Role of Tiktok in influencing purchasing behavior of iphone among students of University of Ilorin Department: Mass Communication By: Eniolamoses Project ID: 9285 Rating: (5.0) votes: 1Rate this project12345 Price:₦5000 Get the Complete MaterialAbstractThis study examined the role of TikTok in influencing the purchasing behavior of iPhones among students of the University of Ilorin. Specifically, the study investigated the extent to which TikTok content influences iPhone purchasing decisions, assessed the role of influencer marketing and peer-generated reviews in shaping perceptions of iPhone value and desirability, and evaluated the relationship between TikTok usage intensity and actual iPhone purchase behavior among students. The study adopted a quantitative cross-sectional survey design. The target population consisted of undergraduate and postgraduate students of the University of Ilorin, with a sample size of 250 respondents selected through a stratified random sampling technique. Data were collected using a structured questionnaire and analyzed using descriptive statistics, Pearson Product-Moment Correlation, and Multiple Linear Regression. Findings revealed that TikTok content significantly influences iPhone purchasing decisions among students, with an overall mean score of 3.83 and 68.4% of respondents indicating that TikTok content affects their consideration and purchase decisions. Influencer marketing and peer-generated reviews were found to have the strongest impact on students’ perceptions of iPhone value and desirability, recording the highest overall mean score of 3.92 and emerging as the strongest predictor of purchase behavior (ß 0.356, p 0.01). The study further established a significant positive relationship between TikTok usage intensity and actual iPhone purchase behavior (r 0.592, p 0.01), indicating that increased engagement with TikTok is associated with stronger purchase intentions and faster purchase decisions. Collectively, TikTok content exposure, influencer and peer reviews, and usage intensity explained 58.1% of the variance in iPhone purchase behavior (R² 0.581). All three null hypotheses were rejected. ...Preview Download Preview +Other Mass Communication project topics and materials you might be interested in»Impact of social media on students academic performance (a study of students of university of Abuja) »Impact of social media on modern journalism (a study of journalists in Makurdi metropolis) »Impact of information and communication technology (ICT) on radio news reporting (a study of Atlantic FM Uyo) »Perception of cyber crime among Nigerian youths (a study of Caritas university) »The effect of government ownership and control of mass media objectivity reporting (a case study of Enugu state broadcasting services) »Coverage of foreign news by Nigerian newspapers: A content analysis of vanguard and daily sun newspapers»Audience perception of Nigerian newspapers on the internet»Impact of mobile phone on agricultural information among Otukpo farmers»The Effects of Television Commercials on Buying Habits of Enugu Metropolis ( A Case Study of Omo and Elephant Detergents )»Importance of indigenous language in broadcasting media»Influence of news censorship on the performance of media houses in Nigeria (a study of Nasarawa broadcasting service, Lafia) »Role of communication technology in improving work efficiency of AIT staff (a study of AIT Abuja) »Influence of television advertising on consumer buying habits of Guinness stout in Ikeja community of Lagos state»The effect of AKBC tv peak milk advertisement on the consumers buying habit»Effect of public relations on the consumer (a case study of premier breweries plc)