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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]

The COVID-19 pandemic exposed significant communication issues within SMEs worldwide, revealing critical problems in their supply chains. This highlighted the importance of social media marketing as a crucial ICT tool for disseminating information and enhancing supply chain sustainability. SMEs, key drivers of economies in developing countries, often struggle with limited resources and information, hindering their sustainability efforts. Social media marketing offers an affordable and rapid communication channel for supply chain stakeholders, promoting sustainable practices. A systematic literature review (SLR) was conducted, analyzing 55 scholarly articles from 2016–2023, using databases such as Scopus, ScienceDirect, PubMed, and Web of Science. This SLR synthesizes existing studies on social media marketing and supply chain sustainability, identifying areas needing further research and offering recommendations for future studies and practical management. The study emphasizes the importance of social media marketing as a cost-effective platform for real-time information sharing and collaboration within the supply chain, which is critical for stability and sustainability, particularly during crises like COVID-19. This study offers researchers useful insights and practical suggestions for SME owner-managers on how to use social media marketing to improve environmental and social performance across the supply chain. [ABSTRACT FROM AUTHOR]