Influencer Marketing Effectiveness in Tiktok Shop: Evidence from Young Consumers in Klang Valley, Malaysia

Despite the growing popularity of TikTok Shop, limited empirical evidence exists regarding the factors influencing purchase decisions among Malaysian consumers. This study examines the role of influencer credibility, content quality, and consumer trust in shaping purchase decisions among young adults using TikTok Shop in Klang Valley, Malaysia. Grounded in Source Credibility Theory, this study employed a quantitative research design and a structured questionnaire was distributed to TikTok users aged 18–30 years. A total of 220 valid responses were collected and analysed using IBM SPSS Statistics Version 29. Descriptive analysis, reliability analysis, Pearson correlation, and multiple regression analysis were conducted to test the proposed hypotheses. The findings revealed that credibility, content quality, and consumer trust significantly and positively influenced purchase decisions. Consumer trust emerged as the strongest predictor of purchase decisions, followed by content quality and influencer credibility. The regression model explained 49.2% of the variance in purchase decisions. The study contributes to Source Credibility Theory by validating its applicability within a social commerce environment.

influencer marketing, consumer trust, content quality, influencer credibility, purchase decisions

1. Abrardi, L., Cambini, C., & Rondi, L. (2022). Artificial intelligence, firms and consumer behaviour: A survey. Journal of Economic Surveys, 36(4), 969-991 [Google Scholar] [Crossref]

2. Ahmed, F., Kabir, M. A., & Ahmed, M. D. (2025). The Impact of Short Video Content and Social Media Influencers on Digital Marketing Success: A Systematic Literature Review of Smartphone Usage. Innovatech Engineering Journal, 1(02), 10-70937. [Google Scholar] [Crossref]

3. AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: Attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355-374 [Google Scholar] [Crossref]

4. Araujo, C. J., Perater, K. A., Quicho, A. M., & Etrata, A. (2022). Influence of TikTok video advertisements on generation z’s behaviour and purchase intention. International Journal of Social and Management Studies, 3(2), 140-152. [Google Scholar] [Crossref]

5. Braca, A., & Dondio, P. (2023). Developing persuasive systems for marketing: The interplay of persuasion techniques, customer traits and persuasive message design. Italian Journal of Marketing, 2023(3), 369-412. [Google Scholar] [Crossref]

6. Cabeza-Ramírez, L. J., Fuentes-García, F. J., Cano-Vicente, M. C., & González-Mohino, M. (2022). How Generation X and Millennials perceive influencers’ recommendations: Perceived trustworthiness, product involvement, and perceived risk. Journal of Theoretical and Applied Electronic Commerce Research, 17(4), 1431–1449 [Google Scholar] [Crossref]

7. Haitao, M., Ali, D. A., & Ping, W. (2024). TikTok study on the impact of short video marketing advertising on consumer purchase intention. Information Systems and Economics, 5(2), 186-191. [Google Scholar] [Crossref]

8. Hsu, W. C., Lee, M. H., & Zheng, K. W. (2024). From virtual to reality: The power of augmented reality in triggering impulsive purchases. Journal of Retailing and Consumer Services, 76, 103604. [Google Scholar] [Crossref]

9. Jaipong, P. (2023). Business model and strategy: A case study analysis of TikTok. Advance Knowledge for Executives, 2(1), 1-18. [Google Scholar] [Crossref]

10. Kamaldeep, S. (2021). Influencer marketing from a consumer perspective: How attitude, trust, and word of mouth affect buying behaviour. European Integration Studies, 15(1), 231-241. [Google Scholar] [Crossref]

11. Khan, S. (2023). The role of digital influencer credibility on purchase intention and the mediating effect of customer trust and engagement. Global Journal for Management and Administrative Sciences, 4(1), 19-45. [Google Scholar] [Crossref]

12. Koay, K. Y., & Lee, K. M. (2024). Understanding the role of social media influencers’ personal and content characteristics in affecting consumers’ intentions to purchase. Journal of Marketing Communications, 1-19. [Google Scholar] [Crossref]

13. Krisprimandoyo, D. A., Sufa, S. A., Wardani, D. T., & Widiyanto, S. (2024). Exploring the relationship between social media engagement, customer reviews, and brand perceptions: A comprehensive study in retail industry. International Journal of Business, Law, and Education, 5(2), 1584-1591. [Google Scholar] [Crossref]

14. Lee, C. T., & Hsieh, S. H. (2022). Can social media-based brand communities build brand relationships? Examining the effect of community engagement on brand love. Behaviour & Information Technology, 41(6), 1270-1285. [Google Scholar] [Crossref]

15. Lopes, A. R., & Casais, B. (2022). Digital content marketing: Conceptual review and recommendations for practitioners. Academy of Strategic Management Journal, 21(2), 1-17. [Google Scholar] [Crossref]

16. Lou, C., Kiew, S. T. J., Chen, T., Lee, T. Y. M., Ong, J. E. C., & Phua, Z. (2023). Authentically fake? How consumers respond to the influence of virtual influencers. Journal of Advertising, 52(4), 540-557. [Google Scholar] [Crossref]

17. Matin, A., Khoshtaria, T., & Todua, N. (2022). The impact of social media influencers on brand awareness, image and trust in their sponsored content: An empirical study from Georgian social media users. International Journal of Marketing, Communication and New Media, 10(18). [Google Scholar] [Crossref]

18. Nathasia, H. T., Romario, J., & Larasati, A. (2025). Influencer Credibility and Brand Reputation in Shaping Trust and Purchase Intention: Exploring Generation Z’s Response to Local Beauty Products on TikTok. Journal of Theoretical and Applied Information Technology, 103 (15). [Google Scholar] [Crossref]

19. Ngu, T. (2025, July 10). Social Media Landscape Malaysia: Key Statistics & Platforms You Need to Know. Retrieved from https://hashmeta.com/blog/social-media-landscape-malaysia-key-statistics-platforms-you-need-to-know/ [Google Scholar] [Crossref]

20. Pan, M., Blut, M., Ghiassaleh, A., & Lee, Z. W. (2025). Influencer marketing effectiveness: A meta-analytic review. Journal of the Academy of Marketing Science, 53(1), 52-78. [Google Scholar] [Crossref]

21. Patel, N., & Chauhan, R. (2024). Exploring the digital landscape: Understanding and adapting to evolving consumer behaviour in the digital age. Journal of Business and Halal Industry, 1(3), 1-10. [Google Scholar] [Crossref]

22. Putri, N., Prasetya, Y., Handayani, P. W., & Fitriani, H. (2024). TikTok Shop: How trust and privacy influence generation Z’s purchasing behaviours. Cogent Social Sciences, 10 (1), 2292759. [Google Scholar] [Crossref]

23. Rochman, H. N., & Kusumawati, E. (2023). Analysis of the influence of promotions, influencers, convenience, service quality and prices on the TikTok application on purchasing decisions on the “TikTok Shop.”. International Journal of Latest Research in Humanities and Social Science, 6(04), 09-20. [Google Scholar] [Crossref]

24. Sands, S., Ferraro, C., Demsar, V., & Chandler, G. (2022). False idols: Unpacking the opportunities and challenges of falsity in the context of virtual influencers. Business Horizons, 65(6), 777-788. [Google Scholar] [Crossref]

25. Sokolova, K., Vessal, S. R., & Perez, C. (2025). Can information and entertainment compensate for affection? A cross‐sectoral analysis of social media influencers. International Journal of Consumer Studies, 49(4), e70085. [Google Scholar] [Crossref]

26. Spörl-Wang, K., Krause, F., & Henkel, S. (2025). Predictors of social media influencer marketing effectiveness: A comprehensive literature review and meta-analysis. Journal of Business Research, 186, 114991. https://doi.org/10.1016/j.jbusres.2024.114991 [Google Scholar] [Crossref]

27. Suganya, R. V., & Bawa, S. (2024). Exploring the Influence of social media influencers’ credibility on consumer behaviour: An empirical study. ComFin Research, 12(1), 82-92 [Google Scholar] [Crossref]

28. Tan, D. M., & Alexia, K. R. (2025). The influence of TikTok affiliate content quality and credibility on purchase decisions via the yellow basket feature. JUMDER: Jurnal Bisnis Digital dan Ekonomi Kreatif, 1(2), 58-79. [Google Scholar] [Crossref]

29. Tan, W. X., Ng, M. K., Khoo, Y. S., Mohd Johan, M. R., Aziz, T. N., & Nursyamilah, A. (2026). TikTok video credibility: a purchase decision among consumers in Pahang, Malaysia. Jurnal Intelek, 21(1), 41-55. [Google Scholar] [Crossref]

30. Toha, M., & Supriyanto, S. (2023). Factors influencing the consumer research process: market target, purchasing behaviour and market demand (literature review of consumer behaviour). Danadyaksa: Post Modern Economy Journal, 1(1), 1-17. [Google Scholar] [Crossref]

31. Van Reijmersdal, E. A., Walet, M., & Gudmundsdóttir, A. (2024). Influencer marketing: Explaining the effects of influencer self-presentation strategies on brand responses through source credibility. Marketing Intelligence & Planning, 42(7), 1214-1233. [Google Scholar] [Crossref]

32. Vardhan, J., Ratnesh, M., Choudhary, N., Tripathi, A., Eguruze, E. S., & Edu, F. A. (2025). The Influence of Digital Homemakers: How Influencers Affect the Purchasing Decisions of Tradwives. International Insurance Law Review, 33(S4), 143-166. [Google Scholar] [Crossref]

33. Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644. [Google Scholar] [Crossref]

34. Walten, L., & Wiedmann, K. P. (2023). How product information and source credibility affect consumer attitudes and intentions towards innovative food products. Journal of Marketing Communications, 29(7), 637-653. [Google Scholar] [Crossref]

35. Wijaya, J. J., Setyo, M., William, K., & Chandra, Y. U. (2022, November). The effect of information quality on product reviews in the short video platform for viewers purchase intention. In Proceedings of the 2022 International Conference on Computer, Control, Informatics and Its Applications (pp. 387-392). [Google Scholar] [Crossref]

36. Yang, J., Zhang, J., & Zhang, Y. (2025). Engagement that sells: Influencer video advertising on TikTok. Marketing Science, 44(2), 247-267. [Google Scholar] [Crossref]

37. Yeow, J., Ng, P. K., Jin, N., Tai, H., & Cheah, C. S. (2024). Streaming to success: Amplifying purchase intentions among Malaysian consumers. International Journal of Economics and Management, 18, 103-112. https://doi.org/10.47836/ijeam.18.1.07 [Google Scholar] [Crossref]

• Assessment of the Role of Artificial Intelligence in Repositioning TVET for Economic Development in Nigeria
• Teachers’ Use of Assure Model Instructional Design on Learners’ Problem Solving Efficacy in Secondary Schools in Bungoma County, Kenya
• “E-Booksan Ang Kaalaman”: Development, Validation, and Utilization of Electronic Book in Academic Performance of Grade 9 Students in Social Studies
• Analyzing EFL University Students’ Academic Speaking Skills Through Self-Recorded Video Presentation
• Major Findings of The Study on Total Quality Management in Teachers’ Education Institutions (TEIs) In Assam – An Evaluative Study