Proceedings of the World Conference on Governance and Social Sciences (WCGSS 2023)

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Exploring the Impact of TikTok E-WOM on Product Purchase Decisions through Social Media

Authors
Harun Adisua Toding Rante1, *, Muhammad Akbar1, Alem Febri Sonni1
1Department of Communication Studies, Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: rantehat22e@student.unhas.ac.id
Corresponding Author
Harun Adisua Toding Rante
Available Online 29 April 2024.
DOI
10.2991/978-2-38476-236-1_56How to use a DOI?
Keywords
Social Media; Electronic Word of Mouth; Purchase Decisions
Abstract

This research explores the impact of Electronic Word-of-Mouth (E-WOM) on the TikTok platform on consumer purchasing behavior and interest in social media. The study employs a literature review conducted by searching for relevant references related to the identified case or issue. The data used consists of findings from relevant literature studies within the last five years, focusing on the effects of E-WOM on TikTok on social media-based product purchase decision-making. The collected data is then analyzed using a descriptive method. The results of the literature review indicate that E-WOM on TikTok has a positive impact on consumer purchase intent, particularly among Generation Z, who are the most active TikTok users. Generation Z relies heavily on informative content and E-WOM recommendations in their purchasing decision-making process. Factors such as the quality, quantity, and credibility of E-WOM also play a significant role in influencing purchase intent. Brand image mediates the relationship between E-WOM and purchase intent, emphasizing the importance of maintaining a positive brand image. Consequently, this research provides a strong foundation for smarter marketing strategies that harness the influence of E-WOM on TikTok to impact consumer purchasing decisions.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the World Conference on Governance and Social Sciences (WCGSS 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 April 2024
ISBN
10.2991/978-2-38476-236-1_56
ISSN
2352-5398
DOI
10.2991/978-2-38476-236-1_56How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Harun Adisua Toding Rante
AU  - Muhammad Akbar
AU  - Alem Febri Sonni
PY  - 2024
DA  - 2024/04/29
TI  - Exploring the Impact of TikTok E-WOM on Product Purchase Decisions through Social Media
BT  - Proceedings of the World Conference on Governance and Social Sciences (WCGSS 2023)
PB  - Atlantis Press
SP  - 532
EP  - 536
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-236-1_56
DO  - 10.2991/978-2-38476-236-1_56
ID  - Rante2024
ER  -