relies heavily on trust (Aljifri et
al, 2003). There are various definitions of trust based on various dimensions of
benevolence, integrity, ability, competence, and empathy (McKnight et al, 2002).
Consumers' perceived trust is significantly influenced by the social relationships

they form on social media (Pan and Chiou, 2011). Social support is generated
through interactions on these platforms. As a result, social support generated
through social media influences trust (Weisberg et al., 2011). Furthermore, more
positive comments, feedback, and higher ratings lead to increased trust in a vendor
(Ba and Pavlou, 2002). According to the study, the quality and quantity of
information generated by customer reviews influence purchase intent by
increasing trust. According to the study, the online purchaser is influenced by trust
in the transaction and the network (McCole et al, 2010). According to the study,
customer purchasing behavior has a positive and significant impact (Lu et al,
2010). Furthermore, trust is critical in determining a consumer's behavioral
intentions as well as actual behavior (Gefen et al, 2003). Indeed, the more trust
consumers perceive, the more likely they are to purchase (Han and Windsor,
2011). As a result, trust is likely to have an impact on transaction intent (Pavlou,
2003). In this study, the following hypothesis is developed based on that.

●

Security on social media: With an increasing number of people using social media,
it provides a large amount of information they require, connects them with
companies, allows them to choose their desired products using their fingertips, and
creates insecurity on the internet. Every day, unethical and illegal activities take
place. To gather information, various cybercrimes (hacking, sniffing, worms,
17


viruses) are used. People's collected information is now the primary weapon.
These internet activities had a negative impact on consumer purchasing behavior.
According to Arekar et al. (2018), social media has a positive effect on variety
seeking buying behavior, and security on social media has a significant positive
impact on consumers' intentions to purchase a product.

CXXIV.

Scope and delimitation of the research

VI.
CXXV.

CXXVI.
●

Scope of the research

The scope of a study explains the extent to which the research area will be
explored in the work and specifies the parameters within which the study will be
operating.

●

We want to study the impact of TikTok on online shopping behavior patterns of
Gen Z living in HaNoi. However, it is not possible for us to cover every aspect of
the topic. So the scope will have to be narrowed down to a certain section of the
target population. In this case, our scope will be narrowed down to a group of 150
undergraduates in some high schools and universities in HaNoi. Their behavior
patterns in school can be observed for a duration of 3 weeks. These would form
the delimitations of the study.

CXXVII.
CXXVIII.
●

Delimitation of the research
Thus, delimitations are the characteristics that limit the scope and describe the
boundaries of the study, such as the sample size, geographical location or setting
in which the study takes place, population traits, etc.

●

We choose to narrow our group to 150 students in high schools and universities in
HaNoi as it would be easier for us to collect raw data. Moreover, most of Gen Z
now are students and undergraduates. Therefore, the student group will be able to
represent our research study object.
CXXIX.

18


VII.

Contribution of the study

CXXX.
CXXXI.

This research will provide new insights into application of Tik Tok

specifically on its ecommerce.
CXXXII.
Through this research, the community will be able to realize the

CXXXIII.

significance of Tik Tok. As a result, people and businesses will be encouraged to
promote transactions on the Tik Tok platform. Specifically, this research will
benefit businesses and shop owners in deciding which marketing strategy they
should employ. Online enterprises may also consider the result of this research to
review their current marketing strategy.
CXXXIV.
Moreover, the analysis that is presented in this study will convey valuable

CXXXV.

information for future research that will explore the various benefits of TikTok for
merchants and other e-commerce platform
CXXXVI.
VIII.

Structure of the thesis report

CXXXVII.
1. Introduction
2. Theoretical overview and hypothesis building
CXXXVIII.
CXXXIX.

2.1. Definition of Consumer behavior
2.2. Theoretical foundations and research hypotheses
3. Research methodology and methods

CXL.

3.1. Research design

CXLI.

3.2. Data collection
4. Results
5. Suggestions
6. Conclusion and discussion

19


CXLII.

Timeline of the research project

IX.
CXLIII.

We have listed out some phases and tasks that need to be done.

CXLIV.

Furthermore, the deadlines are set so that we can keep track on our work
CXLV.
CXLVI.CXLVII.

Research

No.

phase

CL.

CLI.

1

CXLVIII.

Background
research

●

and

literature

Objectives

Get

advice

from

CXLIX.

Date

our CLII.

14th

supervisor
●

review

September

Conduct a more thorough
analysis of the pertinent
literature

●

Streamline

the

research

issues
●

Create

a

theoretical

framework
CLIII. CLIV.

Research

●

Construct questionnaires

2

design planning

●

Determine the best online

CLV.

7th October

and offline methods for
attracting participation
●

Finalize the collection and

data analysis procedures

CLVI. CLVII.

Data collection

3

and preparation

CLIX. CLX.

Data analysis

●

Participant recruitment andCLVIII.

28th October

questionnaire distribution
●

Send survey to participants

●

Analyzing

20

survey

data CLXII.

30th


4

statistically
●

November

Analyze survey transcripts
thematically

●

Write the chapters for the
findings and discussion

CLXI.
CLXIII.CLXIV.

Writing

and

5

presenting

the

research

●

●

Complete a full draft of CLXV.

25th

your thesis

December

Meet with your supervisor
to go over feedback and
revisions

CLXVI.CLXVII.

Revision

6

●

Based on feedback, revise CLXIX.

1st February,

●

Obtain final draft approval

2023

from your supervisor.
●

Proofread

●

Print, bind, and submit

CLXVIII.

CLXX.
CLXXI.
CLXXII.
CLXXIII.
CLXXIV.
CLXXV.
CLXXVI.

CLXXVII.
CLXXVIII.

21


X.

References

CLXXIX.
Koreascience.kr.

CLXXX.

2022.

[online]

Available

< />
[Accessed

at:
9

October 2022].
CLXXXI.
2022.

CLXXXII.

[online]

Available

at:

< />sing_in_Tiktok_Social_Media_and_Beauty_Product_Image_on_Consumer_Purch
ase_Decisions> [Accessed 10 October 2022].
CLXXXIII.
2022.

CLXXXIV.

[online]

Available

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