Speaker
Description
The rapid rise of TikTok as a dominant social media platform has transformed digital marketing strategies, particularly through influencer-driven content. This conceptual paper examines the critical variables that shape online purchase intention among TikTok users in Malaysia, focusing on five key constructs: influencer credibility, consumer engagement, electronic word-of-mouth (eWOM), impulse buying behavior, and content presentation. Drawing upon the Theory of Planned Behavior (TPB) as the primary framework, and supported by the Source Credibility Theory, Parasocial Interaction Theory, and Affective Transfer Theory, the paper proposes a comprehensive model that integrates both rational and emotional dimensions of consumer behavior. By synthesizing relevant literature, this study highlights the interplay between social influence, digital content aesthetics, and behavioral triggers in the TikTok ecosystem. The proposed model offers significant theoretical contributions to the field of social media marketing and provides practical implications for marketers, platform developers, and policymakers seeking to understand and harness the persuasive power of influencer marketing.
