The Impact of TikTok on Product Promotion and Marketing Strategies: A Review with Special Reference to Malaysia

TikTok has become a dominant force in digital marketing, transforming how consumers discover, engage with, and purchase products. Unlike follower-driven platforms, TikTok’s algorithm curates highly personalised content, offering unique opportunities for rapid brand visibility. In Malaysia, where Gen Z and Millennials form a strong user base, the platform supports small and medium-sized enterprises (SMEs) while reshaping consumer behaviour through social commerce features such as TikTok Shop and TikTok Live. This literature review synthesises research on TikTok’s role in product promotion and marketing strategies, with particular emphasis on Malaysia. It draws upon key theoretical frameworks including Uses and Gratifications Theory, the Stimulus–Organism–Response (S-O-R) model, the Elaboration Likelihood Model (ELM), the Technology Acceptance Model (TAM), and Parasocial Interaction Theory. Findings reveal that entertainment value, influencer credibility, trust, and cultural localisation are central to consumer engagement and purchase intention. However, challenges persist, including content saturation, authenticity risks, misinformation, and regulatory compliance. Research gaps include a reliance on cross-sectional surveys, limited focus on older demographics, and a lack of studies on SMEs and ethical issues. The review concludes that TikTok offers unprecedented opportunities for Malaysian marketers but requires strategies that are creative, culturally sensitive, and compliant with regulations to ensure sustainable success.