<![CDATA[This study investigates how four TikTok-based communication levers: content marketing, influencer marketing, online customer reviews, and celebrity endorsement, jointly shape consumers’ purchase decisions in a social commerce setting. Drawing on the Elaboration Likelihood Model, Source Credibility Theory, and the Stimulus–Organism–Response framework, the research conceptualises these levers as concurrent persuasive cues operating within a single short-video platform. Data were collected through a cross-sectional survey of 145 Gen Z TikTok Shop users in Indonesia using a structured self-administered questionnaire. All constructs were modelled reflectively and estimated with variance-based structural equation modelling (PLS-SEM). The measurement model demonstrates satisfactory reliability and convergent validity, while the structural model achieves good fit (SRMR = 0.071) and explains 60.7% of the variance in purchase decision. The results show that content marketing, influencer marketing, online customer reviews, and celebrity endorsement each exert a positive and significant effect on purchase decisions, with online customer reviews and celebrity endorsement emerging as the strongest predictors. These findings portray TikTok Shop as an integrated persuasion environment in which branded content, peer evaluations, influencers, and celebrity cues reinforce one another in moving users from viewing to buying. The study extends social commerce literature by simultaneously modelling multiple communication forms on a single platform and clarifying their relative impact in an emerging market youth segment. Practically, it highlights the need to prioritise credible user reviews and carefully matched celebrity partnerships, supported by consistent brand content and authentically perceived influencers, to convert social traffic into actual purchases.]]>
