The impact of influencer marketing via TikTok platform on the purchase behavior: a case study of the cosmetics market in Algeria.

The aim of this research is to study the role of influencer marketing via the TikTok platform in shaping the purchasing behavior of cosmetics consumers in Algeria. The dimensions of influencer marketing addressed include influencer credibility, influencer experience, influencer attractiveness, and content quality, and their impact on the two dimensions of purchasing behavior (pre-purchase and post-purchase). The research paper relied on a descriptive inductive approach, using an electronic questionnaire directed at 250 Algerian consumers of cosmetics, which was analyzed using the SPSS program. The study reached several findings, the most important of which is that the credibility of influencers is considered one of the most prominent dimensions influencing purchasing behavior. The study provides several recommendations to address the problems associated with marketing through influencers, especially on the TikTok platform. [ABSTRACT FROM AUTHOR]

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