A Scoping Review of Data Privacy Concerns and Their Role on Consumer Decision-Making in TikTok Social Commerce: Exploring Social Media Engagement and Digital Trust
DOI:
https://doi.org/10.52152/RCR.V14.S5Keywords:
Data Privacy, Consumer Decision-Making, TikTok Social Commerce, Social Media Engagement, Digital TrustAbstract
This research studies the impact of privacy worries on customers who use social commerce on TikTok while highlighting their behavior toward digital trust and social media involvement. The understanding of privacy behaviors becomes vital as TikTok continues expanding because it helps to build user trust and maintain interaction. Researcher applied PRISMA-ScR methodology to review 15 peer-reviewed articles and industry reports in order to complete their investigation. The study identified consumer trust as well as social media engagement together with privacy risk perceptions as its essential findings. The review evidence shows that privacy issues function as a major component that influences both user trust development and TikTok social commerce involvement. The strategies used for trust-building together with intergenerational differences significantly shape how users behave in the platform. This study offers actionable insights for platform developers, marketers, and policymakers, stressing the importance of transparent data management and ethical marketing practices. It also outlines future research directions, including mixed-method and cross-cultural studies, to deepen understanding of the interplay between privacy and trust. The findings support the development of a sustainable and ethical social commerce environment.
References
Ahmad, A., Ghani, N. A., & Hamid, S. (2025). Examining the predictors of consumer trust and social commerce engagement: A systematic literature review. Journal of Theoretical and Applied Electronic Commerce Research, 20(3), 247. https://doi.org/10.3390/jtaer20030247
Akour, M., & Alenezi, M. (2022). Higher education future in the era of digital transformation. Education Sciences, 12(784), 1–13. https://doi.org/10.3390/educsci12110784
Andrea C. Tricco, Erin Lillie, Wasifa Zarin, et al. (2018). PRISMA extension for scoping reviews (PRISMA-ScR): checklist and explanation. Annals of Internal Medicine, 169(7), 467-473. http://doi.org/:10.7326/M18-0850
Attar, R. W., Almusharraf, A., Alfawaz, A., & Hajli, N. (2022). New trends in e-commerce research: Linking social commerce and sharing commerce: A systematic literature review. Sustainability, 14(23), 16024. https://doi.org/10.3390/su142316024
Bamiro, N. B., Zakariyah, Z., Li, Q., & Adewale, S. (2024). Evaluating the Psychometric Properties of Economic Literacy Measures: A Systematic Review. Asian Journal of Assessment in Teaching and Learning, 14(1), 85-104. https://doi.org/10.37134/ajatel.vol14.1.8.2024
Braun, V., Clarke, V., Braun, V., & Clarke, V. (2019). To saturate or not to saturate ? Questioning data saturation as a useful concept for thematic analysis and sample-size rationales useful concept for thematic analysis and sample-size rationales. Qualitative Research In Sport, Exercise And Health, 13(2), 201–216. https://doi.org/10.1080/2159676X.2019.1704846
Bujang, M. A. (2023). An elaboration on sample size planning for performing a one-sample sensitivity and specificity analysis by basing on calculations on a specified 95% confidence interval width. Diagnostics, 13(8), 1390. https://doi.org/10.3390/diagnostics13081390
Burhanudin, B. (2024). Managing social commerce: does customer review quality matter? Procedia Computer Science, 234, 1459–1466. https://doi.org/10.1016/j.procs.2024.03.146
Cigdem, C.E., Ayşegül, T., & Ali, C. (2023). Understanding finfluencer engagement: a conceptual framework of attitude development and continued usage in video consumption. MENACIS 2023. 17. https://aisel.aisnet.org/menacis2023/17
Fujiwara, T., & Martin, H. (2023). Investigating the Impact of Socia Media on Consumer Behavior in Online Fashion Retail: A Focus on Influencer Marketing and Visual Content Strategies. Cebong Journal, 3(1), 14-22. https://plus62.isha.or.id/index.php/cebong/article/view/180
Gvili, Y., & Levy, S. (2021). Consumer engagement in sharing brand-related information on social commerce: the roles of culture and experience. Journal of Marketing Communications, 27(1), 53–68. https://doi.org/10.1080/13527266.2019.1633552
Hassim, A. A., & Shamsudin, M. F. (2023). Exploring the Influence of Live Streaming on Consumer Purchase Decisions in Social Commerce in Malaysia. Asia Pacific Journal of Social Science Research, 8(1), 10-10. https://doi.org/10.5281/zenodo.10059632
Hu, J. (2024). Exploring the Influence of Social Media Shops: A Comparative Analysis of Instagram and TikTok. International Journal of Social Science and Economic Research. https://doi.org/10.46609/IJSSER.2024.v09i09.033
Irawan, Elia, A., & Benius. (2022). Interactive effects of citizen trust and cultural values on pro-environmental behaviors: A time-lag study from Indonesia. Heliyon, 8(3), e09139. https://doi.org/10.1016/j.heliyon.2022.e09139
Isti'anah, M., Suhud, U., & Usman, O. (2022). Analyzing decision-making factors for using social media: The role of trust and information sharing. European Journal of Management Issues, 30(3), 142-152. https://doi.org/10.15421/192213
Klein, J. F., Zhang, Y., Falk, T., Aspara, J., & Luo, X. (2020). Customer journey analyses in digital media: exploring the impact of cross-media exposure on customers’ purchase decisions. Journal of Service Management, 31(3), 489–508. https://doi.org/10.1108/JOSM-11-2018-0360
Mardiani, E., Rahmansyah, N., Desmana, S., & Rifqi, A. (2023). Analysis of buyer trust in web e-commerce shop and travel. Journal Sains Dan Teknologi Industri, 20(2), 850. https://doi.org/10.24014/sitekin.v20i2.22346
McHugh, M. L. (2012). Lessons in biostatistics interrater reliability : The kappa statistic. Biochemica Medica, 22(3), 276–282. Retrieved from https://hrcak.srce.hr/89395
Nanjundeswaraswamy, T. S., & Divakar, S. (2021). Determination of sample size and sampling methods in applied research. Proceedings on Engineering Sciences, 3(1), 25-32. https://doi.org/10.24874/PES03.01.003
Pop, R., Săplăcan, Z., Dabija, D., & Alt, M. (2021). Current issues in tourism the impact of social media influencers on travel decisions : the role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823–843. https://doi.org/10.1080/13683500.2021.1895729
Pyle, M. A., Smith, A. N., & Chevtchouk, Y. (2021). In eWOM we trust: Using naïve theories to understand consumer trust in a complex eWOM marketspace. Journal of Business Research, 122, 145–158. https://doi.org/10.1016/j.jbusres.2020.08.063
Rice, C. (2020). Digital storytelling. The Routledge Companion to Health Humanities, 341–345. https://doi.org/10.4018/ijicte.2017010107
Ridko, V. (2024). The role of social media in shaping consumer behaviour and purchase decisions in social commerce: in the context of tiktok (Doctoral dissertation). https://portalcris.vdu.lt/server/api/core/bitstreams/133ad1d5-82f7-4872-903b-d418c29caf56/content
Rizqi, M., & Faujianor, A. (2024). Validity of the development of chart and audio learning media in ablution materials. Attractive: Innovative Education Journal, 6(3), 414-422. https://doi.org/10.51278/aj.v6i3.1702
Rustantono, H., Soetjipto, B. E., Wahjoedi, W., & Sunaryanto, S. (2020). Socio-economic factors and rural competitive advantage: The moderating role of economic literacy. Journal of Asian Finance, Economics and Business, 7(8), 151–159. https://doi.org/10.13106/JAFEB.2020.VOL7.NO8.151
Shi, S., Gong, Y., & Gursoy, D. (2021). Antecedents of trust and adoption intention toward artificially intelligent recommendation systems in travel planning: A heuristic–systematic model. Journal of Travel Research, 60(8), 1714–1734. https://doi.org/10.1177/0047287520966395
Sifat, M. (2024). Social Media and e-commerce integration: A comparative analysis of consumer behaviour of young adults in Bangladesh and Finland. https://www.theseus.fi/handle/10024/876702
Srivastava, M., & Sivaramakrishnan, S. (2021). The impact of eWOM on consumer brand engagement. Marketing Intelligence and Planning, 39(3), 469–484. https://doi.org/10.1108/MIP-06-2020-0263
Steensen, S., Ferrer-Conill, R., & Peters, C. (2020). (Against a) Theory of audience engagement with news. Journalism Studies, 20, 1662–1680. https://doi.org/10.1080/1461670X.2020.1788414
Taeratanachai, C., Wonglorsaichon, P., & Agmapisarn, C. (2024). Relationship quality as a mediator of the effects of social commerce on purchase intentions. ABAC Journal, 44(2), 94-122. https://doi.org/10.59865/abacj.2024.20
Taylor, H., Strauss, C., & Cavanagh, K. (2021). Can a little bit of mindfulness do you good? A systematic review and meta-analyses of unguided mindfulness-based self-help interventions. Clinical Psychology Review, 89. https://doi.org/10.1016/j.cpr.2021.102078
Wahyuni, I., Arifiansyah, R., Meidasari, E., & Siskawati, I. (2024). The role of brand equity, digital marketing, customer experience, and social media engagement on consumer purchase intention on TikTok Shop application. International Journal of Business, Law, and Education, 5(2), 2806-2815. https://doi.org/10.56442/ijble.v5i2.942
Weeks, B. E., & Lane, D. S. (2020). The ecology of incidental exposure to news in digital media environments. Journalism, 21(8), 1119-1135. https://doi.org/10.1177/1464884920915354
Xinyu, C., Wannasiri, P., & Chai-ittipornwong, T. (2024). Influence of the tiktok application on the online shopping behavior of college students. Journal of Value Chain Management and Business, 3(4), 33-45. https://so08.tci-thaijo.org/index.php/VCMBS/article/view/4191
Zheng, D., Luo, Q., & Ritchie, B. W. (2022). The role of trust in mitigating perceived threat, fear, and travel avoidance after a pandemic outbreak: a multigroup analysis. Journal of Travel Research, 61(3), 581–596. https://doi.org/10.1177/0047287521995562
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The philosophy of the journal is to be open and to make all articles accessible. It is our belief that open access is a must in the future of science.
Authors who publish with RCR accept a slightly modified Creative Commons Attribution-NonCommercial 3.0 Unported License.
You, as author, retain the copyrights for your paper, but the Review of Communication Research is granted exclusivity for publication of the article. The agreement allows others to share the work with an acknowledgement of the work's authorship and publication in this journal. We do not want third parties to make a commercial use of the article, unless we agree it with authors.
The journal will run an open review process as well as a traditional peer review process.
When the manuscript is accepted for publication, it will get a doi number and get available online to facilitate early citation.
The journal will post the published article to many public repositories for further diffusion and permanence.
You, as author, are permitted and encouraged to post your work online (e.g., in institutional repositories or on your website), as it can lead to productive exchanges, as well as earlier and greater citation of published work.
If you have any doubts, please, contact the editor: editor@rcommunication.org
Many thanks for submitting your work to this journal.
