Search

Accelerated by the COVID-19 pandemic and the advancements of IR 4.0, the rise of online shopping has significantly reshaped consumer preferences, making digital platforms like TikTok (Douyin in China) central to product research and purchasing decisions. This study delves into the strategic impact of social media marketing on Generation Z's purchase intentions on TikTok, leveraging the Theory of Planned Behaviour (TPB) to uncover key factors driving this demographic's engagement in the era of IR 4.0. Thus, the objectives of this study are to (i) measure the level of Malaysian Generation Z TikTok users' purchase intention and (ii) examine the influence of independent variables (brand awareness, e-WOM, perceived risk, perceived ease of use, and peer influence) towards purchase intentions of Generation Z consumers in Malaysia. A total of 200 responses were gathered using convenience sampling and data was analyzed using Statistical Package for the Social Sciences (SPSS) software version 29. Results revealed a reasonably high level of Malaysian Generation Z TikTok users' purchase intention, with a mean value ranging from 3.65 to 3.76. Furthermore, results demonstrated significant relationships between all independent variables and purchase intention, with e-WOM showing the highest correlation coefficient of 0.689 and p-value<0.005. The study's findings will contribute to social media marketing knowledge and offer valuable insights for entrepreneurs and researchers, revealing the factors influencing purchase intentions among Generation Z TikTok users in Malaysia. [ABSTRACT FROM AUTHOR]

In recent decades, the global interest in organic food has steadily risen, prompting increased scholarly attention to unravel the complex motivations and barriers influencing its consumption. Despite a plethora of studies on the subject, there exists a lack of cohesive synthesis in literature. This study addresses this gap by conducting a systematic literature review that comprehensively analyzes the factors and challenges influencing the purchasing decisions of organic food. Drawing from 59 empirical research articles spanning from 2019 to 2023, various theoretical frameworks, including the Theory of Reasoned Action, Theory of Planned Behavior, Value-Belief-Norm, Attitude-Behavior-Context, and Value-Attitude-Behavior Hierarchy, were employed to categorize identified motives and barriers. The main findings of this systematic literature review encompass several key aspects: firstly, the provision of descriptive statistics about the chosen studies; secondly, a comprehensive synthesis of the factors discussed in the selected studies, employing various theoretical frameworks; thirdly, identification of potential possibilities for future research; and finally, the implications of these findings for scholars, managers, and policymakers seeking to enhance their understanding of organic food consumption-related issues. This review paper significantly contributes to education (SDG4) by sharing insights, drives innovation (SDG9) in sustainable agriculture, aids policymakers in building resilient, organic food systems in communities (SDG11), and fosters collaborative partnerships (SDG17) for holistic sustainable development. [ABSTRACT FROM AUTHOR]