Background: In this master's thesis titled "Navigating Influence - ConsumerPurchase Intentions for Luxury Goods on TikTok", the impact of influencer advertisingon the social media platform TikTok concerning personal luxury products is examined.The growth of social media platforms such as TikTok has revolutionized marketingstrategies for personal luxury goods, particularly handbags, jewelry, fashion, and apparel.The rise of influencers such as Alix Earle has driven trends and sales through authenticcontent and a high number of social proof metrics. This research examines therelationship between operationalized social proof metrics for social media, credibilityfactors, and purchase intentions for luxury goods. Purpose: The aim of this study is to investigate how social proof metrics (e.g.follower count, likes, comments) and influencer credibility, such as trustworthiness,expertise, and attractiveness, influence consumers' purchase intentions for luxuryproducts on TikTok. Two research questions guide this study:RQ1: How do social proof metrics of influencers impact consumers’ purchase intentionsfor luxury products on TikTok?RQ2: How do credibility factors such as trustworthiness, attractiveness, and expertise ofinfluencers on TikTok interact with social proof metrics to influence consumer purchaseintentions for luxury products? Method: The research consists of two phases. In the first phase, acomprehensive theoretical framework is established through a literature review ofrelevant marketing theories. This is followed by primary research in the form of anexperiment for which two quantitative questionnaires were developed for the control and experimental groups. These questionnaires aim to assess participants´ perceptions of influencer advertising and its impact on their willingness to purchase personal luxurygoods. The collected data is analyzed to identify patterns and correlations. Conclusion: The findings emphasize the importance of influencer marketing inshaping consumer behavior on TikTok. High social proof metrics hereby positivelyinfluence purchase intention, especially when influencers are perceived as credible dueto their trustworthiness, expertise, and attractiveness. The research contributes to theunderstanding of how social proof and credibility intersect to shape luxury consumptionand purchase intentions, providing valuable insights for marketers and influencers in theluxury sector.