eWOM via the TikTok application and its influence on the purchase intention of somethinc products

Global data has indicated prevalent growth of online purchases of consumer goods where multiple purchase decisions have been influenced by peer reviews by web users particularly from the influence of social media. Social media has replaced traditional word-of-mouth and introduced a new phenomenon i.e. electronic word-of-mouth (eWOM). TikTok has become one of the trending social media platforms with beauty content within its application. Somethinc is one of the brands that is being viewed mostly on this application. This study aims to better understand the influence of eWOM by virtue of the TikTok application on purchase intention of Somethinc. To understand the influence of eWOM, we applied the information adoption model as the model had been widely used in previous eWOM studies. The information quantity variable was added to the information adoption model. We collected data from 403 respondents administered through a Google Form survey that had several criteria. PLS-SEM using Smart PLS was chosen for data analysis. We found that information adoption positively and significantly influences purchase intention. The model was able to predict the purchase intention of Somethinc accurately by 21.1%