This study explores strategies to improve product purchase decisions on TikTok Shop through the use of brand ambassadors and advertising. With the rise of social commerce, TikTok Shop has become a vital platform for digital marketing, highlighting the need for effective promotion. The research examines how brand ambassadors and advertising influence consumer behavior. A quantitative method was used, involving a purposive sample of 100 TikTok Shop users. Data were analyzed using SmartPLS 4.0, a PLS-SEM tool suitable for evaluating complex models and small samples. The measurement model assessed reliability and validity, while the structural model tested hypotheses. Results show that brand ambassadors significantly enhance consumer trust and perceived value, while advertising increases engagement and conversions. Both factors directly impact purchase intention and decisions, with intention acting as a mediator. The study concludes that combining brand ambassadors with targeted ads boosts product visibility and consumer confidence. These findings offer practical insights for businesses optimizing their TikTok Shop strategies

The implementation of Sustainable Management Accounting (SMA) in developing nations is examined in this paper along with its prospects and obstacles. To achieve long-term sustainability, SMA incorporates social, economic, and environmental factors into business decision-making. SMA adoption in underdeveloped nations is hampered by issues like a lack of funding, a lack of environmental consciousness, and a lack of training and technology. SMA does, however, also have a number of noteworthy advantages, including increased operational effectiveness, better risk management, and higher standing in a global marketplace that is becoming more and more concerned with sustainability. This study examines the challenges and tactics in implementing SMA using a qualitative methodology and case studies of businesses in underdeveloped nations. It is anticipated that the results will help businesses and policymakers create and implement SMA in a way that promotes social, economic, and environmental sustainability.