ISSN: 2222-6990
Open access
The rapid growth of TikTok has transformed influencer marketing, particularly in shaping consumer decision-making in high-involvement and luxury markets. While prior studies have examined influencer effects on purchase intention, existing findings remain fragmented and limited attention has been given to how influencer credibility, interactivity and content engagement collectively influence consumer behaviour. This study aims to systematically review the literature on TikTok influencer marketing to synthesise current knowledge and identify research gaps related to purchase intention. Guided by the PRISMA framework, this systematic review analyses peer-reviewed journal articles published between 2019 and 2025, sourced from Scopus and Web of Science databases to focus on studies examining influencer credibility, interactivity and engagement within TikTok and related short-video platforms. The review reveals that influencer credibility, particularly trustworthiness and expertise plays a central role in shaping purchase intention. Interactivity enhances consumer–influencer relationships by fostering perceived social presence and parasocial interaction. Meanwhile content engagement especially emotional and behavioural engagement acts as a key mechanism driving consumer responses. However, the findings also highlight a strong concentration of studies in fashion and beauty industries, with limited research addressing luxury automotive contexts and emerging markets such as Malaysia. This study contributes by consolidating existing research on TikTok influencer marketing and proposing a structured agenda for future empirical studies. The findings provide a theoretical foundation for understanding digital influence in luxury consumption and support the development of future models examining purchase intention in the luxury automotive industry.
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