IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v8y2024i12p1433-1444.html
   My bibliography  Save this article

The Influence of Tiktok (TT) Advertisement Messages on Health and Beauty Products towards Immoral Behaviour of Gen-Z

Author

Listed:
  • Norazlinda Hj Mohammad

    (Faculty of Communication & Media Studies, Universiti Teknologi MARA Melaka, Malaysia)

  • Liza Marziana Mohamad Noh

    (Faculty of Business Management, Universiti Teknologi MARA Melaka, Malaysia)

  • Mastura Roni

    (College of Creative Arts, Universiti Teknologi MARA Melaka, Malaysia)

  • Aidah Alias

    (College of Creative Arts, Universiti Teknologi MARA Melaka, Malaysia)

  • Farihan Zahari

    (College of Creative Arts, Universiti Teknologi MARA Melaka, Malaysia)

  • Siti Nur Izyandiyana Ab Hadi

    (Faculty of Communication & Media Studies, Universiti Teknologi MARA Melaka, Malaysia)

Abstract

TikTok advertisements are highly effective at boosting the promotion of health and beauty products but also carry negative repercussions, influencing immoral behaviour among Gen-Z. While researchers and society are increasingly concerned with moral decline, the specific connection between TikTok advertisements and unethical behaviour remains unclear. Thus, this present study examines the impact of TikTok advertisements on health and beauty products, examining how their portrayal of beauty standards and lifestyles may promote immoral behaviours among Gen-Z while raising awareness of the associated risks and ethical implications for parents, educators, marketers, and policymakers. Using the convenience sampling method, questionnaires were collected from targeted respondents as part of the study’s quantitative research approach. The data were analysed using SmartPLS version 3.0 in Structural Equation Modelling to investigate the antecedents of TikTok advertisements towards immoral behaviour on Gen-Z, concerning health and beauty products in Malaysia. The findings demonstrated a significant impact of specific elements of TikTok advertisements, particularly images and subject matter, on the moral decadence of Gen-Z, while other elements, like captions and language, did not show a statistically significant effect. The study also confirmed a strong link between social contagion theory and the effect of TikTok advertisements on Gen-Z. The importance of this research will raise Malaysian awareness to be responsible in ensuring their TikTok advertising or content adheres to ethical standards when promoting their health and beauty products.

Suggested Citation

  • Norazlinda Hj Mohammad & Liza Marziana Mohamad Noh & Mastura Roni & Aidah Alias & Farihan Zahari & Siti Nur Izyandiyana Ab Hadi, 2024. "The Influence of Tiktok (TT) Advertisement Messages on Health and Beauty Products towards Immoral Behaviour of Gen-Z," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(12), pages 1433-1444, December.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:12:p:1433-1444
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-8-issue-12/1433-1444.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/the-influence-of-tiktok-tt-advertisement-messages-on-health-and-beauty-products-towards-immoral-behaviour-of-gen-z/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Klaas Sijtsma, 2009. "On the Use, the Misuse, and the Very Limited Usefulness of Cronbach’s Alpha," Psychometrika, Springer;The Psychometric Society, vol. 74(1), pages 107-120, March.
    2. Bagozzi, Richard P. & Yi, Youjae & Nassen, Kent D., 1998. "Representation of measurement error in marketing variables: Review of approaches and extension to three-facet designs," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 393-421, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pamela Lenton, 2014. "Personality Characteristics, Educational Attainment and Wages: An Economic Analysis Using the British Cohort Study," Working Papers 2014011, The University of Sheffield, Department of Economics.
    2. Mounia N Hocine & Karim Aït Bouziad & Patrick Légeron & William Dab & Gilbert Saporta, 2016. "How to Identify and Prioritize Psychosocial Factors Impacting Stress Level," PLOS ONE, Public Library of Science, vol. 11(6), pages 1-11, June.
    3. Sara Soares & Armine Abrahamyan & Mariana Amorim & Ana Cristina Santos & Sílvia Fraga, 2022. "Prevalence of Adverse Childhood Experiences in the First Decade of Life: A Study in the Portuguese Cohort, Generation XXI," IJERPH, MDPI, vol. 19(14), pages 1-16, July.
    4. Gross, Deborah & Bettencourt, Amie F. & Holmes Finch, W. & Plesko, Corinne & Paulson, Rachael & Singleton, Demetria L., 2022. "Developing an equitable measure of parent engagement in early childhood education for urban schools," Children and Youth Services Review, Elsevier, vol. 141(C).
    5. Qiong Dang, 2022. "Research on the Impact of Media Credibility on Risk Perception of COVID-19 and the Sustainable Travel Intention of Chinese Residents Based on an Extended TPB Model in the Post-Pandemic Context," Sustainability, MDPI, vol. 14(14), pages 1-16, July.
    6. Conzo, Pierluigi & Aassve, Arnstein & Fuochi, Giulia & Mencarini, Letizia, 2017. "The cultural foundations of happiness," Journal of Economic Psychology, Elsevier, vol. 62(C), pages 268-283.
    7. Liting Zhou & Fei Ouyang & Yang Li & Jieling Zhan & Nadeem Akhtar & Muhammad Ittefaq, 2022. "Examining the Factors Influencing Tourists’ Destination: A Case of Nanhai Movie Theme Park in China," Sustainability, MDPI, vol. 14(18), pages 1-19, September.
    8. Jinfa Liu & Weixin Qi & Yawen Yu & Yan Han & Donghui Zheng, 2024. "Exploring the Influence of Village Social Capital and Rural Development on Farmers’ Entrepreneurial Decision-Making: Unveiling the Path to Local Entrepreneurship," SAGE Open, , vol. 14(2), pages 21582440241, May.
    9. Xiaochuan Song, 2022. "Investigating Employees’ Responses to Abusive Supervision," Merits, MDPI, vol. 2(4), pages 1-20, November.
    10. Gumataw Kifle Abebe, 2020. "Effects of institutional pressures on the governance of food safety in emerging food supply chains: a case of Lebanese food processors," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 37(4), pages 1125-1138, December.
    11. Ashkan Mirzay Fashami & Pran Krishansing Boolaky & Kamil Omoteso, 2020. "Threats to Auditor Independence: Evidence from Iran," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 6(4), pages 253-302, October.
    12. Carmen León-Mantero & José Carlos Casas-Rosal & Alexander Maz-Machado & Miguel E Villarraga Rico, 2020. "Analysis of attitudinal components towards statistics among students from different academic degrees," PLOS ONE, Public Library of Science, vol. 15(1), pages 1-13, January.
    13. Noélle de Oliveira Freitas & Carlos García Forero & Marina Paes Caltran & Jordi Alonso & Rosana A Spadoti Dantas & Monica Sarto Piccolo & Jayme Adriano Farina Jr & John W Lawrence & Lidia A Rossi, 2018. "Validation of the Perceived Stigmatization Questionnaire for Brazilian adult burn patients," PLOS ONE, Public Library of Science, vol. 13(1), pages 1-15, January.
    14. Olawoyin Gregory Adedigba & Runhui Lin & Nizam Ud Din, 2020. "The degree of internationalization of Chinese Multinationals along the belt and road initiative countries," PLOS ONE, Public Library of Science, vol. 15(7), pages 1-22, July.
    15. Irina A. Iles & Michael J. Egnoto & Brooke Fisher Liu & Gary Ackerman & Holly Roberts & Daniel Smith, 2017. "Understanding the Adoption Process of National Security Technology: An Integration of Diffusion of Innovations and Volitional Behavior Theories," Risk Analysis, John Wiley & Sons, vol. 37(11), pages 2246-2259, November.
    16. Rodrigo Grassi-Oliveira & Hugo Cogo-Moreira & Giovanni Abrahão Salum & Elisa Brietzke & Thiago Wendt Viola & Gisele Gus Manfro & Christian Haag Kristensen & Adriane Xavier Arteche, 2014. "Childhood Trauma Questionnaire (CTQ) in Brazilian Samples of Different Age Groups: Findings from Confirmatory Factor Analysis," PLOS ONE, Public Library of Science, vol. 9(1), pages 1-7, January.
    17. Li, Yue Lin & Cheng, Gang & Zhou, Xian Hong & Fan, Ting Ting & Du, Fei Ling & Chen, Jia, 2024. "Psychometric properties of the Chinese version of the Highly Sensitive Child Scale among Chinese adolescents," Children and Youth Services Review, Elsevier, vol. 163(C).
    18. Danni Liu & Anouk Dijk & Shanyan Lin & Zhenhong Wang & Maja Deković & Judith Semon Dubas, 2023. "Psychometric Properties of the Chinese Version of the Highly Sensitive Child Scale Across Age Groups, Gender, and Informants," Child Indicators Research, Springer;The International Society of Child Indicators (ISCI), vol. 16(4), pages 1755-1780, August.
    19. Brian K Miller & Kay M Nicols & Silvia Clark & Alison Daniels & Whitney Grant, 2018. "Meta-analysis of coefficient alpha for scores on the Narcissistic Personality Inventory," PLOS ONE, Public Library of Science, vol. 13(12), pages 1-16, December.
    20. Patwa, Nitin & Sivarajah, Uthayasankar & Seetharaman, Arumugam & Sarkar, Sabyasachi & Maiti, Kausik & Hingorani, Kunal, 2021. "Towards a circular economy: An emerging economies context," Journal of Business Research, Elsevier, vol. 122(C), pages 725-735.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:8:y:2024:i:12:p:1433-1444. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.