Skip to content
e-ISSN 3086-0881 Open access Double-anonymous review
Oxton Science Journal Scholarly journal · Oxton Education Submit a manuscript
Review Articles Open access Peer reviewed

INFLUENCER MARKETING ON TIKTOK: CREATOR CREDIBILITY, CONTENT VALUE, ATTITUDE AND PURCHASE INTENTION IN AN INTEGRATIVE REVIEW

Mayara Souza de Oliveira1 , Sophia Oliveira Nunes1 , Thaís Gabrielle Yanez1 , Prof. Me. Eder Freitas1

  1. Universidade Paulista
Received
Oct 30, 2026
Accepted
Nov 3, 2026
Published
Nov 10, 2026
Issue
Vol. 2, No. 1 (2026), p. 62-71
Read PDF Download Cite
Share
LinkedInXBlueskyFacebookWhatsAppEmail

Abstract

Introduction: TikTok Shop brings content, social interaction and purchase into a single flow, a setting in which impulse buying calls for specific examination. Objective: to analyze the relationships among social influence, commercial stimuli, purchase convenience and impulse buying on short-video and live-streaming platforms. Methods: two-phase integrative review, with an initial exploratory search and a documented PubMed search on October 28, 2026 (58 records; 22 included), yielding 34 works analyzed through thematic synthesis in the S-O-R model and an evidence map. Results: social influence and commercial stimuli are consistently associated with impulse buying, usually through arousal, pleasure and perceived value, with context-dependent exceptions; convenience has moderate, indirect support, and only two studies address TikTok. Conclusion: the evidence indicates associations, not causality, and lacks studies with Brazilian consumers.

KeywordsInfluencer marketingTikTokSource credibilityContent valuePurchase intention
Full textReader with full-text search, table of contents, thumbnails and night mode. Read PDF

References

  1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
  2. Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), 2744. https://doi.org/10.3390/su15032744
  3. Barari, M., Eisend, M., & Jain, S. P. (2026). A meta-analysis of the effectiveness of social media influencers: Mechanisms and moderation. Journal of the Academy of Marketing Science, 54(1), 28–48. https://doi.org/10.1007/s11747-025-01107-3
  4. Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149. https://doi.org/10.1016/j.jretconser.2022.103149
  5. Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186–195. https://doi.org/10.1016/j.jbusres.2021.03.067
  6. Bhandari, A., & Bimo, S. (2022). Why’s everyone on TikTok now? The algorithmized self and the future of self-making on social media. Social Media + Society, 8(1), 20563051221086241. https://doi.org/10.1177/20563051221086241
  7. Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469–479. https://doi.org/10.1016/j.bushor.2020.03.003
  8. DataReportal. (2024). Digital 2024: Brazil. https://datareportal.com/reports/digital-2024-brazil
  9. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307–319.
  10. Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35.
  11. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Addison-Wesley.
  12. Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co.. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166
  13. Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: A literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375. https://doi.org/10.1080/02650487.2020.1836925
  14. Kim, D. Y., & Kim, H.-Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024
  15. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Tecnologia para a humanidade [Marketing 5.0: Technology for humanity]. Sextante.
  16. Limayem, M., Hirt, S. G., & Cheung, C. M. K. (2007). How habit limits the predictive power of intention: The case of information systems continuance. MIS Quarterly, 31(4), 705–737.
  17. Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
  18. Montag, C., Yang, H., & Elhai, J. D. (2021). On the psychology of TikTok use: A first glimpse from empirical findings. Frontiers in Public Health, 9, 641673. https://doi.org/10.3389/fpubh.2021.641673
  19. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
  20. Pan, M., Blut, M., Ghiassaleh, A., & Lee, Z. W. Y. (2025). Influencer marketing effectiveness: A meta-analytic review. Journal of the Academy of Marketing Science, 53(1), 52–78. https://doi.org/10.1007/s11747-024-01052-7
  21. Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
  22. Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66.
  23. TikTok. (2020, June 18). How TikTok recommends videos #ForYou. TikTok Newsroom. https://newsroom.tiktok.com/en-us/how-tiktok-recommends-videos-for-you
  24. Torraco, R. J. (2005). Writing integrative literature reviews: Guidelines and examples. Human Resource Development Review, 4(3), 356–367. https://doi.org/10.1177/1534484305278283
  25. Verplanken, B., & Orbell, S. (2003). Reflections on past behavior: A self-report index of habit strength. Journal of Applied Social Psychology, 33(6), 1313–1330.
  26. Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647
  27. Wang, Y. (2020). Humor and camera view on mobile short-form video apps influence user experience and technology-adoption intent, an example of TikTok (DouYin). Computers in Human Behavior, 110, 106373. https://doi.org/10.1016/j.chb.2020.106373
  28. Whittemore, R., & Knafl, K. (2005). The integrative review: Updated methodology. Journal of Advanced Nursing, 52(5), 546–553. https://doi.org/10.1111/j.1365-2648.2005.03621.x

Article information

Section
Review Articles
History
Received Oct 30, 2026 · accepted Nov 3, 2026 · published Nov 10, 2026 (10 days from submission to publication)
Copyright
© 2026 Mayara Souza de Oliveira, Sophia Oliveira Nunes, Thaís Gabrielle Yanez, Prof. Me. Eder Freitas
License
CC BY 4.0

About the authors

Prof. Me. Eder Freitas — Master in Administration from the University of the Amazon - UNAMA