Peers, Privacy & Pleasure: A mapping of how social norms influence consumers in their diffusion of a social media application with privacy implications, the case of TikTok
Abstract
TikTok, the social media network where users can post and share user created content with
one another, has fallen under examination of governments across the globe due to rising
distress in regards to the privacy implications that the app may have. Understanding how
TikTok reached such success even with an apparent privacy implication calls for a mapping of
the social norms (Injunctive, Descriptive, Personal) and how they shaped consumer
perceptions. Applying a conceptual model that links the diffusion of innovations and how the
perceptions of the observability, complexity, trialability, relative advantage, and compatibility
of TikTok were influenced by social norms in the eyes of the consumers. Furthermore, the
privacy implication was added to the mix to distinguish how it impacts the perception of
TikTok and also how that fell under normative influence. The findings stated that both
injunctive and descriptive norms were the most salient in influencing consumers, this was
however depending on the situation. Furthermore, the relative advantage, and compatibility
fell under the influence of the privacy implication. The study contributes to a greater
understanding of how social norms influence consumers in their diffusion of innovations and
shaping of their perceptions to an app like TikTok. Applying the findings, understanding that
using social norms to influence consumer perceptions to new innovations becomes an
important tool for marketing managers in the future to demonstrate elements of their
innovations.
Degree
Master 2-years
Other description
MSc in Marketing and Consumption
Collections
View/ Open
Date
2023-07-03Author
Fohlin, Axel
Klittmar, Carl
Keywords
Social Norms
Injunctive Norms
Descriptive Norms
Personal Norms
Privacy Implication
Privacy Concern
Privacy Risk
Diffusion of Innovation
TikTok
Series/Report no.
2023:126
Language
eng
Metadata
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