Digital Influence of Online Shop Influencers in Promoting Sustainable Growth

The rapid rise of social media and online shopping platforms has reshaped the landscape of digital marketing, with influencers playing a pivotal role in driving consumer behavior. This study explores the influence of emotional attachment and perceived informational value on the perceived influence of TikTok Shop influencers within the Home and Living sector. The primary objective is to examine how these factors impact purchase intention and word-of-mouth communication among female followers aged 18-34. Utilizing a quantitative approach, data were collected from 150 respondents through a survey, and SmartPLS was employed for analysis. The findings reveal that both emotional attachment and perceived informational value significantly contribute to perceived influence, with informational value having a more substantial effect. Furthermore, perceived influence positively correlates with both purchase intention and positive word-of-mouth, with the latter showing a stronger relationship. The results emphasize the importance of emotional connection and the perceived credibility of influencer content in shaping consumer decisions. The study suggests that marketers should prioritize these factors when developing influencer marketing strategies, particularly in the context of promoting sustainable growth within the Home and Living category on TikTok. By leveraging influencers’ emotional bonds and valuable content, brands can foster sustainable consumer behaviors and enhance long-term engagement. This research contributes to the growing understanding of influencer marketing’s role in sustainable consumption and offers practical insights for businesses looking to optimize their digital marketing efforts.