TikTok Made Me Buy It : Influencer Marketing on TikTok: What Affects Swedish Consumers' Purchase Intentions?

Abstract: This study investigates the impact of trustworthiness, perceived expertise, and parasocial relationships on Swedish consumers' purchase intentions on TikTok, focusing on influencer marketing. The problem addressed in this study is the lack of understanding of consumer behavior on TikTok in the context of influencer marketing. While TikTok has become a popular platform for influencer marketing due to its high engagement rates and entertaining marketing concept, limited research exists on the factors that influence consumer purchase intentions on the platform. The study aims to understand the factors that influence consumer behavior on TikTok and its impact on purchase intentions, using the theory of persuasion. The method used in this research is a quantitative study where the authors used a survey method to collect primary data from 138 Swedish consumers. STATA was used to analyze the data, and the findings reveal that the trustworthiness and parasocial relationships of influencers significantly impact purchase intentions, while perceived expertise has no significant impact on the platform TikTok. This study's results can guide marketing professionals and influencers to develop effective influencer marketing strategies on TikTok, which offers immense marketing opportunities for brands seeking to reach younger audiences with high engagement rates.