This paper analyses consumer attitudes towards Internet-based e-shopping. With the results of this study, marketers and advertisers will be able to utilize this information in their current line of work. As TikTok mainly features short-form videos, they should keep in mind how the short duration of the advertisements must cover the message they aim to convey to their audience. Research shows that the online atmosphere can affect the enhancement of users’ emotions and thus promotes their buying behaviour, Social networks are becoming an efficient tool for IT-based business, by providing several services for both consumers and marketers. The aim of this paper is to investigate to what extend social networks, as Tiktok, influence consumer’s purchasing decision in the on line market selection. Tiktok platform has become a new front line for brands in their efforts to build relationships with their customers.