Final Year Project (Dissertation)
Final Year Project (Dissertation) on "Impact of TikTok and YouTube on consumers decision making in the technology sector. "
- Learned how TikTok and YouTube influenced tech purchase decisions in the technology sector.
- Tested the hypothesis that TikTok was mostly used by females and YouTube by males for technology research.
- Conducted a survey with a total of 55 respondents with quantitative and qualitative questions, mixing closed and open-ended questions.
- Used thematic analysis for qualitative data and SPSS (Statistical Package for the Social Sciences) for selected closed questions.
- SPSS results showed females used TikTok and males used YouTube for technology research.
- Findings indicated influencers, brand ambassadors, advertisements, discount codes, and reviews on TikTok and YouTube impacted tech consumer behaviour and purchase decisions.