Online impulse buying on TikTok platform: Evidence from Indonesia

Materialism has been given great attention in the consumer behavior literature. How materialistic tendencies are shaped by advertising has also been documented. Yet, the impact of consumers’ materialism on their perceptions of ads is not clearly understood. The goal of this research is to examine the relationship between an individual’s materialism and his/her perceptions of various kinds of advertising. Using four specific advertising appeals (i.e., interpersonal, prestige/status, achievement, and appearance-related), attitudes toward the ad, and thoughts elicited by the advertisement were measured and compared across high and low materialism groups. Significant differences were found between respondents from the two groups with respect to the evaluation of each type of appeal. When prestige/status, achievement, and appearance-related appeals were used in advertising, they were evaluated more favorably by consumers with high levels of materialism than by consumers with low levels of materialism. In contrast, advertising that used an interpersonal appeal was viewed more favorably by consumers with low levels of materialism. The results of this research provide implications for marketers on three perspectives: the furthering of our conceptualization of the materialism construct, the design of promotional communication for specific target markets, and the public policy dimension of targeting consumers more vulnerable to certain appeals.

The rapid expansion of social media has transformed marketing strategies, with influencer marketing emerging as a powerful tool for consumer engagement. Particularly in the cosmetics business, TikTok has become well-known as a major platform where influencers influence buying habits. Given the increasing reliance on influencer recommendations, understanding the key characteristics that drive purchase intentions is crucial for businesses aiming to optimize their marketing strategies. This study investigates the impact of TikTok influencers’ characteristics, such as physical attractiveness, trustworthiness, expertise, and interactivity, on Vietnamese consumers’ cosmetics purchase intentions. Grounded in social learning theory, the research explores how users observe and emulate influencers’ behaviors in their decision-making process. A mixed-method approach was adopted, beginning with qualitative interviews with 20 TikTok users to identify key influencer attributes affecting purchase decisions. This was followed by a quantitative survey of 312 Vietnamese TikTok users with prior experience purchasing cosmetics. The study employed statistical analyses, including correlation and regression tests, to determine the significance of influencer characteristics on purchase intention. The study revealed notable gender differences in cosmetics purchasing motivations, with women showing a higher propensity to purchase due to their greater engagement with these products. The attractiveness of influencers is the strongest predictor of purchase intention, followed by trustworthiness, and interactivity, whereas expertise does not play a critical role. These insights provide valuable implications for cosmetic brands, emphasizing the importance of selecting visually appealing influencers while maintaining credibility and audience engagement.

This study holds significance due to the increasing impact of influencer marketing on consumer behavior, particularly among the youth demographic in Saudi Arabia. This study aims to examine how influencer marketing influences perceived credibility and purchase intention, emphasizing the roles of transparency and cultural factors in shaping consumer behavior.
A descriptive-analytical method was utilized, the research was conducted at University of Bisha, incorporating a structured survey to gather data from 384 university students, both male and female. The sample was meticulously chosen to embody the characteristics of young consumers, a group recognized for its significant involvement with social media channels and vulnerability to influencer marketing tactics. The findings indicate that the traits of influencers play a crucial role in boosting purchase intention (β = 0.42, p < 0.001). Furthermore, the influence of brand credibility on purchase intention is significant (β = 0.51, p < 0.001), and it serves as a partial mediator in the connection between influencer characteristics and purchase intention (indirect effect = 0.27, p < 0.001). The results underscore Snapchat’s prominence as the leading platform among participants, illustrating its significance for focused influencer marketing initiatives. Marketers are advised to prioritize transparent and authentic collaborations with influencers to strengthen brand credibility and foster consumer trust. Emphasizing partnerships with influencers whose values align with students’ interests on Snapchat will enhance engagement and drive purchasing behavior. This information provides actionable direction for marketers aiming to enhance their influencer marketing approaches, cultivating enduring consumer confidence and sustainable brand development among younger demographics.