ANALYZING THE INFLUENCE OF TIKTOK AFFILIATE’S FACTORS ON THE

CONSUMER PURCHASING INTENTION BETWEEN 20-30 YEAR-OLD TIKTOK

USERS WITHIN METRO MANILA

Mary Joy Anne M. Martin, Sharnin Kyle M. Cañada, Julious I. Inolino,

Jerome S. Lumansoc, Patrick Jerome R. Ocan, Shane A. Satentes,
Antonio N. Taguinod Jr, Marianne A. Iban

College of Business and Accountancy

Business Research
Our Lady of Fatima University

https://doi.org/10.5281/zenodo.10565913
ABSTRACT
This research study is dedicated to understanding the multifaceted dimensions of
consumer behavior of TikTok, focusing on the age demographic of 20 to 30-year-old
users in the vibrant landscape of Metro Manila. The overarching objective is to scrutinize
the network of factors affiliated with TikTok such as content quality, influencer credibility,
audience engagement and product relevance that wield influence over the purchasing
intentions of its users within this demographic. The research methodology encompasses
a quantitative approach. Surveys will be conducted to gather firsthand insights from the
20 – 30 years-old users in the Metro Manila, offering deeper understanding of their
interactions, perceptions, and decision-making processes within the TikTok environment.
Statistical analysis will be employed to ascertain correlations and patterns between these
factors and the observed purchasing intentions. Analysis showed after taking into account
the decision rule that instructs researchers to accept the null hypothesis; all factors:
content quality (SD = 0.51), influencer credibility (SD = 0.48), audience engagement (SD
= 0.48), product relevance (SD = 0.51), and purchase intention (SD = 0.51) were
significant to the consumer’s purchase intention. The study identified four crucial
independent variables as major factors in this influence. Content quality, audience
engagement, and product relevance all significantly influence consumer purchasing
intention. This suggests that these factors are crucial considerations for TikTok affiliates
aiming to drive purchase decisions. While all independent variables demonstrated
significant influence, influencer credibility emerged as the factor with the lowest, indicating
its stronger and more specific association with consumer purchasing intention. This
highlights the importance of building and maintaining trust and authenticity as a TikTok
affiliate.

Keywords: TikTok, TikTok Affialiates, Purchase Intention, Tiktok User, Content Quality,
Audience Engagement, Product Relevance, Consumer Behavior, Influencer Credibility,
Digital Marketing

INTRODUCTION
In the age of social media marketing, TikTok affiliates have generated significant
interest among businesses seeking innovative promotional approaches. TikTok,
renowned for its short-form video content, has swiftly become a potent marketing
platform, witnessing a surge in affiliate partnerships (Lauren Hallanan, 2018). These
affiliates, primarily content creators or influencers, collaborate with brands to endorse
products or services within engaging video content. Such collaborations on TikTok
demonstrate substantial potential in driving consumer engagement and enhancing brand
awareness. This growing trend of TikTok affiliates presents an intriguing landscape for
exploring influencer marketing dynamics within this rapidly expanding social media
platform. As social media platforms continue to evolve, TikTok's substantial user base
and engagement rates have made it a focal point for affiliate marketing strategies (Jarboe,
2014). Influencers, capitalizing on their influence, join forces with brands to promote
products or services, driving sales through unique and compelling content. A study by
Influencer Marketing Hub reveals active engagement by TikTok creators in affiliate
marketing, earning commissions based on sales generated from their promotional efforts.
This trend underscores the platform's ability to foster profitable collaborations between
influencers and brands, reshaping the digital marketing landscape in the realm of social
media. Broken affiliate links is customers attempting to make purchases through affiliate
promotions may become frustrated and have a bad experience due to broken links or
outof-date codes, future purchases may be discouraged and brand perception may be
harmed, restricted product information a few affiliate networks provide very little details
on the goods they are promoting customers may find it challenging to make wise
judgments as a result, and if their expectations aren't satisfied, they may become
dissatisfied. The objectives of this study is to identify if attributes of a TikTok affiliate play
a big role in shaping a customer’s purchase intention. These goals include understanding
audiences and identifying demographics such as age, gender, income, location, and other
TikTok attributes. These goals include understanding audiences and identifying
demographics such as age, gender, income, location, and other TikTok attributes. This
study is significant because of various reasons; First, this research will provide insight
into TikTok's function as a marketing platform and the impact of the TikTok affiliates’
advertisements and videos that are put there on the age range of 20-30 years old’s choice
to make a purchase. Second, it will assist the marketing community such as affiliates in
deciding whether or not to use the TikTok platform for product promotion, and if they will,
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what factors to concentrate on while uploading their videos to produce an effective
content. This study also supports existing hypotheses and other pertinent studies about
the connection between TikTok users’ purchase behavior and the TikTok platform as well
as the TikTok affiliates.

Theoretical Framework

Customer-Centric Influencer Marketing (CIM)

In the customer centric influencer marketing model theory from Brown and Fiorella
(2013), state that the orbit of the consumers influences the followers in making decisions
when it comes to choosing a brand or product from TikTok affiliates. With this approach,
TikTok affiliates can directly communicate with their followers that can possibly be their
potential consumers as they use them to create content videos with creativity and spread
their message that will result in the effectiveness of TikTok marketing strategies. The
consumer cannot know about the actual product before buying the product or service
experience and after-sales services; however, looking at the reviews of other consumers
online, consumers' perceptions of quality, performance and post-purchase services can
greatly impact their purchasing decisions as well as the reputation of brands. This has
been supported by numerous studies including those conducted by Jalilv & Samiei
(2012), Almana & Mirza (2013), Tham et al. (2013), Charo et al. (2015) and Sallam &
Wahid (2015). Consumer Behavior Model.

Geyser (2022) emphasizes building relationships with influencers to effectively

utilize social media marketing. Companies work with influencers to deliver interesting
content that appeals to the audience they are targeting. By effectively employing
influencers, businesses can drive brand awareness, increase sales, and foster customer
loyalty. The user’s stages of purchasing intentions are awareness, in which influencers
introduce consumers to products or services through endorsements or promotions.
Second is consideration, this is where consumers evaluate purchasing the product or
service after learning more from influencers.

Lastly, the action where consumers take the step to purchase the product or
service. The model also addresses influencer marketing challenges, such as identifying
suitable influencers to partner with and measuring campaign effectiveness. Business
must carefully

consider these challenges to successfully utilize influencer marketing and achieve their
business objectives.

Geyser (2022)'s model provides a valuable framework for understanding how

influencers influence consumer behavior. Businesses can develop effective influencer
marketing campaigns that drive results by comprehending the different stages of the
consumer decision-making process.

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Literature Review

Content Quality
The influence of TikTok videos on consumer behaviour
As years pass, technology advances; businesses then adapt to the changes to
achieve goals and objectives. From traditional advertising to digital marketing – online
marketing, social media marketing, etc. Traditional advertising like newspapers was the
major advertising method used to promote products and services, then television and
radio advertising were introduced in the 19th century. To reach out to more markets and
be accessible to all, the use of computers, smart phones, and the internet became
prevalent as it is easy to access for both providers and users. The growth of technology
affects the advancement of social media platforms. Now, social platforms can be used as
a generator and way to share content such as text, videos, pictures which can be used
for advertising products and services. As for marketing context, social media like
Facebook, Twitter, Instagram, Pinterest, WhatsApp, TikTok and Snapchat is a platform
where people interact by sharing information and opinions (Kaplan & Haenlein, 2010).
According to a statistics report, in most countries, Facebook has the most monthly users
with 3.58 billion. Also, TikTok is notably seen to have a growth in number of users and
also use as a platform for sharing information and business.

Influencer Credibility
eWOM via the TikTok application and its influence on the purchase intention of
Somethinc products
Electronic word-of-mouth (eWOM) is a new phenomena that has emerged as a
result of social media replacing conventional word-of-mouth (Hussain et al, 2017).
According to data collected globally, there has been a noticeable increase in the number
of consumer goods transactions made online, with many consumers basing their
selections on the opinions of other web users, especially on social media. One of the
most popular social media sites right now is TikTok, which features beauty-related
material. One of the brands that is most popular on this application is Somethinc. The
study found that marketers can amplify electronic word-of-mouth (eWOM) by briefing
influencers on what to include in their reviews. This allows marketers to control the content
and better understand their customers. Additionally, marketers can learn from customer
reviews to improve their products or develop new ones. The study also found that
information quality, credibility, and quantity are important factors to consider when
managing and marketing products.

Factors influencing the intention to use affiliate marketing: A conceptual analysis.

When a company uses third-party publishers who are vetted as affiliate marketers
to advertise its products and services on its website, it is widely known as affiliate
marketing (Zurina & Ong, 2019). Affiliate marketing, as defined by Fox and Wareham
(2010), is the outsourcing of product selling by an organization, employing advertising
channels like , text links, , text links, or banners. A commission is given to an affiliate
when a customer clicks on the link (clicks), contacts the organization (leads), or makes a
purchase (sale) of the recommended products. Dwivedi (2017) argue that affiliate
marketing, categorized as result-driven online marketing, gauges success through the
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amounts of revenue generated for the organization and commissions earned by the
affiliate marketer. In essence, the growth in an organization's sales is a tangible indicator
of affiliate marketing success, involving organizations, affiliate marketers, and customers,
as highlighted by Mazurek and Kucia (2011).

Audience Engagement
The use of TikTok affiliate marketing for e-Commerce and online business
The study explores the potential of affiliate marketing as an innovative tool for
enhancing brand value and boosting revenue. The findings reveal that TikTok affiliates
marketing strategies can substantially elevate sales performance. Leveraging social
media collaborations with celebrities enables businesses to reach a wider audience and
promote their products effectively. This approach aligns with the growing prevalence of
social media engagement, making it a powerful marketing strategy in the modern era.
Examining the Shopee affiliate campaign, this study delves into the impact of TikTok
social media marketing on impulsive purchases of fashion products, with hedonic
shopping motivation serving as the intervening variable.

In accordance with Tuten (2008) as cited in Paurova & Gregova (2020), social
media marketing is an online advertising form leveraging the cultural context of social
communities, encompassing social networks, the visual realm, and social news sites to
attain communication objectives and establish brand presence. Social media is made up
of the words media and is a medium for interpersonal communication. Introduced in
September 2016, TikTok is a social networking app enabling users to create, edit, and
share videos with diverse filters and durations ranging from 15 seconds to 3 minutes. As
per Hootsuite's data, TikTok stands as one of the most widely used social media
platforms, securing the sixth position in popularity.

Bridging the empirical gap in the relationship and effect of TikTok on students'
engagement: A case of a local college in the Philippines
The purpose of this research is to examine how individuals of different genders
use and interact with TikTok and their engagement in class. The study also aims to
investigate the relationship between the app's use and student engagement.

Based on the results, it is inferred that the strategic use of the app has the potential
to enhance and influence students' participation and engagement. The study found that
undergraduates at the college are responsible app users who do not want to be distracted
from their studies. Students use TikTok as a form of stress relief and entertainment
between classes and after completing coursework. The research suggests that
collaboration between teachers and the College Guidance Office is necessary to provide
guidance on the appropriate use of social networking apps in the classroom.

TikTok as a supplementary instructional material in teaching Filipino and

communication subjects
In September 2016, the social networking app TikTok made its debut, offering
users the capability to produce, edit, and share videos equipped with diverse filters and
durations ranging from 15 seconds to 3 minutes. According to Hootsuite's data, TikTok

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has secured the sixth position among the most popular social media platforms,
showcasing its widespread acceptance.

High levels of mental and emotional effectiveness were observed when TikTok
was employed as an innovative supplementary instructional tool, according to the study,
as well as active learning among secondary and tertiary students. It also revealed a
significant difference in students' performance, the study concluded that Supplementary
material for teaching Filipino and Communication subjects was effectively enhanced
through the incorporation of TikTok videos, encouraging teachers to explore similar
innovative tools to improve student engagement and performance.

Effectiveness of brand ambassador on TikTok in the purchase intention of young

professionals
Brand ambassadors, individuals compensated for endorsing products (Seldaña,
2019), hold a crucial role in shaping a positive brand image. The selection of well-
regarded personalities by organizations contributes to a positive public perception,
thereby enhancing the overall brand image. Companies often enlist the services of brand
ambassadors for advertising their products, emphasizing the necessity for a high level of
commitment and consistency in brand development.

In the current era of digitalization, leveraging brand ambassadors emerges as a

strategic imperative for improving sales and fostering a positive image for company
products. The surge in online transactions, accounting for a substantial 65.3% in 2018-
2019, underscores the significance of digital marketing as a promising strategy. Notably,
33% of these transactions involved young individuals (Nisa & Pramesti, 2020).

Social media marketing activities, brand awareness, and brand image

A place where people may express their creativity and watch amusing, short films
can be done in TikTok. By expressing themselves creatively, It is aimed at an audience
that wants to entertain other audiences. According to Gesmundo et al (2022), TikTok is a
creative expression platform. Johnson (2020) argues that with the people isolated, people
now need to have a new way to interact with others and entertain themselves. TikTok has
enabled countless users to create, watch videos, and promote businesses via short video
content.

Product Relevance
The influence of TikTok videos on German Gen Z consumers’ attitude and
purchase intention towards sustainable brands
To acquire a commodity or service is the intention of a customer that is influenced
by various advertising strategies, particularly on social media (Araujo et al. 2022). Social
media has been recognized as an effective platform for product promotion, with studies
supporting its utility (Alalwan et al. 2017; Duffett 2015; Wei & Jung 2017). On TikTok,
common methods to stimulate consumer desire include advertising, live streaming,
advertising and in-app purchases, and electronic Word of Mouth (eWOM) (Zhuang
2022). Evidently, eWOM has become a strong advertising tool, especially among digitally
informed customers, and research has explored its impact on consumer decision-making

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(Tabassum et al. 2020). Notably, eWOM holds significance for Gen Z consumers, as they
often rely on online reviews and recommendations when making purchase decisions
(Khwaja et al. 2020).
In light of these findings, this research study delves into the influence of
sustainable TikTok videos on purchasing intentions, exploring TikTok advertisements by
sustainable brands and examining electronic Word of Mouth (eWOM) concerning
sustainable products, this study seeks to unravel the impact of information, trust, and
entertainment on an individual's decision-making process when contemplating the
purchase of a sustainable product.

Purchase Intention
Exploring the role of influencers and customers engagement on purchase intention
in TikTok live streaming shopping
Examining the impact of influencer and customer engagement on the purchase
intention of live-streaming shopping, with a focus on the TikTok platform, this study delves
into the role of customer trust as a determinant of customer engagement. A significant
impact on customers' purchase intention during live-streaming shopping on TikTok is
notably unveiled by the research, with Influencer Credibility, including attractiveness,
trustworthiness, and expertise, playing a crucial role.These findings align with prior
research emphasizing the substantial impact of social media influencers on purchase
intention, as demonstrated by Lim et al. (2017).

Investigating the determinants of customer engagement and purchase intention,

this study unveils significant insights. Specifically, customer trust, spanning trust in
community members, broadcast, and product, emerges as a pivotal factor impacting
customer engagement. Moreover, the study underscores the influence of both customer
engagement and influencers' credibility, encompassing attractiveness, trustworthiness,
and expertise, on shaping purchase intention.

Purchasing Intention: A research on mobile phone usage by young adults

The primary goal of the research is to determine the variables that influence young
adults' propensity to buy. An essential component in identifying the root causes of young
adults' purchase intentions is the reference group. To avoid the hazards associated with
purchasing unknown products, research indicates that young adults would rather
purchase from trusted companies. From this vantage point, the study suggests a
conceptual model that incorporates the structural connections among reference group,
purchasing intention, and brand trust. By examining the moderating role of brand trust in
this framework, the study hopes to add to the body of literature. A survey that 749 young
individuals in Istanbul, Turkey, between the ages of 20 and 30 completed is used to
evaluate a number of hypotheses. The AMOS-18 and IBM SPSS-23 programs were used
to examine the data. Hierarchical regression analysis was done in addition to descriptive,
reliability, and factor (exploratory and confirmatory) analysis in order to assess the
research hypotheses. The findings indicate that purchasing intention is positively
influenced by the reference group, and that this relationship is moderated by brand trust.

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 Marketing campaigns leading to the purchase of accommodation products
Social commerce has transformed how accommodations are marketed,
leveraging online promotions, social media advertising, and the creation of web pages.
Fundamentally, marketing influenced consumers to make purchases, and the advent of
the internet led to the evolution of diverse marketing approaches. This study aimed to
create an analysis centered on consumers' initial impressions of accommodation
products in marketing campaigns.

Kariru (2022) highlights the significant influence of electronic technology on the

evolution of digital marketing as a modern approach. The integration of diverse marketing
tactics across online platforms, including the internet, social media, mobile devices, video
content, affiliate marketing, and search engine optimization, stands as a crucial
component of contemporary marketing strategy (Khan & Nawaz, 2021). Recognizing the
potential for hoteliers to gain a competitive edge, this approach could ultimately contribute
to the enhanced overall tourism performance in a given region (Kariru, 2022; Leite &
Azevedo, 2017).
Muhammedrisaevna et. Al (2020) proposed that the internet holds the promise of
creating opportunities for businesses by delivering tailored advertising to the right
audience. The worldwide web enables businesses to gather feedback from consumers
regarding promotional content. One remarkable feature highlighted here is the capacity
to adjust an entire campaign's strategy during its ongoing execution. Song and Yoo (2016)
have documented the significant influence of social media on customers' pre-purchase
decision-making.

Influence of TikTok video advertisements on Generation Z’s behavior and purchase

intention
TikTok's dynamic and rapid algorithm has a strong appeal to young audiences
worldwide (Weimann & Masri, 2021) due to its focus on short-form videos that promote
joy and creativity. By April 2019, TikTok had experienced a remarkable 200% growth in
market share within just two years, setting it apart from other social media platforms
(Wang et al, 2020). TikTok, owned by ByteDance, has seen a massive surge in users
and cultural significance, reflecting the youth's culture, rituals, spaces, and lifestyles
(Kennedy, 2020). Remaining a conduit for businesses, it continues to facilitate
connections with audiences through straightforward and scalable solutions (TikTok,
2021).

In the Philippines, the 18-24 age group makes up 31.7% of the total audience on
TikTok, presenting a valuable target for marketers (Kemp, 2021). To engage Generation
Z, it's essential for marketers to create content that is authentic and relatable (Khwaja et
al., 2020). Chang (2020) noted that new media and their underlying technologies offer
both opportunities and challenges for advertisers. Despite this, TikTok, when compared
to established platforms like Twitter, Instagram, and Facebook is relatively unexplored in
terms of its impact on marketing communication, consumer behavior, and purchase
intention. Within this study, the spotlight is directed towards three dimensions of TikTok
advertisements: emotional, entertaining, and informative. Emotional ads connect with the

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audience on a personal level, while entertaining ads are visually appealing and
lighthearted. Informative ads provide in- depth information about products and brands.

The impact of Digital Marketing on customer buying intention of customers in the

Philippines
Consequently, the primary objective of this study is to investigate the connection
between customer engagement and purchase intention, leading to the following
hypothesis: H5: Customer engagement exerts a substantial influence on purchase
intention (Husnain & Toor, 2017). In the current study, the focus is on how marketing,
particularly through social media and email, influences consumer behavior, specifically in
terms of customer engagement and purchase intention.
The study also found that Filipinos are influenced by online advertisements, and
that digital marketing has a positive impact on customer engagement and purchase
intentions. This is important for businesses to know, as it shows that they should focus
on using digital marketing to reach their target audience.

Research Simulacrum

Content Quality

Influencer
Credibility
TikTok user’s
Purchase
Intention
Audience
Engagemen
t

Product Relevance

Figure 1. The Conceptual Model

The diagram shows that the Independent Variables which are the Content Quality,
Influencer Credibility, Audience Engagement and Product Relevance are the four factors
that the researchers considered to assess the TikTok users’ Purchase Intention–the

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Dependent Variable. These four independent variables are grounded in a comprehensive
review of relevant academic research on TikTok users' Purchase Intentions.

Research Questions
Research Question no. 1: What is the demographic profile of the respondents?
1.1 Age
1.2 Gender
Research Question no. 2: Do the four factors of TikTok affiliates have an impact on the
purchasing intention of consumers living in Metro Manila?
2.1 Does Content Quality have a significant role on consumer’s purchasing
intention?
2.2 Does Influencer Credibility have a significant role on a consumer's purchasing
intention?
2.3 Does Audience Engagement have a significant role on consumer’s purchasing
intention?
2.4 Does Product Relevance have a significant role on consumer’s purchasing
intention?
Research Question no. 3: Among all the variables, which one of them received the
lowest score?

METHODOLOGY

Research Design
The researchers employed a quantitative approach to create the research and
collect data on the subject matter (Creswell, 2020). This method was used as it allowed
them to collect and analyze huge amounts of data from a representative sample of the
population, that is crucial for extrapolating the findings to a broader population.
Quantitative research is a systematic, empirical approach to research that uses numerical
data to collect and analyze information (Creswell, 2020). Quantitative research is
particularly important in marketing research, as it allows researchers to gather insights
into consumer behavior, preferences, and trends. A type of research that does not involve
manipulating or controlling the variables being studied is called Non-experimental
research (Creswell, 2020). Instead, researchers rely on observing and measuring the
variables as they occur naturally. Non-experimental research can be used to study a wide
range of phenomena, including consumer behavior, social trends, and the effects of public
policies. Non-experimental research is a valuable tool for researchers in all fields,
including marketing, because it allows them to study phenomena that cannot be easily
manipulated or controlled. It is particularly important in marketing research as it allows
researchers to understand consumer behavior and motivations in real-world settings.

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Research Locale

The researchers strategically chose Metro Manila, a highly urbanized area which
consists of 16 municipalities, as the study location due to its large student population,
which guaranteed access to a sufficient number of participants. Additionally, its
accessibility and practicality allowed for efficient data collection within a short timeframe.
This strategic location facilitated swift and comprehensive data gathering from
respondents residing in the areas of Metro Manila.

Population and Sampling

The researchers opted for purposive sampling, a non-probability sampling method,

with Metro Manila selected as the target respondents. In this sampling, the researchers
do not select participants randomly. Non- probability sampling is a sampling technique
that does not involve random selection of participants. This implies that the likelihood of
selection for the sample is not uniform across all members of the population. (Trochim,
2006, p. 103) Purposive sampling falls under the category of non-probability sampling in
which the researchers select participants based on their specific needs for the study.
Purposive sampling, enables researchers to choose participants who are most likely to
provide the desired information." (Creswell, 2014, p. 152). In this case, the researchers
will select participants based on their expertise, knowledge, or experience with TikTok
Marketing. In order to compute the sample size that was used in the research and data
gathering, the researchers used G-Power for having accurate number.

Research Instruments

Instruments are essential tools for measuring variables such as opinions,

concepts, attitudes, and structures in educational research. The selection and use of
appropriate research instruments is essential for conducting rigorous and informative
research." (Trochim, 2006, p. 129). Questionnaires are effective examples of research
instruments.This study will use online Google form with English and Tagalog
transcriptions and are self-made by the researchers as they are easy to use to collect
data and ask people questions. Additionally, the researchers used consent and screening
tools to clarify their interest, notify respondents that their privacy and data are protected,
and ensure that respondents are qualified to complete the research questionnaire. The
questionnaires underwent with thorough validations and serious consultations after being
approved and dispatched to the target respondents. Finally, the researchers used a Likert
scale to measure respondents' level of preference.

Data Analysis

Data Analysis is an essential tool for anyone who wants to be able to make sense
of data and use it to make better decisions. For example, data analysis can be used to
identify trends and patterns in data that would be difficult or impossible to see with the
naked eye (Brown, 2010). Several vital events occured during the data analysis stage
such as the

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organization of data gathered, providing interpretations and the actual analysis of the data
using SPSS data analysis tool. Analyzing the relationship between P value, Pearson
Correlation and some other coefficients were extremely hard to analyze as those values
has to be connected and related. Despite the limitations of non-probability sampling, it
can be a useful tool for researchers who need to collect data from a specific population
that is difficult to reach. In this study, the researchers used non-probability sampling to
collect data from Metro Manila areas having the ages ranging from 20-30 years old.

RESULTS

Table 1: Demographic Profile

Demographic Frequency Percentage

Age
20-30 107 100%
Gender
Male 59.8
100%
Female 40.2

The respondents included in this study comprised 107 individuals who actively
engage with TikTok and reside in the bustling locales of Metro Manila, the Philippines'
vibrant urban hub. These carefully selected participants fall within the age bracket of 20
to 30 years old, encapsulating a diverse spectrum of experiences and perspectives within
this age group. Their inclusion in this research study represents a comprehensive and
exhaustive 100% sample, ensuring a robust and holistic exploration of the trends and
behaviors prevalent among this demographic in the context of TikTok usage within Metro
Manila.

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Table 2: Content Quality

Decision rule
Pearson Regression
Variables P-Value and
Correlation Coefficient
Interpretation
Reject Ho1:
Content Quality is
Content
a significant
Quality and
0.707 <.001 0.289 predictor in
Purchase
customer’s
Intention
Purchase
Intention.

The table shows how Content Quality affects the Purchase Intention. The findings
convey the interpretation of the data presented in linear regression, with the researchers
obtaining a P-Value of <.001. Taking into account the decision rule that instructs
researchers to accept the null hypothesis if the significant difference is greater than 0.05,
the retrieved result in the null hypothesis being rejected. As a result, Content Quality is a
significant factor between consumer’s Purchase Intention. There is also a high correlation
(0.707) between two variables, and each unit of Content Quality has 0.289 increase in
Purchase Intention.

Table 3: Influencer Credibility

Variables Pearson P- Regression Decision rule

Correlation Value Coefficient and
Interpretation
Influencer 0.602 0.106 -1.23 Accept Ho2:
Credibility Influencer
and Credibility is not a
Purchase significant
Intention predictor in
customer’s
Purchase
Intention.

The table shows how Influencer Credibility affects the Purchase Intention. The
findings convey the interpretation of the data presented in linear regression, with the
researchers obtaining a P-Value of .106. Taking into account the decision rule that
instructs researchers to accept the null hypothesis if the significant difference is greater
than 0.05, the retrieved result in the null hypothesis being accepted. As a result, Influencer
Credibility is a significant factor between consumer’s Purchase Intention. There is also a

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moderate correlation (.602) between two variables, and each unit of Influencer Credibility
has -1.23 decrease in Purchase Intention.

Table 4: Audience Engagement

Variables Pearson P- Regression Decision rule

Correlation Value Coefficient and
Interpretation
Audience 0.823 <.001 0.362 Reject Ho3:
Engagement Audience
and Engagement
Purchase is a significant
Intention predictor in
customer’s
Purchase
Intention.

The table shows how Audience Engagement affects the Purchase Intention. The
findings convey the interpretation of the data presented in linear regression, with the
researchers obtaining a P-Value of <.001. Taking into account the decision rule that
instructs researchers to accept the null hypothesis if the significant difference is greater
than 0.05, the retrieved result in the null hypotheses is being rejected. As a result,
Audience Engagement is a significant factor for consumer’s Purchase Intention. There is
also a very high correlation (0.823) between two variables, and each unit of Audience
Engagement has.

Table 5: Product relevance

Variables Pearson P- Regression Decision rule

Correlation Value Coefficient and
Interpretation
Product 0.823 <.001 0.451 Reject Ho4:
Relevance Product
and Relevance is a
Purchase significant
Intention factor in
customer’s
Purchase
Intention.

The table shows how Product Relevance affects the Purchase Intention. The
findings convey the interpretation of the data presented in linear regression, with the
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researchers obtaining a P-Value of <.001. Taking into account the decision rule that
instructs researchers to accept the null hypothesis if the significant difference is greater
than 0.05, the retrieved result in the null hypothesis being rejected. As a result, Product
Relevance is a significant factor for consumer’s Purchase Intention. There is also a very
high correlation (0.823) between two variables, and each unit of Product Relevance has
.451 increase in Purchase Intention.

Discussion

There are some parts in the results that are aligned with the previous studies that
states that TikTok affiliates must have quality content in order for them to convert viewers
into potential customers. On the other hand, one of the researcher’s independent variable
“Influencer Credibility” doesn’t seem to match the previous studies as the results came
out different. The results states that regardless of how popular the endorser is, it is not a
huge factor that a customer is considering whenever they are making a purchasing
decision.

The implications of these results are that Content Quality is an important factor
that influences Purchase Intention. For businesses to truly connect with their audience,
creating high-quality content is like building a bridge, carefully constructed to meet their
needs on the other side. High-quality content can help to increase brand awareness, build
trust with customers, and ultimately lead to more sales.

For Influencer Credibility, brands that are aiming to increase Purchase Intention
through influencer marketing need to carefully select credible influencers who resonate
with their target audience. High levels of perceived expertise, trustworthiness, and
authenticity might not guarantee increased sales.

The findings emphasize the power of Audience Engagement as a critical driver of

Purchase Intention. By proactively engaging your audience and creating meaningful
connections, businesses can significantly increase their chances of customer conversion.

These findings emphasize the significance of Product Relevance in influencing

purchase decisions. By prioritizing relevance in product development, marketing, and
customer engagement, businesses can effectively drive up Purchase Intention and sales.

Conclusions

This research study determined the impact of Content Quality, Influencer

Credibility, Audience Engagement and Product Relevance on the Purchase Intention of
consumers ages 20-30 years old residing within Metro Manila. The rise of this dynamic
social media platform has opened up an entirely new realm of marketing opportunities for
businesses. This study enables to understand in a different views that an influencer holds
many responsibilities that’s make a phenomenon level of influence that influencers have

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on their audience. In these circumstances, influencers value money and sponsorship.
Rather than sharing products and brands that they stand behind, many influencers are
eager to promote anything, as long as they are being paid. As per the study’s results, the
involvement of TikTok affiliates significantly impacted the buying intent of consumers
aged 20-30 in Metro Manila. The study identified four crucial independent variables as
major factors in this influence. Content Quality, Audience Engagement, and Product
Relevance all significantly influence consumer Purchasing Intention among 20-30 year-
old TikTok users in Metro Manila, with P-Values <.001. This suggests that these factors
are crucial considerations for TikTok affiliates aiming to drive purchase decisions. While
all independent variables demonstrated significant influence, Influencer Credibility
emerged as the factor that exceeded the significance level indicating its weak association
with consumer purchasing intention. The findings suggest that successful TikTok affiliate
marketing strategies should enhance focus on Content Quality, Audience Engagement,
and Product Relevance. In terms of Influencer Credibility, they should prioritize building
and projecting strong image of their endorser.

Recommendations

The researchers made this study to assess the impact of TikTok affiliates to the
purchasing intention of consumers aging from 20-30 within Metro Manila with the use of
four different variables. The findings showed that The TikTok affiliates is an effective way
for businesses to increase their sales and increase their brand’s publicity, so that the
business owners can efficiently utilize TikTok as a platform for marketing campaigns.

In addition to that, business owners can promote their products through this
platform in order to reach their target market. The study also discovered that among the
four variables assessed in TikTok affiliates, Influencer Credibility is the closest to the
significance level, although the P-Value didn’t exceed more than significance level, the
researchers still recommends to business owners and marketers that Influencer
Credibility should be taken more seriously in consideration in choosing the right and
suited affiliate image on the products they are selling.

Content Quality Recommendation- Start-up owners should prioritize Content

Quality. The impact of affiliate Content Quality on conversion rates can guide content
creation strategies for attracting high-performing affiliates. Targeting niche influencers
and fostering strong communication with affiliates are crucial, while offering competitive
commissions and investing on high quality cameras and trendy backdrop technology for
program management can further boost results. By collaborating on content, training
affiliates on brand voice, and establishing clear quality criteria, start-ups can unlock the
full potential of this powerful sales channel and drive growth by leveraging high-quality
affiliate content.

Influencer Credibility Recommendation- Avoid fleeting fame by fostering long-

term partnerships, co-creating impactful content, and tracking results. Open
communication is key, hence providing clear guidelines while allowing artistic freedom

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and offering ongoing support is a must. By investing in trust and authenticity, brands
unlock the true power of influencers, turning campaigns into thriving testaments to
credible collaboration. Pick influencers who truly connect with your target audience, rather
than those with just a ton of followers. Look for experts in your field who consistently
engage with their fans through high-quality, honest content that matches your brand.

Audience Engagement Recommendation- Maximize Audience Engagement on

con through strategic hashtag utilization, trending challenge participation, and
collaborative content creation. Foster a dynamic dialogue via interactive Q&A sessions,
engaging polls, and responsive comment management. Drive conversions with clear calls
to action, immersive live shopping features, and impactful influencer partnerships.
Continuously optimize your strategy by meticulously analyzing performance data and
adapting to evolving trends. By implementing these strategic directives, you can transform
TikTok into a potent sales engine for your business.

Product Relevance Recommendation- Business owners should conduct

continuous research on the trending products and on the products that seem to be popular
sooner or later. By having these products initially studied, business owners can leverage
their time thinking whether the product is worthy of their investment or not, hence lesser
the risk. In addition, there are products that are only popular in short time due to being
“Hyped” on social media platforms. Investing in research activities can not only save
business and investors on money but also they can maximize their time to decide if they
would pursue to sell the product or not.

Compliance with Ethical Standards

This research adheres to strong ethical standards throughout. The authors

ensured they obtained permission from all participants, emphasizing their freedom to
leave the study at any time. Striving to protect everyone's privacy, measures were taken
to keep participants' identities confidential. The well-being of the participants was a top
priority. The authors took steps to create a safe and comfortable environment for them
throughout the study. In maintaining transparency, the authors declare the absence of
any personal gain or conflicts of interest during the study. Strict measures were taken to
avoid copying or using others' work without proper credit. An unbiased approach was
applied in interpreting the findings, ensuring fairness. The results obtained are solely used
for research purposes, contributing to broader knowledge without personal bias or gain.

Acknowledgments

First and foremost, the researchers are grateful to our Almighty God for the gifts
He has bestowed upon us during our research. It provided us with the perseverance and
strength we needed to overcome all of the difficulties and problems we encountered
during our study. Having confidence in Him led to the enhancement of this research. The
researchers would love to convey our deep appreciation to Ms. Marianne A. Iban for her
unwavering support in our study and research, as well as her patience, inspiration,
passion, and expertise. Her advice was invaluable during the research and drafting of this

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paper. It was an honor to work and study under her guidance. In addition to our research
adviser, we would like to thank our research team for their time, patience, collaboration,
and passionate support of our study activity. They are willing to help in this endeavor.
This study will not be carried out unless they are present. We are grateful to our cherished
families for their commitment, prayers, and sacrifices in order to educate and prepare us
for the future. We are really appreciative for their continued spiritual support in completing
this study. We would like to express our appreciation to the respondents, 20-30 year-old
TikTok users within Metro Manila for volunteering their time to complete surveys for our
research. Finally, we would like to thank Our Lady of Fatima University for their aid in
carrying out this work and finishing the research, as well as everyone who has helped us
to complete the research work, whether directly or indirectly.

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