The Influence of TikTok in Portuguese Millennials’ Footwear Consumer Behaviour

This study focusses on the influence of TikTok on Portuguese millennials’ footwear consumer behaviour. Recent data shows that there are over 3.5 millions of users in Portugal (almost half of the country’s total social media users), but little research has been done so far to understand how the platform impacts users and their consumer behaviour, specifically regarding the footwear industry. This investigation emphasizes how different strategies in Marketing (content marketing, influencer marketing, word-of-mouth, virality) are perceived by the consumers and to what extent it influences their purchase intentions. A mixed methodology was implemented, including a quantitatively analysis of an online survey with 142 valid participants, and then a qualitative analysis of two focus groups, to complement the information. The results concluded that TikTok is very influential with Portuguese millennials’ footwear consumption.