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.