Short answer
Prioritize authentic content creation and foster positive online conversations to directly influence consumer purchase decisions.
- Field
- Innovation & Markets
- Source
- Jurnal Manajemen (2025)
- Method
- Quantitative research using multiple linear regression.
- Sample
- 103 participants
- Evidence
- Strong effect
Engaging content marketing and positive electronic word-of-mouth on platforms like TikTok are powerful drivers of consumer purchase intention for fashion brands. This innovation & markets research insight is drawn from a 2025 study published in Jurnal Manajemen. Using Quantitative research using multiple linear regression. with 103 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize authentic content creation and foster positive online conversations to directly influence consumer purchase decisions.
TikTok Content and E-WOM Significantly Boost Erigo's Purchase Intent
Engaging content marketing and positive electronic word-of-mouth on platforms like TikTok are powerful drivers of consumer purchase intention for fashion brands.
Jurnal Manajemen · 2025
Key Findings
- 01Content marketing has a significant positive impact on purchase intention.
- 02Electronic word-of-mouth (E-WOM) has a significant positive impact on purchase intention.
Application
Design takeaway
Prioritize authentic content creation and foster positive online conversations to directly influence consumer purchase decisions.
How to apply
Develop a content strategy that focuses on authenticity and user engagement, and implement a system to monitor and encourage positive E-WOM.
Project actions
- 01When researching a brand, look at their social media content and what customers are saying online.
- 02Consider how different types of content (e.g., tutorials, behind-the-scenes, influencer collaborations) might affect buying decisions.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Uses established theoretical frameworks (ELM, TPB).
- +Employs quantitative methods for measurable results.
Limitations
The sample size is relatively small, and the findings are specific to one brand and platform, which may limit their applicability to other contexts.
Reliability & validity
The use of multiple linear regression in SPSS provides a statistically robust analysis, contributing to the study's internal validity. However, external validity may be limited due to the specific context.
Think critically
How might the effectiveness of content marketing and E-WOM differ across various product categories or consumer demographics?
Design Principles
"Leverage social proof and engaging content to build trust and drive purchase intent in digital marketplaces."
In the current digital landscape, brands must understand how social media interactions influence consumer decisions. This research highlights the critical role of authentic content and peer recommendations in shaping purchasing behavior, particularly for fashion brands targeting younger demographics.
What This Means for Your Design
Good posts and positive reviews on TikTok make people want to buy clothes from brands like Erigo.
How to use in your project
- 1.Use this research to justify investigating the impact of social media marketing on purchase intention for your own design project.
- 2.Cite this study when discussing the importance of E-WOM and content marketing in your analysis of consumer behavior.
Add to My Project
Quick Cite
Paragraph starter
This research demonstrates that content marketing and electronic word-of-mouth (E-WOM) are significant drivers of consumer purchase intention, particularly within social commerce environments like TikTok Shop. The findings suggest that brands can effectively influence buying decisions by creating engaging, relatable content and fostering positive online discussions, highlighting the importance of social proof and authentic communication in contemporary marketing strategies.
Source
Jurnal Manajemen
Content Marketing and E-WOM as Drivers of Purchase Intention: Evidence from Erigo on TikTok Shop
journal · 2025
View sourceQuestions About This Research
- What does the research say about tiktok content and e-wom significantly boost erigo's purchase intent?
- Prioritize authentic content creation and foster positive online conversations to directly influence consumer purchase decisions. Evidence: Jurnal Manajemen (2025).
- Why does "TikTok Content and E-WOM Significantly Boost Erigo's Purchase Intent" matter for design?
- In the current digital landscape, brands must understand how social media interactions influence consumer decisions. This research highlights the critical role of authentic content and peer recommendations in shaping purchasing behavior, particularly for fashion brands targeting younger demographics.
- How can designers apply this research?
- Prioritize authentic content creation and foster positive online conversations to directly influence consumer purchase decisions.
- What were the main findings?
- Content marketing has a significant positive impact on purchase intention.. Electronic word-of-mouth (E-WOM) has a significant positive impact on purchase intention.
- What research method was used?
- Quantitative research using multiple linear regression. with 103 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from Jurnal Manajemen.
- What should I do differently in my next project?
- Develop a content strategy that focuses on authenticity and user engagement, and implement a system to monitor and encourage positive E-WOM.
- What are the limitations?
- The study is specific to Erigo on TikTok Shop in Jakarta, limiting generalizability to other brands, platforms, or geographical locations.