The past decade has brought a substantial change in customers’ lifestyles due to the emergence of social media platforms like TikTok. Today, businesses leverage these platforms to promote their products and engage with their target audience. This study investigates the relationship between TikTok's social media marketing activities (SMMAs) and customer intentions, with a particular focus on discovering the mediating effects of social identification and satisfaction in this relationship. Online surveys were conducted by using Google Forms with 386 respondents. The study employed a combination of Multiple Linear Regression, Spearman Rho Correlation, and Mediation Analysis to investigate the intricate relationships between SMMAs, social identification, satisfaction, and three types of customer intentions (continuance, participation, and purchase). The findings suggest that entertainment, customization, and word-of-mouth as SMMAs positively impacted social identification.  However, although positive, interaction and trendiness as SMMAs do not significantly affect social identification. Nevertheless, SMMAs as a whole have a positive significant impact on both social identification and satisfaction. Furthermore, satisfaction was found to be positively influenced by entertainment, customization, and word-of-mouth. Social identification and satisfaction exhibited a significant positive impact on customer intentions. This study concludes that social identification has a partial mediating role in the relationship between SMMAs and satisfaction. While satisfaction partially mediates the relationship between social identification and customer intentions. Overall, the study contributes to understanding the dynamics and effectiveness of SMMAs on TikTok, assisting businesses in refining their strategies and achieving successful marketing outcomes.

• customer intentions

• satisfaction

• SMMAs

• social identification

• TikTok