My team and I conducted research on the impact TikTok has on college students, especially in terms of consumer behavior. We explored how the app’s algorithm tracks user activity to target them with personalized advertisements. TikTok has evolved into a platform where users not only consume content but also make purchases directly. This convenience and trend-driven culture can lead students to buy impulsively just to fit in. Our goal was to understand how these habits affect students’ spending and awareness.