This paper investigates the influence of TikTok trends on the consumer behavior of young people in Croatia, with a special emphasis on the role of consumerism, social network algorithms and influencers. Through the theoretical framework of consumerism and new media, it is analyzed how TikTok, through its algorithms and popular trends, encourages the consumption of not only digital content, but also physical products, whereby the platform uses an algorithm to personalize content according to the interests of users. At the same time, TikTok represents a space where influencers, through parasocial relationships, play a key role in shaping the perceptions and consumer decisions of their followers, providing specific recommendations or styling products in a way that increases their appeal. In addition, influencers encourage the desire of users, i.e. followers, to own products in order to construct their identity. Survey research collected data on the use of TikTok among young people between the ages of 18 and 30, with an emphasis on their habits related to following trends, interacting with influencers, and buying products popularized through TikTok. The research results show a high level of awareness of TikTok trends, but with limited influence on specific consumer decisions. The majority of respondents use the platform primarily for entertainment, while a smaller percentage follow or participate in trends that would result in product purchases. These results open up space for further research into the role of TikTok in the digital economy, the impact of algorithms on consumer behavior, and how social networks redefine relationships between users, influencers and brands in the context of modern consumerism.