The influence of perceived risk and cognitive attitudes towards persistent TikTok weight loss advertisements on consumer purchasing intentions in Malaysia**

Abstract

This conceptual paper investigates the influence of perceived risk and cognitive attitude in the context of persistent TikTok weight loss advertisements and their effects on consumer purchasing intentions in Malaysia. TikTok, as a rapidly evolving platform, has emerged as a dominant channel for advertising, particularly weight loss content targeted at young adults. Drawing on the AIDA model and User-Generated Content (UGC) theory, this paper conceptualizes a framework in which perceived risk influences consumer’s safety, performance and financial, while cognitive attitudes function as a moderating variable shaping the interpretation and response to these advertisements. Persistent exposure to weight loss content on TikTok, perceived risk emerges as a stabilizing mechanism, where alignment between brand values and visible practices, transparent communication and the incorporation of relatable human elements such as user narratives or testimonials reinforced cognitive evaluation and emotional resonance. As a result, risk not only drives trust but also shapes users attention, engagement, and subsequently intention to consider or purchase advertised products.