The Effects of TikTok Media Influencers’ Characteristics and Marketing Techniques on Consumers’ Purchasing Decisions

Abstract

This study examined the impact of influencer characteristics and techniques on purchasing decisions among senior Bachelor of Arts in Multimedia Studies students at the University of the Philippines Open University. Thirty participants shared their experiences through online surveys distributed via Facebook, covering aspects such as demographics, shopping behavior, influencer traits, and consumer experiences. The data were analyzed using quantitative-descriptive methods. The results indicated that authenticity, product knowledge, and engaging content are the most valued characteristics of TikTok influencers among the respondents, while over-promotion and a lack of transparency serve as significant deterrents affecting their purchasing decisions. Effective influencer techniques identified include demonstrating product use and providing honest reviews, while generic content and hidden sponsorships were considered less effective. The findings also revealed that when engaging in online shopping, consumers prioritize price, necessity, and product quality. When respondents were asked about their actions following unsatisfactory purchases, common responses included leaving negative reviews or requesting refunds. These insights offer valuable guidance for businesses, influencers, and consumers to enhance marketing strategies and make informed purchasing decisions.