FROM SCROLLING TO PURCHASE: INFLUENCERS, EWOM, AND IN-FEED ADS ON TIKTOK
DOI:
https://doi.org/10.55197/qjssh.v7si4.1539Keywords:
customer purchase intention, Social Media Influencer (SMIs), Electronic Word-of-Mouth (eWOM), in feed advertisingAbstract
TikTok, a highly popular application, has emerged as a formidable marketing instrument due to its distinctive and engaging features. The platform provides advanced targeting capabilities, enabling businesses to effectively connect with their desired audience to access various information. In 2022, TikTok achieved the highest number of downloads and user engagement among social media applications in Malaysia. Thus, the purpose of this study is to empirically investigate the impact of the TikTok platform on consumers' purchasing intentions regarding instant noodle products in Malaysia. The problem statement emphasizes the necessity of understanding how TikTok influences customer purchase intentions for instant noodles products. Utilizing descriptive research design, the study surveyed 169 respondents and applied various data analysis methods, including multiple regression analysis. Results indicate that Social Media Influencers (SMIs), Electronic Word-of-Mouth (eWOM), and In-Feed Advertising significantly correlate with customer purchase intentions. These variables demonstrate that TikTok’s effectiveness lies in its ability to leverage influencer credibility, peer recommendations, and personalized advertising formats to drive purchase decisions towards instant noodle products. Based on these findings, it furnishes instant noodle products marketers with a set of strategic recommendations to enhance their TikTok platform as a potent marketing tool to enhance customer purchase intentions. Recommendations include fostering interactive content engagement through influencers, utilizing in-feed live demonstrations to showcase product use, designing job-specific content campaign strategies to target niche audiences, and encouraging collaborative content creation to enhance authenticity and relatability. Additionally, these strategies position TikTok as a potent marketing tool capable of enhancing customer purchase intentions and reinforcing brand loyalty within Malaysia’s competitive instant noodle market.
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