TikTok as a Marketing Medium: The Influence of User Generated Content (UGC) and Viral Marketing on Online Purchase Decisions on Glad2Glow Skincare Products

TikTok social media has evolved into a social commerce platform, serving as an effective digital marketing tool. This study aims to ascertain how user-generated content (UGC) and viral marketing influence online purchasing decisions, with a case study on Glad2Glow products. Using quantitative method...

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Bibliographic Details

Published in:	International Journal of Business, Economics, and Social Development
Main Authors:	Hikmah Akbar Robiul Ramadhan, Tri Yeni, Misbak Misbak, Tiara Muthiarsih
Format:	Article
Language:	English
Published:	Research Collaboration Community (RCC) 2025-06-01
Subjects:	user generated content viral marketing online purchase decisions
Online Access:	https://journal.rescollacomm.com/index.php/ijbesd/article/view/945