From Content to Conversion: How Tiktok Activity and Interactivity Influence Customer Satisfaction in Fashion Social Commerce in Malaysia

HRMARS - The aim of this study is to review the relationship between environmental management accounting practices and environmental performance for Malaysian manufacturing industry. This paper is to explore the environmental management accounting practices (environmental cost, environmental safety, continuous improvement, management commitment, and customer focus) and environmental performance (financial performance and operational performance). This study proposed relationship model between environmental management accounting practices and environmental performance for Malaysian manufacturing industry. Based on the proposed conceptual model and reviewed, research hypothesis is being developed. This study examines how marketing activities on TikTok influence customer satisfaction in the context of online fashion shopping in Malaysia. Amid rapid advances in digital networking technologies, social media platforms have become pivotal channels for businesses to engage consumers and promote products and services. Short-video ecosystems enable interactive, content-driven engagement that may shape customers’ perceptions and post-purchase evaluations. Grounded in this context, the study investigates the effects of three TikTok marketing components—TikTok activity, TikTok interactivity, and TikTok content—on customer satisfaction. A quantitative approach was employed using a self-administered online questionnaire. Data were collected from 384 Malaysian respondents with prior experience purchasing fashion products via TikTok, reflecting the platform’s growing role in contemporary online shopping behavior. Statistical analyses, including Pearson correlation, ANOVA, and beta coefficient analysis, were conducted to examine the relationships between the independent variables and customer satisfaction. Findings reveal significant positive relationships between TikTok activity, interactivity, and content quality and consumers’ satisfaction with their online fashion purchases. The results highlight the importance of strategic content creation and interactive engagement in enhancing customer experiences on social commerce platforms. The study contributes empirical evidence to the emerging body of knowledge on social media marketing effectiveness and suggests directions for future research across different product categories and digital platforms.