TikTok's targeted advertising: Reshaping American Consumer Behavior Amiest Government Scrutiny
Year: 2025
Type: article
Abstract: Targeted advertising has emerged as an innovative force in the digital economy, particularly within the e-commerce sector, by leveraging consumer data to deliver personalized advertisement . In the United States, platforms like TikTok have significantly influenced consumers behavior through such targeted strategies. However, the extensive use of consumer data by TikTok has raised national security concerns, leading the U.S. government to consider measures such as forcing ByteDance, TikTok's parent company, to divest its U.S.This situation underscores the profound impact of targeted advertising on American consumers, affecting their purchasing behavior and information consumption patterns.This paper would argue TikTok's targeted advertising strategies has reshape American consumers' purchasing behavior and decision making pattern by enhancing online shopping experience and more preferable goods.
Source: Entrepreneurship and Innovation
Author: Daomeng Wang
Institution: Northeastern University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4408847666