The Consumer Intention to Purchase Makeup Cosmetic Products Promoted By Influencers On The TikTok Platform

Abstract

This study explores how influencer promotions on TikTok affect Thai consumers' intention to purchase cosmetic products, focusing on females aged 26 to 36. The research employs a qualitative approach through semi-structured interviews to delve into the impact of four key variables: expertise, trustworthiness, content marketing, and physical attractiveness of influencers. Findings indicate that expertise and trustworthiness significantly influence consumer purchasing decisions, while content marketing and physical attractiveness also play roles but to a lesser extent. This study provides valuable insights for cosmetic brands and marketers to refine their strategies, enhance customer engagement, and drive sales through effective influencer collaborations on social media platforms. Limitations and future research directions are also discussed.