FACTORS INFLUENCING THE VIRALITY OF BEAUTY PRODUCT CONTENT ON TIKTOK AMONG ADULT WOMEN AGED 18 AND ABOVE
DOI:
https://doi.org/10.35631/AIJBES.829063Keywords:
Beauty Industry, Celebrity Endorsements, Product Virality, Social Media, TikTok Marketing, User-Generated Content (UGC)Abstract
TikTok has emerged as a vital social media platform for marketing beauty product via short video that promote user engagement, content sharing and product discovery. However, limited studies have explored on the virality of beauty product content on TikTok among adult women. Therefore, this study aims to examine the level of influence of user-generated content, micro-celebrity endorsement and social media marketing towards the content virality of beauty products on TikTok among adult women. This study adopted a quantitative research approach, and data were obtained through an online questionnaire distributed to respondents who had prior exposure to beauty product content on TikTok. The data were analysed using descriptive statistics and correlation analysis. The descriptive results indicate that user-generated content, micro-celebrity endorsement and social media marketing towards the content virality of beauty products on TikTok were all perceived at a moderate level, with mean scores ranging from 2.34 to 3.66. The correlation analysis results indicate that strongest relationship was found between user-generated content and virality content (r=.404, P<.001), followed by micro-celebrity endorsement (r=.398, P<.001) and social media marketing (r=.339, P<.001). The finding is expected to build enrich the literature on customer behaviour and digital marketing by providing a clearer understanding of key factors that contribute to the virality of beauty related content within short video platforms. The study also provides useful insights and practical implications for marketers, beauty brands and content creator to develop more effective TikTok marketing strategies and improve engagement, customer response and visibility.
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