The influence of Tiktok in Portuguese millennials footwear consumer behaviour

The focus of this dissertation is to analyse the influence of TikTok on Portuguese millennials' footwear consumer behaviour. The latest data has shown there are over 3.5 million of users in Portugal (almost half of the country’s total social media users), that’s an accomplishment that took Instagram and Facebook more time to achieve. Little research has been done so far to understand how the app impacts users and their consumer behaviour, even though is one of the most popular social media platforms, and to the researcher's knowledge there is no study related to TikTok's influence on consumer behaviour and more specifically regarding the footwear industry. This investigation emphasizes how different strategies in Marketing (content marketing, influencer marketing, word-of-mouth, virality) are perceived by the consumers and to what degree is a factor in their purchase intentions. A mixed methods approach was employed in the research methodology. This included a quantitively analysis of an online survey to 440 millennials, that after some inclusion criteria reduced to 142 millennials that claim to have purchased footwear because of TikTok.To complement this information, a qualitative analysis of two focus groups was also conducted. Because the sample is not representative (for that to happen, the study would have 384 participants randomly chosen), the conclusions of the participants' sample (N = 142) conclude that TikTok is very influential with Portuguese millennials' footwear consumption. More studies need to be conducted to thoroughly interpret the impact. ; O objeto de estudo desta dissertação é a influência do TikTok no comportamento de consumo de calçado dos millennials portugueses. Os últimos dados mostram que existem mais de 3,5 milhões de utilizadores em Portugal (quase metade do total de utilizadores de redes sociais do país), um feito que o Instagram e o Facebook demoraram mais tempo a alcançar. Esta investigação pretende enfatizar a forma como diferentes estratégias de Marketing (marketing de conteúdo, ...