Abstract

Purpose – This study examines TikTok purchasing choice factors. It examines how influencer and celebrity marketing, product quality and price, individual and social attitudes, and brand image affect TikTok consumer behavior. The study polls 355 TikTok users using a quantitative research design. Influencers, product perceptions, attitudes, brand image, and purchasing decisions are examined using multiple linear regression. The study uses descriptive and inferential analytics to examine TikTok's buying decisions. This study found that influencer and celebrity marketing strongly influence TikTok purchases. Popular influencers and celebrities affect platform users. Consumer decisions are also influenced by product quality and price. The study also found that TikTok purchase behavior is influenced by individual and social opinions. Brand image—reliability, trustworthiness, innovation, social responsibility, and uniqueness—also affects consumer impressions and purchases. This study's single platform emphasis and self-reported bias are drawbacks. For a complete understanding, future studies could use many platforms and complementing methods. Originality/value - This study adds to the field by examining TikTok purchase decision criteria. The research shows that influencer marketing, product quality and pricing, individual and social views, and brand image influence consumer behavior. The insights can help marketers optimize their TikTok and other social media marketing tactics.