2023
DOI: 10.33736/ijbs.5600.2023
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Exploring the Tiktok Influences on Consumer Impulsive Purchase Behaviour

Abstract: TikTok is one of the most widely used platforms popular among young adults and teenagers and had over 800 million monthly active users in 2020. TikTok enjoys significant user acquisition growth with a rise in brands appearing on the platform. This study explores how TikTok influences consumer impulse purchase behaviour in Malaysia through the lens of the Stimulus-Organism-Response (S-O-R) model comprising product-related visual appeal and product feasibility (stimuli), perceived enjoyment, and perceived useful… Show more

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Cited by 4 publications
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