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September 10, 2025Journal of Nusantara Studies (JONUS)Open Access

Beyond the hype: Investigating theory of planned behavior in TikTok marketing for food products

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Authors

WZWan Norsuryani Wan ZureyWSWan-Hafiz Wan-Zainal ShukriEMEshaby Mustafa

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Overview

Survey identifies factors affecting food purchases on TikTok, highlighting eWOM and purchase intention.

Key Points

  • TikTok Live Streaming is the strongest driver of purchase intention, significantly influencing consumer behavior.
  • Data analysis revealed that TikTok encourages higher purchase intention, particularly through social influences.
  • The study employed online questionnaires and analyzed responses using SPSS, focusing on user attitudes and behaviors.
  • Insights from this research can help businesses enhance marketing strategies for food products on social media.

Cite This Study

Zurey et al. (2025) studied this question.

synapsesocial.com/papers/68c24009b210217d64798e53https://doi.org/10.24200/jonus.vol10iss2pp390-416
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The impact of TikTok on consumers’ purchase intentions2025 · 5 citations
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  4. 4THE INFLUENCE OF PROMOTION, INFLUENCER, AND TRANSACTION CONVENIENCE ON PURCHASE INTENTION OF GEN Z AND MILLENNIALS IN TIKTOK SHOP BASED ON THEORY OF PLANNED BEHAVIOR2025
  5. 5Factors influencing consumer purchase intention of cosmetic Products through TikTok marketing in Malaysia2025