The Impact of Digital Marketing Through the TikTok Application on Purchase Intent

This study examines how TikTok's digital marketing affects consumers' intentions to make purchases. Due to its large user base and interesting content style, TikTok, a short video sharing platform, has emerged as an important player in the digital marketing environment. Using distributed questionnaires and primary and secondary sources, a diverse sample of TikTok users was surveyed to measure the extent of their exposure to marketing content, their levels of interaction with this content, and its subsequent impact on their purchase intention. According to preliminary results, TikTok's distinctive mix of entertainment and advertising significantly affects users' desire in making purchases. The platform's algorithm-based content recommendation engine makes sure that marketing content, among the wealth of accessible information, reaches the right audience. This study adds to the growing body of knowledge about digital marketing by shedding light on the effects of TikTok. Marketing professionals can improve their campaigns and repurpose their content to align with the changing expectations of consumers in the digital age by better understanding how TikTok marketing tactics influence purchase intent. Finally, the insights from this study are crucial to making informed decisions and formulating strategies in the dynamic field of digital commerce where spending Businesses are making more money on digital marketing via TikTok.