TikTok as a Marketing Medium: The Influence of User Generated Content (UGC) and Viral Marketing on Online Purchase Decisions on Glad2Glow Skincare Products

TikTok as a Marketing Medium: The Influence of User Generated Content (UGC) and Viral Marketing on Online Purchase Decisions on Glad2Glow Skincare Products

TikTok social media has evolved into a social commerce platform, serving as an effective digital marketing tool. This study aims to ascertain how user-generated content (UGC) and viral marketing influence online purchasing decisions, with a case study on Glad2Glow products. Using quantitative method...

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Bibliographic Details
Main Authors: Hikmah Akbar Robiul Ramadhan, Tri Yeni, Misbak Misbak, Tiara Muthiarsih
Format: Article
Language:English
Published: Research Collaboration Community (RCC) 2025-06-01
Series:International Journal of Business, Economics, and Social Development
Subjects:
user generated content
viral marketing
online purchase decisions
Online Access:https://journal.rescollacomm.com/index.php/ijbesd/article/view/945
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