The impact of Tiktok trends on University students’ consumption behavior: A comparative study at The University of Social Sciences and Humanities and The University of Economics, Vietnam National University, Hanoi

Abstract

In the context of accelerating digital transformation, TikTok has emerged as a dominant socio-digital platform that profoundly shapes consumer behavior among young people, particularly university students. Drawing on survey data from 393 students at the University of Social Sciences and Humanities and the University of Economics, Vietnam National University, Hanoi, this study examines the influence of TikTok-driven trends on student consumption behavior using a mixed-methods approach. Grounded in the Stimulus-Organism-Response (S-O-R) framework, the study investigates how platform-based stimuli-including video content, influencer marketing (KOL/KOC), electronic word-of-mouth (eWOM), peer pressure, and digital cultural factors-affect behavioral responses, with Fear of Missing Out (FOMO) conceptualized as a key mediating mechanism. The findings reveal that trend-driven consumption is increasingly prevalent, characterized by heightened engagement with trending products and a growing tendency toward impulsive purchasing. Notably, video content, social influence, and FOMO are identified as significant drivers of consumer behavior. This study contributes to the literature by extending the S-O-R framework in the context of platform-based consumption, highlighting a shift from socially driven consumption toward content- and experience-oriented behavior. It also offers practical implications for fostering responsible consumption and designing more effective digital marketing strategies on TikTok.