User-Generated Content of Tiktok Engagement on Consumer Purchase Intention

Abstract

Consumer purchase intention has become an important area of investigation in digital marketing as social media platforms increasingly shape consumer decision making processes. Among these platforms, TikTok has emerged as a rapidly growing social commerce environment where user-generated content (UGC) plays a central role in influencing consumer perceptions and purchasing behaviour. Despite the growing popularity of TikTok, limited empirical studies have examined how engagement with UGC influences consumer purchase intention, particularly in emerging markets. This study therefore examines the influence of TikTok engagement factors—attitude, trust, customer engagement, and perceived authenticity—on consumer purchase intention among TikTok users in Nigeria. A quantitative research design was adopted, and data were collected from 189 TikTok users using a structured questionnaire. The reliability of the measurement scales was confirmed with Cronbach's alpha coefficients exceeding the acceptable threshold. Data were analysed using Structural Equation Modeling (SEM) with the aid of SPSS and AMOS software. The results indicate that attitude, customer engagement, and perceived authenticity significantly and positively influence consumer purchase intention, while trust shows a significant but negative relationship with purchase intention. Collectively, the engagement factors explain a substantial proportion of the variance in consumer purchase intention. The findings highlight the importance of authentic and engaging user-generated content in shaping consumer behaviour on social media platforms. The study provides practical insights for marketers and brand managers seeking to leverage TikTok as a strategic platform for enhancing consumer engagement and stimulating purchase intentions through user-generated content.