Weight loss advertisements on consumer purchasing intentions in Malaysia

Weight loss advertisements on TikTok significantly shape consumer purchasing intentions in Malaysia, yet existing studies often overlook contradictions between algorithmic persistence and consumer cognition. Current research lacks integration of trust, credibility, and believability within a coherent theoretical model. This paper addresses that gap by operationalizing User Generated Content (UGC) theory through perceived authenticity and embedding it within the AIDA framework. By focusing on how authenticity interacts with cognitive attitudes, the study proposes a refined conceptual model that clarifies consumer susceptibility. The key contribution lies in advancing methodological rigor and offering a foundation for future empirical research in digital advertising.