From Content to Conversion: How Influencer Marketing and Social Media Content Drive Purchase Intention on TikTok Shop Through Brand Trust
DOI:
https://doi.org/10.24256/kharaj.v8i3.11939Keywords:
social media content, ; influencer marketing, brand trust, purchase intention, TikTok ShopAbstract
Purpose: This research seeks to investigate the effects of social media content and influencer marketing on consumers' purchase intention toward TikTok Shop, while also evaluating the mediating role of brand trust within the SOR theoretical framework. Methods: The study employed an associative-causal design and a quantitative methodology. Purposive sampling was used to identify 210 active TikTok Shop users in Indonesia who were at least 17 years old to participate in an online survey utilizing a Google Forms questionnaire. With the aid of SmartPLS 4.0, data analysis was carried out using SEM-PLS. Results: The findings indicated that every proposed hypothesis was empirically supported. Both social media content and influencer marketing exerted significant and positive effects on brand trust as well as purchase intention, with social media content emerging as the most influential determinant of brand trust (coefficient = 0.670). Furthermore, brand trust significantly mediated the relationships betweensocial media content, purchase intention, and influencer marketing. The proposed research model accounted for 69.7% of the variance in purchase intention and 68.5% of the variance in brand trust. Implications: In addition to practical implications for businesses to prioritize social media content quality, choose reliable influencers, and develop brand trust sustainably in order to increase consumer purchase intention in TikTok Shop, these findings offer theoretical contributions to the development of the SOR model in thecontext of social commerce. Future research is recommended to test specific product categories and use a longitudinal design.
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