TikTok's influence on consumer behavior and digital communication studied in Indonesia

Academic research in Indonesia is examining the impact of TikTok's digital ecosystem on consumer behavior and communication strategies.

One study conducted at Universitas Negeri Jakarta analyzed the TikTok Live feature using the Stimulus-Organism-Response theory. The research found that interactivity, online customer reviews, and perceived trust act as significant stimuli that drive purchase intention and lead to impulsive buying among users.

Another study from Universitas Pasundan focused on the linguistic strategies used in TikTok content, specifically analyzing the @somay.mekdi account. The research identified how conversational implicatures and various conversational maxims are used as hook strategies to attract attention, spark curiosity, and imply product advantages. These findings were proposed as contextual teaching materials for junior high school advertising text lessons.