NJOMACS

The study investigated the relationship of exposure to TikTok influencer marketing in shaping the purchase intention of university of Ilorin undergraduates. Three research questions guided this study. The survey research design was adopted with 400 sample size drawn from the registered undergraduates of the University of Ilorin. The instrument for data collection was the questionnaire. The findings of the study revealed that exposure to Tik Tok is relatively high among the respondents as they are equally exposed to influencer marketing on Tik Tok which constitutes significant influence on their brand perception and purchase intention. The study outcome provided valuable insights into the effectiveness of TikTok marketing in driving consumer purchases, particularly among undergraduates that are using the Tik Tok platform. The findings confirm that TikTok influencer marketing significantly impacts both brand perception and purchase intention among university of Ilorin undergraduates. These insights underline the importance of leveraging TikTok influencers in marketing strategies to effectively reach and influence this demography.