The traditional use of conventional media by businesses for audience targeting has shifted with the rise of influencer
marketing, notably on platforms like TikTok, posing challenges in content adaptation and technological adaptation.
Albert Bandura's Social Cognitive Theory examines factors shaping purchasing behavior, particularly relevant for young
professionals. A quantitative correlational study focused on young professionals engaging with TikTok and influenced
by Filipino TikTok creators, revealing education level as a key determinant of purchasing behavior. Extended TikTok
engagement positively correlates with increased purchasing likelihood. Filipino TikTok influencers significantly impact
young professionals' purchasing decisions, emphasizing the need for tailored marketing strategies targeting this
demographic. Recommendations were provided for effective influencer and digital marketing strategies targeting young
professionals
