INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND ANALYSIS
ISSN(p in ): 2643-9840, ISSN(online): 2643-9875
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijm a/ 8-i10-20, Impac Fac o : 8.266
Page No. 5689-5694
IJMRA, Volume 08 Issue 10 Oc obe 2025 www.ijm a.in Page 5689
The Impac o TikTok on P oduc P omo ion and Ma ke ing S a egies: A Re iew
wi h Special Re e ence o Malaysia
Sai ul Hai ul Tan1, Mus a a Halabi Azaha i2
1,2Facul y o C ea i e Indus ies, Ci y Uni e si y Malaysia, Pe aling Jaya, Selango , Malaysia
ABSTRACT: TikTok has become a dominan o ce in digi al ma ke ing, ans o ming how consume s disco e , engage wi h, and
pu chase p oduc s. Unlike ollowe -d i en pla o ms, TikTok’s algo i hm cu a es highly pe sonalised con en , o e ing unique
oppo uni ies o apid b and isibili y. In Malaysia, whe e Gen Z and Millennials o m a s ong use base, he pla o m suppo s
small and medium-sized en e p ises (SMEs) while eshaping consume beha iou h ough social comme ce ea u es such as TikTok
Shop and TikTok Li e.
This li e a u e e iew syn hesises esea ch on TikTok’s ole in p oduc p omo ion and ma ke ing s a egies, wi h pa icula
emphasis on Malaysia. I d aws upon key heo e ical amewo ks including Uses and G a i ica ions Theo y, he S imulus–
O ganism–Response (S-O-R) model, he Elabo a ion Likelihood Model (ELM), he Technology Accep ance Model (TAM), and
Pa asocial In e ac ion Theo y. Findings e eal ha en e ainmen alue, in luence c edibili y, us , and cul u al localisa ion a e
cen al o consume engagemen and pu chase in en ion. Howe e , challenges pe sis , including con en sa u a ion, au hen ici y
isks, misin o ma ion, and egula o y compliance. Resea ch gaps include a eliance on c oss-sec ional su eys, limi ed ocus on
olde demog aphics, and a lack o s udies on SMEs and e hical issues.
The e iew concludes ha TikTok o e s unp eceden ed oppo uni ies o Malaysian ma ke e s bu equi es s a egies ha a e
c ea i e, cul u ally sensi i e, and complian wi h egula ions o ensu e sus ainable success.
KEYWORDS: TikTok, social comme ce, in luence ma ke ing, p oduc p omo ion, consume beha iou , Malaysia
INTRODUCTION
Pla o ms o sho - o m ideos ha e aken cen e s age in he ield o digi al ma ke ing, adically changing he ways in which
cus ome s in e ac wi h businesses. Wi h mo e han a billion ac i e use s, TikTok has become a wo ldwide sensa ion. TikTok's
algo i hm c ea es ailo ed eeds ha enable quick disco e y o con en and b ands ou side o one's immedia e social ci cles, in
con as o mo e con en ional pla o ms like Facebook o Ins ag am, which mos ly ely on ollowe ne wo ks (Mon ag e al., 2021).
TikTok's g ow h in Malaysia has been pa icula ly no ewo hy. Wi h o e 18 million use s as o 2024 (Da aRepo al, 2024), he si e
has ing ained i sel in o Gen Z and Millennials' daily digi al ou ines. TikTok is a desi able ma ke ing ool because hese g oups
place a high alue on en e ainmen , in e ac ion, and cul u al signi icance. Thanks o comme ce in eg a ions like TikTok Shop and
TikTok Li e, businesses, especially small and medium-sized en e p ises, use TikTok's ea u es o sho en he consume jou ney
om awa eness o pu chase.
In Malaysia, schola ly esea ch on TikTok is s ill sca ce and dispe sed, despi e i s popula i y. P e ious esea ch indica es he
impo ance o en e ainmen in p omo ing cus ome engagemen (Ismail & Tan, 2022), he media ing impac o us in TikTok
Shop ansac ions (Nguyen & Lim, 2023), and he p edic i e ole o in luence c edibili y in buy in en ion (Rashid e al., 2022). Few
e alua ions, meanwhile, in eg a e hese obse a ions in o mo e comp ehensi e heo e ical and egula o y amewo ks. In o de
o ill ha gap, his s udy c i ically e iews he esea ch on TikTok's in luence on ma ke ing s a egies and p oduc p omo ion,
paying pa icula a en ion o Malaysia's dis inc sociocul u al and legal con ex .
METHODOLOGY OF LITERATURE SEARCH
This e iew iden i ies pe inen schola ship using a sys ema ic app oach. Be ween 2019 and 2025, li e a u e sea ches we e
pe o med on Scopus, Web o Science, Google Schola , and
The Impac o TikTok on P oduc P omo ion and Ma ke ing S a egies: A Re iew wi h Special Re e ence o Malaysia
IJMRA, Volume 08 Issue 10 Oc obe 2025 www.ijm a.in Page 5690
Resea chGa e. In o de o gi e cu en and use ul con ex , indus y s udies (such as Da aRepo al, S a is a, and TikTok o Business)
and egula o y documen s (such as Con en Code 2022; PDPA 2010) we e also included.
Among he sea ch e ms we e ‘sho - o m ideo ad e ising,’ ‘TikTok ma ke ing Malaysia,’ ‘TikTok in luence p omo ion,’ ‘TikTok
Shop,’ and ‘social comme ce Malaysia.’ S udies ha e o speci ically add ess TikTok in connec ion wi h ma ke ing, comme ce, o
consume beha iou in o de o mee he inclusion c i e ia. Excluded om conside a ion we e noncomme cial s udies o TikTok,
such as hose ha jus examined poli ical con en o adolescen leisu e.
I is signi ican o poin ou ha he o al o 12 empi ical s udies wi h a Malaysian emphasis we e among he 48 co e sou ces ha
we e ound du ing his app oach. In addi ion o adi ional heo e ical wo ks on communica ion and consume beha iou , hese
we e complemen ed by in e na ional li e a u e on TikTok ma ke ing, in luence in ol emen , and social comme ce.
They se e as he co ne s one o his syn hesis when combined.
Theo e ical and Concep ual Founda ions
The e a e se e al es ablished heo ies o e use ul pe spec i es o comp ehending he ma ke ing in luence o TikTok.
Fi s , he heo y o uses and g a i ica ions (U&G). Acco ding o his hypo hesis, audiences look o media o mee hei demands
o social con ac , en e ainmen , and in o ma ion. TikTok concu en ly sa is ies hese needs, especially o Gen Z use s in Malaysia
who need in e es ing and use ul ma e ial (Ka z e al., 1973).
Second, he S-O-R model s ands o s imulus-o ganiza ion- esponse. Visual e ec s, sound e ec s, and in luence cues a e some o
he s imuli on TikTok ha cause emo ional s a es (o ganisms) ha impac beha iou al eac ions like liking, sha ing, and buying.
These esponses a e media ed in Malaysia by humou , cul u al ele ance, and au hen ici y (Hassan e al., 2021). Thi d, Elabo a ion
Likelihood Model (ELM). This pa adigm makes a dis inc ion be ween pe iphe al s imuli (such as in luence a ac i eness and
edi ing aes he ics) and cen al p ocessing (such as ho ough p oduc e iews and in o ma ion). Pee alida ion and social p oo
a e impo an , as Malaysian consume s equen ly eac s ongly o pe iphe al s imuli (Liu & Zheng, 2024).
Fou h, Model o Accep ance o Technology (TAM). TAM places a s ong ocus on pe cei ed u ili y and usabili y as ac o s ha
in luence he adop ion o new echnologies. While social in luence encou ages adop ion in Malaysia's collec i is socie y, TikTok
Shop imp o es pe cei ed use ulness by s eamlining ansac ions (Sya ika & An onio, 2024). Finally, Theo ies o Pa asocial
In e ac ion. One-sided in e ac ions be ween audiences and in luence s can be explained by his app oach. Pu chase in en ion and
endu ing loyal y a e di ec ly p edic ed by in luence c edibili y in Malaysia, which includes a ibu es like us wo hiness,
ela abili y, and knowledge (Rashid e al., 2022).
Collec i ely, hese amewo ks demons a e how TikTok can combine social in luence, en e ainmen , us , and comme ce o
c ea e a po en ma ke ing ecosys em.
TikTok as a Ma ke ing Pla o m
The Fo You Page (FYP), which uses algo i hmic ecommenda ion algo i hms o make i possible o con en om uniden i ied
ad e ise s and a is s o each la ge audiences, is
TikTok's dis inguishing ea u e. Small and medium-sized businesses (SMEs) can ob ain quick exposu e on TikTok wi hou ha ing
an exis ing ollowing because o his isibili y mechanism, which se s i apa om ollowe -based pla o ms (Mon ag e al., 2021).
None heless, i ali y is s ill unp edic able, which makes campaign pe o mance e a ic and di icul o manage (Johnson &
Woodcock, 2023).
TikTok's ad e ising o ma s a e me iculously ma ched o use habi s and con en consump ion ends. Fo example, In-Feed Ads
mix in pe ec ly wi h na u al ilms, whe eas Spa k Ads enhance c ea o -gene a ed ma e ial o main ain au hen ici y (Liu e al.,
2022). Despi e gua an eeing op imal isibili y, p emium ad o ma s like TopView and B and Takeo e un he dange o being
iewed as in asi e dis up ions o he use expe ience (Wang & Li, 2023). Addi ionally, e en hough TikTok's sel -se e ad e ising
solu ions a e easily accessible, many SMEs s ill s uggle o accu a ely measu e e u n on in es men (ROI) and a ibu e
con e sions (Kemp, 2024).
The pla o m's ma ke ing po en ial has been u he enhanced by i s ans o ma ion in o social comme ce. While TikTok Li e
combines en e ainmen and comme ce h ough in e ac i e p oduc p esen a ions and eal- ime engagemen , TikTok Shop
in eg a ion enables s aigh inapp ansac ions (Phua e al., 2022). Al hough his combina ion o business and con en has been
qui e success ul, o e -comme cializa ion may u n o consume s who p e e amusing and genuine ma e ial (Lim e al., 2023).
Cul u al localisa ion is ano he impo an componen o TikTok ma ke ing in Malaysia. In addi ion o cul u al hemes om
signi ican holidays like Deepa ali, Chinese New Yea , and Ha i Raya Aidil i i, local ads usually combine se e al languages—Bahasa
Melayu, Manda in, and Tamil (Ahmad & Oma , 2022). While cul u al blunde s o inapp op ia e depic ions can cause se ious
backlash, e ec i e localisa ion inc eases emo ional esonance and ela abili y among a a ie y o audiences (Hassan & Yuso ,
2021).
The Impac o TikTok on P oduc P omo ion and Ma ke ing S a egies: A Re iew wi h Special Re e ence o Malaysia
IJMRA, Volume 08 Issue 10 Oc obe 2025 www.ijm a.in Page 5691
All hings conside ed, TikTok is a dynamic ma ke ing ecosys em ha encou ages awa eness, in e ac ion, and buy in en all a once.
Al hough ma ke e s mus o e come he inhe en di icul ies o ola ili y, algo i hmic unp edic abili y, and cul u al sensi i i y, i s
po en ial is ound in accessibili y, i ali y, and communi y-d i en in ol emen (Rashid e al., 2022; Mon ag e al., 2021).
Ma ke ing S a egies in Malaysia
Malaysian b ands a e using localised digi al ma ke ing s a egies ha wo k wi h TikTok's unique ea u es and ca e o local buye
as es. Acco ding o Ahmad and Oma (2022),
Malaysian ma ke e s ocus on campaigns ha a e oo ed in cul u e and include isual s o y elling, a a ie y o languages, and
social con ac o ge people mo e in ol ed. The i s key s a egy is o ell s o ies and make con en . In he as -paced se ing o
he pla o m, ma ke e s o en use humou , ela able e e yday s o ies, and p oduc demos o ge people's a en ion (Lim e al.,
2023). Beau y b ands o en use ans o ma ion ideos o show how well hei p oduc s wo k, while ood and d ink companies use
sho - o m ecipe clips and as e- es asks o ge people in e es ed and ge ing hem o pa icipa e (Liu e al., 2022). While
ma e ial based on ends can go i al quickly, elying oo much on sho -li ed ends may make i ha de o s ay engaged o e
ime. Acco ding o Johnson and Woodcock (2023), using slang and popula sound e ec s makes people mo e ela able and helps
younge people eel like hey belong in a g oup.
In luence pa ne ships, which a e s ill an impo an pa o TikTok ma ke ing, a e he second key s a egy. Mac o-in luence s ha e
a lo o ollowe s, bu mic o-in luence s a e mo e speci ic and seem mo e eal (Phua e al., 2022). Rashid e al. (2022) say ha
con idence, which can come om being a ac i e, knowledgeable, o us wo hy, has a big impac on people's plans o buy.
Ne e heless, o e emphasising celeb i y impac a he expense o au hen ici y can educe b and us and weaken cus ome
loyal y (Lim e al., 2023).
Social comme ce is a hi d me hod ha can be used. Tang and Li (2023) say ha TikTok Shop and TikTok Li e le small and medium-
sized businesses (SMEs) connec di ec ly wi h cus ome s h ough li e Q&As and demos. This combines he un o shopping wi h
he chance o ask ques ions. Phua e al. (2022) poin ed ou ha his mix o in e ac ion and quick g a i ica ion makes people wan
o buy hings igh away, bu i needs o be done ca e ully— oo much agg essi e ma ke ing could ake away om he
en e ainmen alue and make people i ed o wa ching.
Localising cul u e is also e y impo an . Big Malaysian holidays like Ha i Raya Aidil i i, Chinese New Yea , and Deepa ali a e o en
used in success ul campaigns. To each mo e people, s o ies old in wo o mo e languages a e o en used (Ahmad & Oma , 2022).
Music and images ha a e sensi i e o di e en cul u es help people connec emo ionally. Bu , as Hassan and Yuso (2021) wa n,
mis akes in how hey e lec o alk abou o he cul u es can lead o c i icism o loss o in e es .
Finally, adding e-comme ce is an impo an pa o TikTok ma ke ing. Many b ands connec hei TikTok ads o ou side e-
comme ce si es like Shopee and Lazada, which makes i easie o people o ind and buy p oduc s (Kemp, 2024.4). This mix o
me hods expands he ma ke , bu b ands mus be cons an ac oss all channels o keep cus ome s' us (Mon ag e al., 2021).
When looked a as a whole, hese ac ics show how impo an cul u al esonance, au hen ici y, and engagemen a e o Malaysian
TikTok ma ke ing. Howe e , sus aining hei long- e m success equi es a ca e ul balance be ween c ea i i y, c edibili y, and
consis ency (Rashid e al., 2022; Lim e al., 2023).
Consume Beha iou and Impac
Signi ican ly, TikTok has a big impac on Malaysian consume s' pu chasing decisions in se e al ways. Fi s , al hough engagemen
ac i i ies like likes, sha es, and commen s o e social p oo ha s eng hens us , algo i hmic disco e y aises b and ecogni ion
(Hassan e al., 2021). Second, buy in en ion is d i en by en e ainmen alue; c ea i e and humo ous con en inc eases
con e sions and main ains a en ion (Ismail & Tan, 2022). Thi d, social p oo and us a e c ucial, and TikTok Shop's c edibili y is
s eng hened ia use -gene a ed con en , p oduc e iews, and li e Q&A sessions (Nguyen & Lim, 2023). Fou h, h ough
ela abili y and au hen ici y, in luence c edibili y builds b and loyal y by os e ing pa asocial in e ac ions ha go beyond
ansac ions (Rashid e al., 2022). Las bu no leas , cul u al iden i y imp o es ela abili y because campaigns wi h es i al and
bilingual con en s eng hen emo ional bonds, whe eas gene ic campaigns un he dange o aliena ing people. As a esul , a
combina ion o cul u al alignmen , en e ainmen , us , and social alida ion a ec s Malaysian cus ome s. Campaigns ha use
hese componen s ha e a highe chance o con e ing engagemen in o loyal y.
Challenges, Risks, and Regula ions
Despi e he po en ial, he e a e a numbe o obs acles o TikTok ma ke ing in Malaysia. Inc eased compe i ion, highe p ices, and
he possibili y o declining e u ns a e all consequences o con en sa u a ion. O e -comme cializa ion by b ands unde mines
ela abili y and aises ques ions abou au hen ici y. Because o he pla o m's anspa ency, consume s a e exposed o alse
in o ma ion, especially in he cosme ics and heal h sec o s, which aises wo ies abou consume p o ec ion.
The Impac o TikTok on P oduc P omo ion and Ma ke ing S a egies: A Re iew wi h Special Re e ence o Malaysia
IJMRA, Volume 08 Issue 10 Oc obe 2025 www.ijm a.in Page 5692
Regula o y amewo ks make hings much mo e complica ed. In luence s a e equi ed o decla e sponso ed con en unde he
Communica ions and Mul imedia Con en Code (2022) (#Iklan, #Be baya ), howe e compliance a ies. The Pe sonal Da a
P o ec ion Ac (2010) go e ns da a p i acy and manda es ha ma ke e s p o ec consume da a; in ac ions could esul in legal
epe cussions as well as damage o hei epu a ion. Fu he mo e, due o Malaysia's poli ical and cul u al sensi i i ies, ca e mus
be aken because any hing ha is in e p e ed as dispa aging eligion, ace, o oyal y he "3Rs" may cause e alia ion.
I is u ged ha o businesses o succeed o e he long e m he e o e, hey mus s ike a balance be ween inno a ion,
au hen ici y, compliance, and e hical esponsibili y.
Syn hesis and Resea ch Gaps
The use ulness o TikTok as a ma ke ing medium is suppo ed by li e a u e, which emphasises cul u al localisa ion, us , in luence
c edibili y, and en e ainmen alue. These i he pa asocial, TAM, ELM, S-O-R, and U&G amewo ks. Howe e , he e a e s ill
no iceable gaps.
Mos Malaysian s udies ely on c oss-sec ional su eys, which es ic he abili y o d aw causal conclusions. Fu u e esea ch
should ins ead employ expe imen al and longi udinal designs. Expe imen al and longi udinal app oaches should be used in u u e
s udies. Despi e hei inc easing in ol emen in e-comme ce, olde segmen s a e unde s udied in schola ship, which
disp opo iona ely concen a es on younge popula ions. Malaysia's economy depends hea ily on SMEs and mic oen e p ises,
al hough li le is known abou hem, pa icula ly in ega d o esou ce limi a ions and e u n on in es men . Las ly, he e hasn'
been enough empi ical ocus on e hical and egula o y issues, like disclosu e p ocedu es, p i acy compliance, and cul u al
sensi i i y. Fo Malaysia o es ablish e hical, con ex -speci ic ma ke ing s a egies, hese de iciencies mus be illed.
Manage ial Implica ions
Rela ed o he abo e ma e , se e al lessons eme ge o p ac i ione s. A ‘c ea i e- i s s a egy’ is c ucial because ela able, eal
con en pe o ms be e han well-p oduced ads. C edibili y and audience i should be he op p io i ies in ‘in luence
collabo a ions’, wi h mic oin luence s p o iding signi ican local esonance. Campaigns mus inco po a e ‘social comme ce
pla o ms’ like TikTok Shop and Li e, whe e quali ied hos s inc ease engagemen and con e sions in eal ime.
Addi ionally, ma ke e s ha e o ollow ‘ egula o y amewo ks’ ha se e as bo h legal p o ec ions and p ocedu es o os e ing
us , such as disclosu e egula ions and PDPA compliance. Las ly, manage s ough o implemen ‘da a-d i en s a egies, s iking
a balance be ween quali a i e in o ma ion like cus ome sen imen and cul u e eedback and quan i a i e measu emen s like
con e sions and engagemen . In he end, combining inno a ion, compliance, cul u al sensi i i y, and adap a ion is essen ial o
long- e m success.
CONCLUSION
TikTok has e olu ionised ma ke ing and p oduc p omo ion ac ics in Malaysia by p o iding companies wi h a po en pla o m
ha combines engagemen , disco e y, and pu chase. I s in luence is uelled by cul u al esonance, us , en e ainmen , and
in luence c edibili y, especially wi h Gen Z and Millennials. Ye he e a e s ill di icul ies. Ca e ul and mo al me hods a e equi ed
because o con en sa u a ion, issues wi h au hen ici y, alse in o ma ion, and egula o y complexi y. Wi h gaps in ageing
demog aphics, SME iews, causal analysis, and egula o y s udies, cu en esea ch is s ill dispe sed. Fo academics and
p o essionals alike, TikTok o e s bo h possibili ies and di icul ies. Long- e m e ec s will ely on c ea i e, cul u ally sensi i e, and
mo ally sound app oaches, bu i has eno mous po en ial.
REFERENCES
1) Ahmad, N. A., Esa, N. E. Y., Rahman, A. A., Ha on, H., Nazmi, F. M., & Rasak, N. T. S. (2024). TikTok’s impac on consume
beha io : A concep ual e iew. Ad anced In e na ional Jou nal o Business, En ep eneu ship and SMEs, 6(20), 221–227.
h ps://doi.o g/10.35631/AIJBES.620019
2) Ahmad, R., & Oma , N. (2022). Cul u al adap a ion in Malaysian digi al ad e ising: A case o social media ma ke ing.
Jou nal o Media S udies, 35(2), 88–104.
3) Appel, G., G ewal, L., Hadi, R., & S ephen, A. T. (2020). The u u e o social media in ma ke ing. Jou nal o he Academy
o Ma ke ing Science, 48(1), 79–95. h ps://doi.o g/10.1007/s11747-019-00695-1
4) Communica ions and Mul imedia Con en Fo um o Malaysia. (2022). Communica ions and Mul imedia Con en Code.
Kuala Lumpu : CMCF. Re ie ed om h ps://con en o um.my
5) Da aRepo al. (2024). Digi al 2024: Malaysia. Re ie ed om h ps://da a epo al.com
6) Hassan, S., & Yuso , A. (2021). Digi al cul u e and iden i y in Malaysia: C oss-cul u al challenges in online b anding.
Malaysian Jou nal o Communica ion, 37(3), 212–230.
The Impac o TikTok on P oduc P omo ion and Ma ke ing S a egies: A Re iew wi h Special Re e ence o Malaysia
IJMRA, Volume 08 Issue 10 Oc obe 2025 www.ijm a.in Page 5693
7) Hassan, S., Rahim, N. A., & Noo , M. (2021). The in luence o en e ainmen and e-WOM on
8) Gen Z pu chase in en ion ia TikTok in Malaysia. Asian Jou nal o Business Resea ch, 11(2), 54–68.
h ps://doi.o g/10.14707/ajb .210095
9) Ismail, M. A., & Tan, Y. S. (2022). Pos -COVID digi al ad e ising: En e ainmen alue and pu chase in en ion in TikTok
ma ke ing. Jou nal o Asian Ma ke ing S udies, 30(3), 112–128.
10) Jaba an Pe lindungan Da a Pe ibadi Malaysia. (2010). Pe sonal Da a P o ec ion Ac (PDPA) 2010 (Ac 709). Pu ajaya:
Go e nmen o Malaysia.
11) Johnson, L., & Woodcock, J. (2023). Algo i hmic ma ke ing and he unp edic abili y o i ali y on social media. New Media
& Socie y, 25(4), 1223–1241.
12) Ka z, E., Blumle , J. G., & Gu e i ch, M. (1973). Uses and g a i ica ions esea ch. Public Opinion Qua e ly, 37(4), 509–
523. h ps://doi.o g/10.1086/268109
13) Kemp, S. (2024). Digi al 2024: Malaysia – Da a epo al global digi al o e iew. Da a epo al. h ps://da a epo al.com
14) Lim, H. J., Tan, C. Y., & Rahman, F. (2023). Balancing au hen ici y and comme ce in social media ma ke ing. Asia Paci ic
Jou nal o Ma ke ing and Logis ics, 35(1), 134–151.
15) Liu, Q., Zhang, Y., & Li, F. (2022). Na i e ad e ising and use engagemen on sho - ideo pla o ms. Jou nal o In e ac i e
Ma ke ing, 58, 78–92.
16) Liu, X., & Zheng, X. (2024). The pe suasi e powe o social media in luence s in b and c edibili y and pu chase in en ion.
Humani ies and Social Sciences Communica ions, 11, 15. h ps://doi.o g/10.1057/s41599-023-02512-1
17) Mon ag, C., Yang, H., & Elhai, J. D. (2021). On he psychology o TikTok use: A i s glimpse om empi ical indings.
F on ie s in Public Heal h, 9, 641673. h ps://doi.o g/10.3389/ pubh.2021.641673
18) Mon ag, C., Yang, H., & Elhai, J. D. (2021). Social media and digi al well-being: TikTok as a new pla o m o a en ion
economy esea ch. In e na ional Jou nal o En i onmen al Resea ch and Public Heal h, 18(10), 5390.
19) Nguyen, T. L., & Lim, C. S. (2023). Building us in TikTok Shop: The media ing ole o consume con idence in social
comme ce adop ion. Malaysian Jou nal o Consume S udies, 21(1), 45–60.
20) Ohanian, R. (1990). Cons uc ion and alida ion o a scale o measu e celeb i y endo se s’ pe cei ed expe ise,
us wo hiness, and a ac i eness. Jou nal o Ad e ising, 19(3), 39–52.
h ps://doi.o g/10.1080/00913367.1990.10673191
21) Pe y, R. E., & Cacioppo, J. T. (1986). Communica ion and pe suasion: Cen al and pe iphe al ou es o a i ude change.
Sp inge .
22) Phua, J., Jin, S. V., & Kim, J. J. (2022). In luence ma ke ing and social comme ce in he e a o TikTok Li e. Jou nal o
Ma ke ing Communica ions, 28(6), 654–671.
23) Rashid, M. R., Khalid, N., & Adnan, M. (2022). The in luence o c edibili y and au hen ici y on pu chase in en ion in TikTok
ad e ising. Jou nal o Digi al Ma ke ing Resea ch, 8(3), 45– 59.
24) Rashid, R., Aziz, N. A., & Oma , S. (2022). In luence c edibili y and consume loyal y: E idence om TikTok ma ke ing in
Malaysia. Jou nal o Ma ke ing Communica ions, 28(6), 589–606. h ps://doi.o g/10.1080/13527266.2022.2042153
25) Sokolo a, K., & Ke i, H. (2020). Ins ag am and YouTube blogge s p omo e i , why should I buy? How c edibili y and
pa asocial in e ac ion in luence pu chase in en ions. Jou nal o Re ailing and Consume Se ices, 53, 101742.
h ps://doi.o g/10.1016/j.j e conse .2019.01.011
26) S a is a. (2024). TikTok use demog aphics in Malaysia 2024. Re ie ed om h ps://www.s a is a.com
27) Sun, L., Shao, X., Li, X., Guo, Y., & Nie, K. (2023). How sho ideo pla o ms eshape ecomme ce: E idence om TikTok
and Douyin. Jou nal o In e ac i e Ma ke ing, 62, 22–37. h ps://doi.o g/10.1016/j.in ma .2023.01.004
28) Sya ika, Y. Z., & An onio, G. R. (2024). Impac s o he Technology Accep ance Model (TAM) on he use o he TikTok e-
comme ce applica ion among Indonesian s uden s. Jou nal o Online Educa ion, 3(2).
h ps://doi.o g/10.56943/joe. 3i2.591
29) TikTok o Business. (2025). Abou Spa k Ads. Re ie ed om h ps://ads. ik ok.com/help/a icle/spa k-ads
30) TikTok. (2020, June 18). How TikTok ecommends ideos #Fo You. TikTok News oom. h ps://news oom. ik ok.com/en-
us/how- ik ok- ecommends- ideos- o -you
31) TikTok. (2022, Decembe 20). Lea n why a ideo is ecommended o you. TikTok News oom.
h ps://news oom. ik ok.com/en-us/lea n-why-a- ideo-is- ecommended- o -you
32) Venka esh, V., Mo is, M. G., Da is, G. B., & Da is, F. D. (2003). Use accep ance o in o ma ion echnology: Towa d a
uni ied iew. MIS Qua e ly, 27(3), 425–478. h ps://doi.o g/10.2307/30036540
The Impac o TikTok on P oduc P omo ion and Ma ke ing S a egies: A Re iew wi h Special Re e ence o Malaysia
IJMRA, Volume 08 Issue 10 Oc obe 2025 www.ijm a.in Page 5694
33) Wang, Z., & Li, S. (2023). Ad in usi eness and consume esponse in sho - o m ideo pla o ms. Compu e s in Human
Beha io , 146, 107733.
34) Weismuelle , J., Ha igan, P., Wang, S., & Sou a , G. N. (2020). In luence endo semen s: How ad e ising disclosu e and
sou ce c edibili y a ec consume pu chase in en ion on social media. Aus alasian Ma ke ing Jou nal, 28(4), 160–170.
h ps://doi.o g/10.1016/j.ausmj.2020.03.002
35) Wongki ung ueng, A., & Assa u , N. (2020). The ole o li e s eaming in building consume us and engagemen wi h
social comme ce selle s. Jou nal o Business Resea ch, 11
The e is an Open Access a icle, dis ibu ed unde he e m o he C ea i e Commons
A ibu ion – Non Comme cial 4.0 In e na ional (CC BY-NC 4.0)
(h ps://c ea i ecommons.o g/licenses/by-nc/4.0/), which pe mi s emixing, adap ing and
building upon he wo k o non-comme cial use, p o ided he o iginal wo k is p ope ly ci ed.
