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This Author published in this journals
All Journal Ilomata International Journal of Management Ilomata International Journal of Management Komitmen : Jurnal Ilmiah Manajemen Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Mandalika Literature
Amien, Neneng Nurbaeti
Universitas Muhammadiyah Bandung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Ilomata International Journal of Management

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The Strategy of Sosial Media Marketing in Influencing Consumer Financial Behavior: A Tiktok Case Study Amien, Neneng Nurbaeti; Reina A. Hadikusumo; Yimmi Syavardie
Ilomata International Journal of Management Vol. 6 No. 4 (2025): October 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i4.1768

Abstract

This study investigates the impact of TikTok-based social media marketing strategies on consumer financial behavior, focusing on spending, saving, and investment decisions. Utilizing a qualitative approach, the research gathered data through library research and literature review methods, analyzing sources such as academic journals, books, and reputable online platforms. The findings reveal that TikTok marketing tactics, including influencer endorsements, viral challenges, and educational content, have a notable influence on consumer financial behavior. These strategies effectively leverage emotional appeal, peer influence, and algorithmic content delivery, fostering impulsive spending, enhancing brand loyalty, and promoting financial literacy. Additionally, the role of micro-influencers and user-generated content significantly shapes consumer actions and perceptions. The study concludes that TikTok offers an effective platform for businesses to engage consumers and influence financial decisions, though it also highlights the need for careful management of ethical concerns and the risk of misinformation.
Co-Authors Harmono Reina A. Hadikusumo Syavardie, Yimmi Wandy Zulkarnaen Yimmi Syavardie