Factors influencing consumer purchase intention of cosmetic Products through TikTok marketing in Malaysia

Sudhakar Madhavedi (), Suvendran Morganasundram (), Wong Chee Hoo (), Regalla Ravikanth () and Arasu Raman ()

International Journal of Innovative Research and Scientific Studies, 2025, vol. 8, issue 6, 870-883

Abstract: The proliferation of TikTok as a dynamic social media platform has revolutionized marketing strategies in Malaysia's burgeoning cosmetics industry. This study explores the influence of TikTok influencers on consumer purchase intentions, focusing on three critical factors: customer trust in influencer marketing, influencer attractiveness, and engagement. Drawing upon existing literature and theoretical frameworks, the study develops a conceptual model to analyze these factors' impact on consumer behavior. Findings from previous studies suggest that customer trust, shaped by the perceived credibility of influencers, significantly enhances purchase intentions. Influencer attractiveness, characterized by physical appeal and alignment with societal beauty standards, plays a pivotal role in capturing consumer interest and driving engagement. Engagement, measured through interactions such as likes, comments, and shares, further amplifies the effectiveness of influencer content in influencing consumer behavior. The study’s conceptual framework is grounded in theories such as the Elaboration Likelihood Model and Social Comparison Theory, which emphasize the interplay of these variables in shaping purchase decisions. This research aims to fill a gap in understanding TikTok’s role in the Malaysian cosmetics market. While the findings are drawn from previous studies, the research sets the stage for empirical validation through quantitative methods. The study contributes to academia by addressing the limited literature on TikTok marketing in Malaysia and offers actionable insights for cosmetics brands to enhance their influencer marketing strategies.

Keywords: Consumer Behavior; Customer trust; Influencer marketing; Purchase Intention. (search for similar items in EconPapers)
Date: 2025
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