The Impact of User-Generated Content and Electronic Word-of-Mouth on Consumer Purchase Intention: Consumer Engagement as a Mediator

Social media links people all over the world through numerous platforms such as Facebook, Twitter, and Instagram. In recent years, TikTok has also gained enormous popularity due to its fascinating short videos of content creation and sharing. While entertainment remains a primary focus on TikTok, many content creators have started utilizing the platform as a promotional platform for various businesses and personal brands, as well as to share their brand experiences. Thus, the purpose of this study was to determine the factors influencing online purchase intentions among TikTok users. 320 data sets were collected through a standardized online survey and analyzed in Smart-PLS, with the conclusion that all the constructs identified in this research have a significantly high correlation and impact on a consumer's decision to buy fashion and apparel products on TikTok. The results of this study indicated that user-generated content and electronic word-of-mouth on TikTok positively influence consumer purchase intention. This study also provided evidence that consumer engagement mediates the relationship between user-generated content, electronic word-of-mouth, and consumer purchase intention. Therefore, TikTok content creators should leverage the power of user-generated content and electronic word-of-mouth in their TikTok strategies to boost consumer engagement and, ultimately, enhance consumer intention to purchase the product.