TikTok influencers’ credibility and its impact on local cosmetic purchase intention / Bernadine Adel Sitorus, Sylvia Nabila Azwa Ambad and Cynthia Robert Dawayan

• Main Authors: Sitorus, Bernadine Adel, Azwa Ambad, Sylvia Nabila, Robert Dawayan, Cynthia
• Format: Article
• Language: English
• Published: Universiti Teknologi MARA, Perlis 2024
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: https://ir.uitm.edu.my/id/eprint/101018/1/101018.pdf; https://ir.uitm.edu.my/id/eprint/101018/; https://myjms.mohe.gov.my/index.php/intelek/index
• Institution: Universiti Teknologi Mara

Influencer marketing has become a highly profitable strategy in today’s marketing landscape, with TikTok emerging as a significant platform influencing consumer behaviour. This study examines the impact of TikTok influencers on the Malaysian cosmetic industry, focusing on credibility traits (i.e., t...