AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

This study examined how TikTok influencers affect skincare consumers’ perceptions of TikTok Shop advertisements, focusing on the presence of a skincare irritation warning and a TikTok Shop link. It analyzed their effects on purchase intention, credibility, confidence, and likelihood of recommendation. 194 female participants aged 18–30 were recruited through CloudResearch and surveyed via Qualtrics. Each participant was randomly assigned to one of four TikTok-style skincare advertisements that featured the same product but varied by the presence of a TikTok Shop link and/or a skincare irritation warning. Results showed that the advertisement without a TikTok Shop link but with a skincare irritation warning (Product D) scored highest in credibility and confidence, supporting the hypothesis that transparency and authenticity enhance consumer perceptions. These findings suggest marketers can build stronger trust by prioritizing transparency over direct sales tactics.

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