A Conceptual Review on the Influence of Social-Media Influencers Towards Generation-Z TikTok Users’ Food Purchase Intentions

Muhammad Najmi Mohd Radhi; Raja Maizatul Najiehah Raja Omar; Wan Nur Farraizzati Wan Abdullah; Norzaidah Ngali

Muhammad Najmi Mohd Radhi
Raja Maizatul Najiehah Raja Omar
Wan Nur Farraizzati Wan Abdullah
Norzaidah Ngali

Abstract

Nowadays, the popularity of social-media influencers has experienced a significant surge among the public. Individuals engaged in business endeavours have also begun seeking marketing tactics that may effectively capture the purchasing intents of consumers. Today, TikTok has been widely regarded as one of the top social-media platforms that facilitate the interchange and sharing of information, as well as connecting and communicating with individuals from all around the globe. Based on this reason, this paper serves an understanding on the potential influence of several characteristics associated with social-media influencers on the purchase intention of TikTok users, which are communication skills, attractiveness, and trustworthiness. The method used for this conceptual paper is based from literature reviews from journal articles, books and online news which are related with the keywords and research area. Lastly, this paper proposes a framework as a primary attempt on the role of the communication skills, attractiveness, and trustworthiness of the social-media influencers on the Generation-Z TikTok users’ purchase intentions.

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