Beyond the hype: Investigating theory of planned behavior in TikTok marketing for food products

Authors

  • Wan Norsuryani Wan Zurey Faculty of Fisheries and Food Science, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Terengganu, Malaysia.
  • Wan-Hafiz Wan-Zainal Shukri Faculty of Fisheries and Food Science, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Terengganu, Malaysia.
  • Eshaby Mustafa School of Tourism, Hospitality and Event Management, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia.
  • Asma’ Ali Faculty of Fisheries and Food Science, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Terengganu, Malaysia.
  • Abdul Rais Abdul Rahman Faculty of Fisheries and Food Science, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Terengganu, Malaysia.
  • Siti Nur ‘Afifah Jaafar Faculty of Fisheries and Food Science, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Terengganu, Malaysia.

DOI:

https://doi.org/10.24200/jonus.vol10iss2pp390-416

Abstract

Background and Purpose: Since its launch in 2016 and reaching one billion users by 2022, TikTok has become a major player in social media marketing, especially for product recommendations like food items. Despite its broad user base, there’s still confusion about what drives purchases on TikTok, particularly regarding authenticity, reliability, and user-generated content. This study explores how factors like product quality, security, and delivery influence food purchases on TikTok, aiming to help companies tailor their offerings and provide insights for scholarly research.

Methodology: The study used online questionnaires distributed to 300 TikTok users to identify factors influencing food product purchases, employing the Theory of Planned Behaviour (TPB). Key elements analyzed included TikTok live streaming, attitude, subjective norm, perceived risk, electronic word-of-mouth (eWOM), and product quality. Data were analyzed using SPSS, with descriptive and inferential statistics, including Pearson Correlation Coefficient and Multiple Regression Analysis tests. Ethical approval was obtained from the Universiti Malaysia Terengganu ethics committee.

Findings: TikTok Live Streaming is the strongest driver of purchase intention. Aligned with the Theory of Planned Behavior, it shapes consumer attitudes and fosters social influence. Attitude and subjective norm also play key roles, as positive perceptions and social pressure increase buying likelihood. Electronic Word of Mouth reinforces trust through user reviews, while perceived risk negatively impacts purchases due to safety and fraud concerns. Notably, product quality is insignificant, suggesting consumers prioritize social validation, entertainment, and interactivity over detailed quality assessments.

Contributions: This research applies the TPB to understand TikTok user behavior and its impact on food purchases. It offers recommendations for businesses on leveraging TikTok's engaging visuals and user-friendly interface in their marketing strategies, and provides advice on customizing marketing tactics for the food sector.

Keywords: TikTok, online food shopping, theory of planned behaviour, eWOM, purchase intention.

Author Biographies

  • Wan Norsuryani Wan Zurey, Faculty of Fisheries and Food Science, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Terengganu, Malaysia.

    Wan Norsuryani Wan Zurey is a Universiti Malaysia Terengganu graduate of the degree program - Bachelor of Food Science (Foodservice and Nutrition). She is currently working as Nutritionist in a local company in Malaysia.

  • Wan-Hafiz Wan-Zainal Shukri, Faculty of Fisheries and Food Science, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Terengganu, Malaysia.

    Dr. Wan Hafiz Wan Zainal Shukri graduated from University of Surrey, UK, is currently a lecturer at Universiti Malaysia Terengganu focusing on food tourism and eating  experience. His current publications and expertise include postmodernity culinary heritage, food security in rural tourism, home-based food business SME, regional food and identity. As a researcher, Wan is passionate about impact of climate change, risk and food security towards local food consumption, Malaysian food identity. Wan is currently an invited member for Gerson-Lehrman Group (GLG) USA consultancy group for Asia Pacific since 2017, actively engaged with the coastal community, student with learning disabilities and sits on Terengganu State Education Board as an advisor for the subject Pastry and Bakery.

  • Eshaby Mustafa, School of Tourism, Hospitality and Event Management, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia.

    Eshaby binti Mustafa is a Senior Lecturer at the School of Tourism, Hospitality and Environmental Management, Universiti Utara Malaysia (UUM). She holds a Diploma and Bachelor’s degree in Hotel Management from Universiti Teknologi MARA (UiTM), and earned her MSc and PhD in Food Management from the University of Surrey, United Kingdom. Her research focuses on food acculturation, international student experiences, halal food practices, food tourism, and hospitality education. Eshaby is a qualitative research specialist with numerous publications in peer-reviewed journals and academic books. She is also actively involved in community-based projects and curriculum development. Her recent project investigates sustainable food systems in public higher education institutions in Kedah, Malaysia, aiming to explore institutional roles in promoting environmentally responsible food practices. Her PhD thesis on the food acculturation of international students in the UK continues to inform her work.

  • Asma’ Ali, Faculty of Fisheries and Food Science, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Terengganu, Malaysia.

    Asma’ Ali graduated with a PhD in Nutrition from the University of Southampton, United Kingdom, and is currently a lecturer at the Faculty of Food Science & Agrotechnology, Universiti Malaysia Terengganu. Her research focuses on ultra-processed food consumption, diet quality assessment, and food insecurity among vulnerable groups in Malaysia, including coastal fishing communities, homeless children, Orang Asli, and university students. She is the principal investigator of a university-funded study on the development of a recent food classification model—Ultra-Processed Products (UPP)—which examines its association with the nutritional status of the Malaysian population. Dr. Asma’ is actively involved in fieldwork and multidisciplinary collaborations that explore the dietary patterns, breakfast habits, cognitive performance, and food coping strategies among children in marginalized communities, particularly during the monsoon season. Her work contributes to filling critical data gaps in Malaysia’s food and nutrition landscape.

  • Abdul Rais Abdul Rahman, Faculty of Fisheries and Food Science, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Terengganu, Malaysia.

    Dr. Abdul Rais Abdul Rahman is a senior lecturer specializing in Foodservice at the Faculty of Fisheries and Food Science, Universiti Malaysia Terengganu. His research interest include foodservice consumer behavior, utilization of digital technologies in foodservice operation as well as healthy foodservice initiatives. Prior to working in Universiti Malaysia Terengganu, he worked as a Catering Officer at Hospital Queen Elizabeth, Kota Kinabalu, Sabah.

  • Siti Nur ‘Afifah Jaafar, Faculty of Fisheries and Food Science, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Terengganu, Malaysia.

    Siti Nur'afifah binti Jaafar holds a PhD from the University of Surrey, UK. She is a lecturer in the field of Food Services at the Faculty of Fisheries and Food Science, Universiti Malaysia Terengganu. Her area of expertise is driven on consumer behavior in the purchase and consumption of food products both physically and online. Her research also focuses on how consumers focus on food safety aspects when purchasing food. She is also active in transferring the knowledge of food preparation and service to the local communities, including delivering "hands-on" workshops on the production of bread and pastry products, etiquette and table manners as well as calculating the cost and price of food products.

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Published

2025-07-31

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Vol. 10 No. 2: Journal of Nusantara Studies(JONUS)

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Articles

How to Cite

Beyond the hype: Investigating theory of planned behavior in TikTok marketing for food products. (2025). Journal of Nusantara Studies (JONUS), 10(2), 390-416. https://doi.org/10.24200/jonus.vol10iss2pp390-416