The Influence of User-Generated Content and Online Brand Advocacy on Beauty-Product Content Sharing Intention among TikTok Users in Baubau City
Keywords:
Beauty Products, Content Sharing Intention, Online Brand Advocacy, TikTok, User Generated ContentAbstract
This study examines the influence of User-Generated Content and Online Brand Advocacy on the
intention to share beauty-product content among TikTok users in Baubau City. The study was
developed from the view that beauty communication on TikTok is not driven only by exposure to
content, but also by the quality of peer-created information and the emotional willingness of users
to recommend and defend brands. Using a quantitative explanatory design, the research collected
data through an online questionnaire distributed to active TikTok users in Baubau aged 17–34
who had viewed and interacted with beauty-product content. The final dataset consisted of 100
respondents selected through purposive sampling. The instrument was tested through validity and
reliability procedures, while the data were analyzed using multiple linear regression, partial
significance testing, simultaneous significance testing, and the coefficient of determination. The
findings show that both User-Generated Content and Online Brand Advocacy have positive and
significant effects on content-sharing intention. User-Generated Content contributes through
credibility, information quality, visual appeal, and interactivity, all of which strengthen users’
willingness to redistribute beauty-related content. Online Brand Advocacy exerts the stronger
effect, indicating that emotional attachment to brands, positive recommendation, and brand
defense are more powerful predictors of sharing intention than content quality alone.
Simultaneously, both variables explain a substantial share of variation in beauty-content sharing
intention, confirming that content circulation on TikTok is shaped by the interaction between
informational value and relational commitment. These findings imply that beauty brands should
encourage authentic user participation while also building emotional connection and advocacy
among consumers. The study contributes local empirical evidence from Baubau City and
strengthens understanding of how participatory communication influences digital beauty
marketing on TikTok.
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