The Influence of TikTok Social Media Commerce Promotional Content and Viral Marketing on Buying Interest in Corkcicle Products with the Lifestyle of Gen Y Teenagers and Gen Z As Moderating Variables
Abstract
This study aims to analyse the influence of TikTok social media commerce promotional content and viral marketing on Corkcicle product purchase interest among Gen Y and Gen Z teenagers. This study uses an online survey method with a sample of 100 respondents. The study results show that TikTok's social media commerce promotional content and viral marketing significantly affect Corkcicle's product purchase interest. The lifestyle of Gen Y and Gen Z teenagers acts as a moderating variable that strengthens this influence. This study contributes to digital marketing theory and provides strategic recommendations for business actors who use TikTok as a marketing channel.
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References
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