How to choose the ideal KOC on the TikTok platform to boost followers' attraction to purchasing: the driving force behind the promo code in the uncertain circumstance post Covid-19

Abstract

This study examines the strategic process of selecting Key Opinion Consumers (KOCs) on the TikTok platform to increase follower attractiveness and stimulate purchase behavior, especially in the uncertain post-COVID-19, within the changing field of influencer marketing. The research examines the parameters used to determine the optimal Key Opinion Consumer (KOC), taking into account elements such as genuineness, degrees of involvement, and the characteristics of the target audience. Furthermore, it examines the significant impact of promotional codes as a catalyst for follower engagement and purchase choices. Data is collected online via google forms, using Smart PLS software to analyze data. This study intends to provide practical insights for companies navigating the intricate challenges of post-pandemic uncertainty. It focuses on successful techniques for using Key Opinion Consumers (KOCs) and promotional approaches on TikTok.