Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal International Journal of Tourism and Hospitality in Asia Pasific International Journal of Accounting & Finance in Asia Pasific
Brahmmanand Sharma
Galgotias University
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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TikTok Marketing and Impulse Buying Behavior Among Gen Z Consumers: A Case Study of SHEIN Malaysia Paul Dung Gadi; Oh Zi Jian; Brahmmanand Sharma; Wei Xin Lee Lee; Xuan Yee Lee; Yun Qi Lee; Zhi Wei Lee; Pawni Sharma; Suraj Shukla; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v9i1.4395

Abstract

This study investigates the impact of TikTok marketing campaigns on impulse purchasing among Generation Z Malaysian consumers, specifically the fast-fashion retailer SHEIN. It seeks to uncover which aspects of marketing, including influencer endorsement, entertainment value, scarcity signals, and personalized recommendation, have the greatest impact on impulse buying intention. A quantitative method was undertaken by conducting an online survey of 200 Gen Z consumers to gather behavioral data. Results reveal the significant push of impulse buying by TikTok marketing, driven foremost by emotional excitement and felt urgency generated by influencer credibility and time-limited deals. Entertainment and content genuineness were also revealed to boost consumers' confidence and interaction towards the brand. Implications are drawn that the interactive TikTok environment weakens consumers' cognitive inhibiting power, inviting spontaneous, emotionally driven buying decisions. Findings present useful lessons for marketers that short video is required to enhance interaction and sales rate, and draw attention to the importance of responsible marketing communication targeting youth digital consumers
From Craving to Convenience: Factors Influencing Customer Online Purchase Decisions in Lazada Malaysia Odebunmi Abayomi Tunde; Brahmmanand Sharma; Xue Er Liew; Jia Suen Lew; Wen Jing Li; Lun Kai Liang; Aisha Gupta; Mohini Singh Bhadouria; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 2 (2026): June 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i2.4675

Abstract

Online shopping has become part of everyday life, and understanding what drives people to buy online is more important than ever. This study explores the factors that influence customer purchase decisions on Lazada Malaysia, focusing on convenience, price perception, trust, and website quality. The data obtained were analyzed using descriptive statistics and regression analysis in SPSS to test the proposed hypotheses. The findings show that trust, fair pricing, and high website quality substantially enhance purchase intention. Convenience, although relevant, is now perceived as a basic requirement in online shopping. The study concludes that Lazada can strengthen customer loyalty by improving platform usability, ensuring secure transactions, and offering genuine value. These insights can help e-commerce platforms create more meaningful, trustworthy, and satisfying online shopping experiences.
Co-Authors Aisha Gupta Daisy Mui Hung Kee Jia Suen Lew Lun Kai Liang Mohini Singh Bhadouria Odebunmi Abayomi Tunde Oh Zi Jian Paul Dung Gadi Pawni Sharma Suraj Shukla Wei Xin Lee Lee Wen Jing Li Xuan Yee Lee Xue Er Liew Yun Qi Lee Zhi Wei Lee