The Advertising on Tiktok and The Attitude of University Consumers in Peru

Abstract

Social media is a tool for digital communication in various human activity scenarios, TikTok being one of them, has become an effective instrument for fulfilling the role of advertising, where young people are influenced by this platform in their purchasing attitudes towards goods and services. The objective is to determine the relationship between advertising on TikTok and the consumption attitudes of university students in Peru. The research approach used was quantitative, non-experimental, and cross-sectional, for which, university students from the largest universities in Peru have been surveyed. The results show that advertising on TikTok through short videos is directly and significantly related to consumption attitudes, with a high correlation of r= 0.761 and significance level of 0.000, where tourism-related messages are shared by 15%, with other categories lower than this percentage. However, more than 40% of students did not share any messages. Only 8% of students participated in environmental conservation actions as an indicator of consumption.