TikTok short video marketing and Gen Z’s purchase intention: evidence from the cosmetics industry in Singapore

Purpose The purpose of this paper is to investigate the effectiveness of TikTok, a popular short-form video marketing platform, on purchase intention for cosmetics among Generation Z consumers in Singapore. Design/methodology/approach A quantitative survey was conducted using a convenience sampling method, with a sample of 136 responses. This study examined the influence of various characteristics of TikTok influencers, such as trustworthiness, expertise, attractiveness and entertainment content, on purchase intention. Findings This study found that trustworthiness and expertise of influencers, as well as entertainment content, had a significant positive impact on purchase intention. In addition, this study also found that influencer attractiveness and brand anthropomorphism were also significant factors influencing purchase intention. Thise study highlights the importance of the entertainment value, which is in line with the nature of TikTok as a medium. Originality/value This study contributes to the limited literature on the effectiveness of TikTok on purchase intention in Singapore, specifically in the cosmetics industry.