The Influence of TikTok Content Creators, Perceived Value, and Brand Image on Consumer's Purchase Intention

Social media is rapidly developing, and this has substantially transformed how consumers, especially the Generation Zs and Millennials, relate with brands and make buying decisions. One of the most prominent of such platforms has become TikTok, and content creators have become the key to the formation of the way young digital consumers think and behave. This paper analyses how the TikTok content creators, perceived value, and brand image affect the purchase intentions of the Gen Z and Millennial users. The quantitative approach has been selected, and the data in a survey will be gathered among active users of Tik Tok representatives of these generations who have seen the promotional messages presented by the creators. The data is analysed through structural equation modelling (SEM) to determine the direct and indirect associations between the variables. It is anticipated that the study will add to the existing literature on the digital influence processes of younger consumer segments, and the role of perceived value and brand image as the mediating variables of purchase intention will be demonstrated. Moreover, the study has practical implications on influencer marketing on TikTok to provide understanding of the strategies to the marketers and companies aiming to enhance the level of engagement, brand perception, and purchase intent among Gen Zs and Millennials youths.