Exploring Influencer Credibility and Content Intelligence in TikTok Marketing: A PLS-SEM Approach to Gen Z Purchase Intention

Despite the growing body of research on TikTok marketing and influencer effects, prior studies tend to examine influencer credibility, content characteristics, and consumer behavior in isolation, resulting in a fragmented understanding of how short video marketing elements jointly shape purchase intention. In addition, empirical evidence integrating both cognitive (credibility-based) and affective (entertainment and anthropomorphic branding) factors within a unified model remains limited, particularly in the context of emerging markets such as Indonesia’s cosmetics industry. Addressing this gap, this study develops and empirically tests an integrated model of TikTok short video marketing by incorporating influencer trustworthiness, attractiveness, expertise, entertainment value, and brand anthropomorphism to explain Generation Z’s purchase intention. A quantitative approach was employed using survey data collected from active TikTok users aged 16–26 in Jakarta. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results reveal that all variables have a positive and significant effect on purchase intention, with influencer attractiveness and entertainment emerging as the most dominant predictors. The proposed model demonstrates strong explanatory power (R² = 0.875), indicating a high level of predictive relevance. This study contributes to the literature by offering a comprehensive and integrated perspective that bridges fragmented streams of influencer marketing and short video content research. It also extends the application of source credibility theory by incorporating affective and symbolic dimensions within digital marketing contexts. Practically, the findings provide data-driven insights for designing more effective TikTok marketing strategies targeting Generation Z consumers in emerging markets.