Factors Influencing Tiktoker's Purchasing Intention In Malaysia
This study explores comprehensively into the multifaceted factors that shape the purchasing decisions of Malaysian TikTok users, focusing keenly on three pivotal variables: influencer endorsement, advertisement, and user engagement manifested through commentary and reviews. In the ever-evolving land...
Saved in:
| Main Author: | |
|---|---|
| Format: | Thesis |
| Language: | eng eng |
| Published: |
2024
|
| Subjects: | |
| Online Access: | https://etd.uum.edu.my/11231/1/depositpermission-s831849.pdf https://etd.uum.edu.my/11231/2/s831849_01.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| id |
my-uum-etd.11231 |
|---|---|
| record_format |
uketd_dc |
| spelling |
my-uum-etd.112312024-08-04T03:45:50Z Factors Influencing Tiktoker's Purchasing Intention In Malaysia 2024 Mohammad Asyraf, Mohammad Nazir Ahmad, Norzieiriani School of Business Management School Of Business Management HF5001-6182 Business This study explores comprehensively into the multifaceted factors that shape the purchasing decisions of Malaysian TikTok users, focusing keenly on three pivotal variables: influencer endorsement, advertisement, and user engagement manifested through commentary and reviews. In the ever-evolving landscape of social media, TikTok stands out as a dynamic platform where trends shift rapidly, and user-generated content dominates. Understanding the nuanced interplay been these elements is essential for marketers and businesses aiming to leverage the platform effectively. Employing a rigorous quantitative approach, the study embarks on a jney to glean insights from the behaviors and preferences of 442 active TikTok users across Malaysia. Through an intricately designed survey questionnaire, data is meticulously collected to dissect the impact of influencer endorsements, advertisement, and engagement on the purchasing inclinations of TikTok's vibrant community. TikTok influencers wield considerable influence as opinion leaders, shaping trends and consumer perceptions. This research endeavors to unravel the mechanisms through which influencer endorsements resonate with users, engender trust, and ultimately influence purchasing decisions. Moreover, the study extends its focus to user engagement, manifested through commentary and reviews. User-generated content serves as a cornerstone of TikTok's appeal, fostering a sense of community and facilitating organic interactions. By dissecting the dynamics of user engagement, this research endeavors to elucidate its impact on purchasing behavior, highlighting the significance of community-driven interactions in shaping consumer preferences and decisions. By delving deep into influencer endorsement dynamics, assessing the efficacy of advertisement strategies, and unraveling the nuances of user engagement, the research aims to offer valuable insights for marketers and businesses seeking to navigate the complexities of TikTok's vibrant ecosystem The outcomes of this research not only enhance the understanding of TikTok as a porful e- commerce platform but also offer practical implications for marketers, influencers, and businesses aiming to optimize their strategies for engaging the Malaysian consumer market through TikTok. 2024 Thesis https://etd.uum.edu.my/11231/ https://etd.uum.edu.my/11231/1/depositpermission-s831849.pdf text eng staffonly https://etd.uum.edu.my/11231/2/s831849_01.pdf text eng public other masters Universiti Utara Malaysia |
| institution |
Universiti Utara Malaysia |
| collection |
UUM ETD |
| language |
eng eng |
| advisor |
Ahmad, Norzieiriani |
| topic |
HF5001-6182 Business |
| spellingShingle |
HF5001-6182 Business Mohammad Asyraf, Mohammad Nazir Factors Influencing Tiktoker's Purchasing Intention In Malaysia |
| description |
This study explores comprehensively into the multifaceted factors that shape the purchasing decisions of Malaysian TikTok users, focusing keenly on three pivotal variables: influencer endorsement, advertisement, and user engagement manifested through commentary and reviews. In the ever-evolving landscape of social media, TikTok stands out as a dynamic platform where trends shift rapidly, and user-generated content dominates. Understanding
the nuanced interplay been these elements is essential for marketers and businesses aiming to leverage the platform
effectively. Employing a rigorous quantitative approach, the study embarks on a jney to glean insights from the behaviors and preferences of 442 active TikTok users across Malaysia. Through an intricately designed survey questionnaire, data is meticulously collected to dissect the impact of influencer endorsements, advertisement, and engagement on the purchasing inclinations of TikTok's vibrant community. TikTok influencers wield considerable
influence as opinion leaders, shaping trends and consumer perceptions. This research endeavors to unravel the mechanisms through which influencer endorsements resonate with users, engender trust, and ultimately influence purchasing decisions. Moreover, the study extends its focus to user engagement, manifested through commentary and reviews. User-generated content serves as a cornerstone of TikTok's appeal, fostering a sense of community and facilitating organic interactions. By dissecting the dynamics of user engagement, this research endeavors to elucidate its impact on purchasing behavior, highlighting the significance of community-driven interactions in
shaping consumer preferences and decisions. By delving deep into influencer endorsement dynamics, assessing the efficacy of advertisement strategies, and unraveling the nuances of user engagement, the research aims to offer valuable insights for marketers and businesses seeking to navigate the complexities of TikTok's vibrant ecosystem The outcomes of this research not only enhance the understanding of TikTok as a porful e- commerce platform but also offer practical implications for marketers, influencers, and businesses aiming to optimize their strategies for
engaging the Malaysian consumer market through TikTok. |
| format |
Thesis |
| qualification_name |
other |
| qualification_level |
Master's degree |
| author |
Mohammad Asyraf, Mohammad Nazir |
| author_facet |
Mohammad Asyraf, Mohammad Nazir |
| author_sort |
Mohammad Asyraf, Mohammad Nazir |
| title |
Factors Influencing Tiktoker's Purchasing Intention In Malaysia |
| title_short |
Factors Influencing Tiktoker's Purchasing Intention In Malaysia |
| title_full |
Factors Influencing Tiktoker's Purchasing Intention In Malaysia |
| title_fullStr |
Factors Influencing Tiktoker's Purchasing Intention In Malaysia |
| title_full_unstemmed |
Factors Influencing Tiktoker's Purchasing Intention In Malaysia |
| title_sort |
factors influencing tiktoker's purchasing intention in malaysia |
| granting_institution |
Universiti Utara Malaysia |
| granting_department |
School of Business Management |
| publishDate |
2024 |
| url |
https://etd.uum.edu.my/11231/1/depositpermission-s831849.pdf https://etd.uum.edu.my/11231/2/s831849_01.pdf |
| _version_ |
1811772572994371584 |