Tiktok-trend eller äkta rekommendation?

Sammanfattning

This study examines how influencers on TikTok affect young women’s consumption behavior within the fashion and beauty sectors, with a particular focus on perceived credibility. The study is based on Source Credibility Theory, Parasocial Relationship Theory and Buyer Behavior Theory. A qualitative research strategy was applied through semi-structured interviews with nine women aged 18–24 who actively use TikTok.The findings show that influencers can affect consumption behavior through inspiration, repeated exposure and perceived authenticity. Factors such as trustworthiness, expertise, relatability and transparent product reviews were identified as central for how credibility isperceived. The results also indicate that repeated exposure to products and influencers on TikTok contributes to the development of parasocial relationships, which can strengthen trustand influence purchasing decisions. At the same time, the study shows that participants were critical toward influencers who promoted products too frequently or appeared overly commercial. Recommendations from friends and family were often considered more trustworthy than influencer recommendations.The study concludes that influencers on TikTok play an important role in shaping young women’s purchasing decisions and consumption patterns within fashion and beauty, primarily by influencing how products are discovered, evaluated and discussed in digital environments.