The Influence of Viral Marketing on Tiktok Shop Live Streaming on Erigo Product Purchase Decisions

Authors

  • Faizal Kamay Universitas Muhammadiyah Magelang

DOI:

https://doi.org/10.59141/jist.v5i3.959

Keywords:

viral marketing;, live streaming; media;, tiktok;, purchase decision

Abstract

This study aimed to gather information from the literature regarding the role of social media in tobacco control among adolescents and young adults, both domestically and internationally. The study utilized a literature review from articles on Google Scholar and PubMed published between 2019 and 2023. Inclusion criteria encompassed open-access articles related to interventions using social media to control tobacco consumption among adolescents and young adults, excluding modeling studies. Intervention outcomes were assessed and extracted in narrative form. Fourteen articles met the inclusion criteria (11 original research articles and 3 articles with secondary data). Research designs in the original research articles included Randomized Control Trials (RCTs) and in-depth interviews. Studies utilizing WeChat and WhatsApp demonstrated favorable intervention outcomes in delivering tobacco control messages. Peer mentoring through Instagram was also considered easily accessible for adolescents. Other social media platforms facilitating global discussions, such as Twitter, can enhance public literacy on electronic cigarettes and facilitate the implementation of electronic cigarette policies. Social media interventions in tobacco control are more readily accepted by adolescents, easily accessible, cost-effective, and provide post-intervention social support. The presence of Key Opinion Leaders (KOLs) and message-writing techniques

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Published

2024-03-27

How to Cite

Kamay, F. (2024). The Influence of Viral Marketing on Tiktok Shop Live Streaming on Erigo Product Purchase Decisions. Jurnal Indonesia Sosial Teknologi, 5(3), 803–815. https://doi.org/10.59141/jist.v5i3.959