Understanding Engagement Metrics and Revenue Trends in Malaysian TikTok Shop Categories
This research provides a quantitative analysis of TikTok Shop engagement and revenue, focusing on category-specific trends within Malaysia. Building on the foundational “Trick and Please: A Mixed-Method Study on User Assumptions About the TikTok Algorithm” study, it shifts from user perceptions to measurable metrics, exploring how likes, comments, shares, and views correlate with revenue across five key product categories: Food & Beverages, Beauty & Personal Care, Muslim Fashion, Fashion Accessories, and Phones & Electronics. Data from November 2024, comprising 852 records from 50 influencers, was analyzed to uncover engagement patterns, evaluate metric-revenue relationships, and identify temporal trends. Findings highlight the dominance of live-streaming (LiveGmv) in driving sales, category-specific dynamics in engagement-revenue links, and the importance of timing for content visibility. This research offers actionable insights for businesses and influencers to refine TikTok strategies, optimize content delivery, and align with the platform's algorithmic preferences while addressing regional nuances.
Authors
- Lalitha Shamugam (ORCID: https://orcid.org/0000-0001-7833-6709)
- Rahmat Budiarto (ORCID: https://orcid.org/0000-0002-6374-4731)
- Pradeep Isawasan (ORCID: https://orcid.org/0000-0002-4208-9547)
- Savita K. Sugathan (ORCID: https://orcid.org/0000-0002-6592-0890)
- Muhammad Akmal Hakim Ahmad Asmawi (ORCID: https://orcid.org/0009-0003-8367-6398)
Institutions
- Petronas (Malaysia) (MY)
- President University (ID)
- Universiti Teknologi Petronas (MY)
- Universiti Teknologi MARA (MY)
- Sunway University (MY)
Publication Details
- Published
- 2025-05-24
- DOI
- https://doi.org/10.1109/iscaie64985.2025.11080748
- Primary Topic
- Technology Adoption and User Behaviour
- Type
- article
- Field-Weighted Citation Impact
- 0.00