Exposure to Fashion Content on TikTok: Perceived Influences on Personal Fashion Style and Perceived Identity Among Young Adults in Sweden

Sammanfattning

A large majority of young adults in Sweden use social media daily, with TikTok being one of the most prominent visually oriented platforms. One type of content presented on TikTok is fashion-related content, suggesting that users may be exposed to such content. This study explores how young adults in Sweden perceive that the exposure of fashion-related content on TikTok potentially influences their personal style and perceived identity. Furthermore, the study investigates how these findings may differ between female and male participants. By implementing semi-structured interviews, participants shared experiences and perspectives regarding exposure to fashion-related content on TikTok, personal style, and the potential connection between personal style and perceived identity. The collected data was analyzed through thematic analysis which resulted in four different themes. The results of the investigation and analysis indicated that TikTok is perceived primarily as a source of inspiration that may influence personal style to some extent. However, participants did not experience the platform as directly influencing behavioral changes regarding their personal style. Additionally, participants considered personal style and perceived identity as connected, although personal style was regarded as a flexible concept depending on different contexts. The comparison between female and male participants suggested minor differences and instead, similarities across several variables were identified. The findings of the study suggest that the personal style of TikTok users may be somewhat influenced by exposure to fashion-related content on the platform, which may consequently be connected to one’s perceived identity. Therefore, it may be of interest for TikTok users to acknowledge this potential influence.