Purchase intention of Muslim consumers on TikTok live stream: Assessing the role of trust, reliability, and TikTok marketing activitie

This study explores the impact of TikTok marketing activities in stimulating consumer purchasing intention with trust and reliability during live streaming sessions for Muslim apparel. While there is a growing interest in shopping through live streaming, little study has been done regarding Islamic marketing. To achieve the purpose of the study, a convenience sampling method was adopted to collect data from 225 participants for assessing the effects of TikTok marketing activities on consumer behaviour. The findings suggest that most of the TikTok marketing activities enhance trust and credibility, hence influencing positive intentions to buy among consumers while attending a live stream. The insights also apply to three broader fields of Islamic marketing, consumer behaviour, and sustainable marketing, while again supporting the United Nations SDGs specifically Goal 12: Responsible Consumption and Production. This paper therefore advocates for more sustainable consumption patterns and responsible marketing practices, as it gives confidence and trust in online shopping for ethical consumption of goods in digital commerce. Beyond this, the study highlights how social commerce can be instrumental for the realization of economic growth (Goal 8), innovation within marketing practices, and inclusive and sustainable economic participation via digital platforms.