This study examines the intricate relationship between social media use and consumer behavior, with a particular focus on TikTok's growing influence on Generation Y's purchasing decisions. Drawing on established theory and empirical evidence, it identifies the key factors shaping online consumer choice — social influencers, user-generated content, and online reviews — and explains how TikTok's algorithmic recommendation system enhances product discovery and drives purchase intent. The analysis traces the shift from traditional online shopping toward a more dynamic, socially embedded shopping experience, showing how the platform is reshaping advertising, promotion, and consumer habits among younger audiences. Based on these findings, the study offers actionable insights for businesses seeking to design effective, platform-driven promotional strategies.
