Behavioural Impacts of TikTok on Malaysian Youths: Has Influencer Marketing Affects Young Consumers’ Online Social Media Purchase Intention?

Pang, Kok Onn (2021) Behavioural Impacts of TikTok on Malaysian Youths: Has Influencer Marketing Affects Young Consumers’ Online Social Media Purchase Intention? Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The viral mobile application, TikTok is commonly used among young Malaysians and is seen as a market with huge online buying potential. Merchants have follow the trend by spreading brand awareness and promoting their products with the collaboration of online influencer. This research will study on to what extend has the Malaysian youths has noticed the online influencer marketing strategy been implied on TikTok as well as investigating the factors that may affect their desire of online purchase. Aside from that, the behavioral changes made by TikTok will also be examined besides of their online purchase intention. Primary data was obtained via survey questionnaire with 52 youth respondents who have shopping experience from online platform. There are descriptive analysis of pie chart and bar chart. Statistical analysis of table that analyzed through PSPP, which is an alternative version of SPSS (Statistical Package for Social Science), for the purpose of understanding relationship between the independent variables (Influencer, Marketing, Hedonic Motives and Utilitarian Motives) and dependent variables (Online Purchase Intention). Last but not least, managerial ramifications have been addressed in order to offer valuable knowledge to online influencer marketers. The limitations and other recommendations will be discussed and summarized in this report at the end of the project.