The Impact of TikTok Influencers on TikTok Users' Online Buying Decisions in Egypt | ||
| The Academic Journal of Contemporary Commercial Research | ||
| Article 1, Volume 3, Issue 2, June 2023, Pages 1-17 PDF (450.79 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ajccr.2023.304705 | ||
| Author | ||
| Mona Hamed Mussa* | ||
| Faculty of Management, Economics, and Business Technology, the Egyptian Russian University, Cairo, Egypt | ||
| Abstract | ||
| The study examines the impact of TikTok Influencers on online TikTok users' buying decisions from users' perspectives. The study applies to Egyptian TikTok users and relies on a quantitative research method. The questionnaire is distributed online to a convenience sample of TikTok users in Egypt. The sample size comprises 384 users. The collected and valid responses are 384. The data are analyzed by Cronbach’s alpha, correlation analysis, regression analysis, and the process which is a path analysis modeling tool for SPSS and SAS. The research proves the success of TikTok influencers in affecting TikTok users' online buying decisions. Further, the model can significantly predict TikTok users' online buying decisions via TikTok influencers. The study recommends that companies shall depend on TikTok influencers as a marketing strategy to affect TikTok users' online buying decisions. The research is limited to TikTok and its Egyptian users. The study shall be addressed to different social media platforms and other users. | ||
| Keywords | ||
| Social media; TikTok influencers; Online buying decisions; TikTok users | ||
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