Influencer Marketing Effectiveness in Tiktok Shop: Evidence from Young Consumers in Klang Valley, Malaysia
Year: 2026
Type: article
Study design: Observational Study
Abstract: Despite the growing popularity of TikTok Shop, limited empirical evidence exists regarding the factors influencing purchase decisions among Malaysian consumers. This study examines the role of influencer credibility, content quality, and consumer trust in shaping purchase decisions among young adults using TikTok Shop in Klang Valley, Malaysia. Grounded in Source Credibility Theory, this study employed a quantitative research design and a structured questionnaire was distributed to TikTok users aged 18–30 years. A total of 220 valid responses were collected and analysed using IBM SPSS Statistics Version 29. Descriptive analysis, reliability analysis, Pearson correlation, and multiple regression analysis were conducted to test the proposed hypotheses. The findings revealed that credibility, content quality, and consumer trust significantly and positively influenced purchase decisions. Consumer trust emerged as the strongest predictor of purchase decisions, followed by content quality and influencer credibility. The regression model explained 49.2% of the variance in purchase decisions. The study contributes to Source Credibility Theory by validating its applicability within a social commerce environment.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W7202263363