Miles Yordan

Mike Joven Balaba

Kim Chester Maglinao
MKT109 Business Research

The Impact of Tiktok Influencers on Consumer's Purchase Intention

Statement of the Problem:

Social media platforms have become influential spaces where individuals, known as influencers, have
the power to shape consumer preferences and purchasing decisions. TikTok, in particular, has witnessed
a surge in influencer marketing, with content creators enthusiastically endorsing a wide range of
products and services. While this trend has become prevalent, there remains a notable gap in our
understanding of how TikTok influencers specifically impact consumers' intentions to make purchases.
The problem at hand centers around the need to uncover the nuanced relationship between TikTok
influencers and consumers' purchase intentions. It involves the following central inquiries:

Research Objectives:

The general purpose of the study is to identify the factors that contribute to the effectiveness of TikTok
influencers in influencing consumers' purchase intentions. Therefore, this study focuses on meeting the
following objectives:

1. To ascertain the extent to which TikTok influencers actually persuade consumers to purchase
goods.
2. To determine whether TikTok influencer marketing is more effective than other forms of
advertising, such as TV advertisements or standard TikTok posts.
3. To determine if people's decisions to purchase are influenced by influencer advertisements they
see on TikTok and whether or not trust and honesty matter.