INTRODUCTION
Research background
According to Digital Marketing Courses (2021), acquiring the first customer is crucial for new businesses, and while traditional methods like print ads and outdoor advertising can be utilized, a more effective strategy lies in digital marketing This approach allows companies to tap into a vast online consumer base, significantly expanding their reach beyond local advertising Digital marketing is not only cost-effective and scalable but also provides measurable results, making it an essential tool for attracting a global audience (The Latest CMO Survey Results).
In today's digital age, customers increasingly expect businesses to maintain an active website and social media presence They often seek out reviews to gauge public opinion about your company, helping them determine if your business is a trustworthy choice for their needs.
As a result, if prospective consumers cannot locate your company on the internet, they may assume that it is not authentic
According to Digital 2021, mobile devices have become the primary means of internet access globally, with 90% of users accessing the web via smartphones In Vietnam, social media usage reached 73.56 million in 2020, representing 75.6% of the population, and is projected to increase to 93.68 million by 2025 Additionally, TikTok has experienced significant growth, boasting 1 billion monthly active users as of September 2021, marking a 45% increase from 689 million users in July.
2020 (TikTok MAU 2021 | Statista, n.d.) TikTok Vietnam has proved appealing, with
In 2020, TikTok experienced a remarkable surge with 16 million downloads and a 160% increase on iOS, securing its position as the fourth most popular app in Vietnam, following Facebook, Zalo, and Instagram The platform seamlessly integrates entertainment and commerce, prompting marketers to provide authentic and relevant content in their advertisements (Tabassum et al., 2020) On June 25, 2020, TikTok launched its advertising platform, TikTok For Business, enhancing its appeal to businesses Furthermore, to support small and medium enterprises, TikTok introduced a TikTok shop in Vietnam on April 29, 2022, transforming the app into a comprehensive social network and e-commerce platform.
A large proportion of global Generation Z is on TikTok Over half of Generation
Generation Z, typically defined as those born between 1997 and 2012, has embraced TikTok, leveraging the platform to access vast amounts of information and cultural content (Seemiller & Grace, 2017) TikTok, owned by Byte Dance, has experienced a notable increase in users and cultural relevance, as it showcases the youth's diverse iconography, rituals, and lifestyles (Kennedy, 2020) The platform's innovative algorithm promotes engaging short-form videos that foster creativity and enjoyment, making it particularly appealing to young audiences globally (Weimann & Masri, 2020) Ultimately, TikTok thrives on light-hearted, visually captivating content that aligns with popular trends, distinguishing it from more serious social media platforms.
According to The New York Times (2019), TikTok is revolutionizing the marketing strategies of small businesses by enabling them to engage with customers and boost revenue through authentic content Small business owners often juggle multiple roles, including CEO and marketing strategist, while navigating challenges brought on by the global pandemic Unlike traditional advertising platforms, TikTok emphasizes genuine self-expression and brand identity over high budgets or celebrity endorsements Success on TikTok comes from showcasing authenticity, whether through personal appearances in videos or collaborations with TikTok creators.
The TikTok platform, with its rapidly growing user base, is set to make advertising and business more popular and widespread This research aims to explore the factors that evaluate the impact of advertising content on users' purchase intentions Ultimately, it seeks to provide valuable insights into how TikTok advertising influences user perceptions and drives purchasing behavior.
Community Commerce serves as a powerful marketing tool, positioning TikTok as a launch pad for brands and a valuable product discovery platform Users can easily find reviews and advice from others before making purchases and share their own experiences afterward While previous research has largely concentrated on the overall perception of value, there is a notable gap in the study of social value, despite existing studies examining the impacts of utilitarian and hedonic values on user behavior.
Research has shown that perceived value significantly influences user behavior across various commercial settings, such as shopping malls, online platforms, and mobile shopping Users of social commerce seek a blend of social interaction, convenience, and enjoyment, emphasizing both utilitarian and hedonic values As a result, perceived advantages can be categorized into three distinct types: utilitarian, hedonic, and social In the realm of social commerce, studies have examined how perceived value affects purchase intentions, highlighting its critical role in consumer decision-making.
Previous studies indicate that consumers evaluate marketing communications, including advertising, sales promotions, and electronic word-of-mouth on social media (Adetunji et al., 2018a) Advertising is defined as any paid, non-personal promotion of ideas, products, or services by a recognizable sponsor (Keller, 2009) Kim & Ko (2012) characterize social media advertising as "persuasive and prepared" content shared on third-party platforms by brands or advertising professionals However, existing research has not thoroughly examined the various roles of marketing communications on social media in shaping brand image and influencing customer behavioral intentions (Yazdanparast et al., 2016; de Vries et al., 2017; Raji et al., 2020) Additionally, few studies, such as Chu et al (2013), have explored how consumers' perceptions of social media advertising and its inherent values affect their attitudes and intentions.
Research has explored the impact of perceived value on behavioral intentions, online purchasing, and location-based services via social networking sites (SNSs) (Pham et al., 2018) Nevertheless, there is limited study utilizing the Stimulus, Organism, Response (S-O-R) framework to elucidate consumer behavior related to social networking platforms.
Research objectives
This research aims to investigate the factors that affect purchase intention on social networking sites, with a particular focus on TikTok Utilizing the perceived value framework by Gan & Wang (2017) and the S-O-R framework by Chopdar & Balakrishnan (2020), the article provides insights and strategies for businesses to effectively leverage TikTok as a novel advertising platform to attract potential customers.
Research contribution
Utilizing social networks for product promotion significantly enhances customers' purchase intentions Previous research has primarily focused on social commerce and social media, with platforms like Facebook being extensively studied (Dehghani & Tumer).
In 2015, platforms like Instagram gained prominence (Teo et al., 2019), while TikTok emerged as a new social networking site that resonates with the trends of Generation Z This research highlights the importance for managers and marketing supervisors to concentrate on their brand's content on TikTok The perceived value of advertising content significantly mediates the relationship between advertising and purchase intention, influencing consumer behavior By focusing on the advertising content shared by their brand on social networks, companies can effectively enhance their brand image and impact consumer purchasing decisions.
This research aims to enhance the understanding of social networking sites by examining customer purchase intentions through the lens of S-O-R theory, specifically focusing on the Vietnamese context By applying Raiji's (2018) adoption model to TikTok, the study seeks to demonstrate that perceived value and advertising content significantly influence purchase intentions.
In short, this research will propose a comprehensive framework inheriting the finding- based adoption model by Raiji (2018) to test in the context of TikTok in Vietnam.
Research scope
This research investigates the influence of TikTok recommendations on Vietnamese consumers' purchasing decisions Data was collected from TikTok users in Vietnam, focusing on the various product categories advertised on the platform The study aims to evaluate customers' perceived value of these advertisements and provide an objective analysis of their impact on purchase intentions The research was conducted between October 2021 and May 2022.
Research structure
This research includes five chapters
This chapter introduces the research background, research objectives, research scope, and research structure h
LITERATURE REVIEW
S-O-R Theory
The stimulus-organism-response (S-O-R) framework, developed by Mehrabian & Russell in 1974, is a key concept in environmental psychology that illustrates how external stimuli influence a consumer's internal emotional and psychological states, leading to either approach or avoidance behaviors This framework highlights the impact of social media brand communities on customers, as their involvement in these communities significantly alters their emotional experiences and psychological well-being.
The engagement of customers with a brand's community on social media is influenced by various factors, which we refer to as the "organism." A crucial element is the customers' emotional and mental state, encompassing their perceptions of stimuli and subsequent reactions The "S-O-R framework" highlights the "response" phase, which reflects the outcomes of customer engagement, particularly regarding purchase intentions Research has applied the S-O-R model to explore online impulsive buying behaviors (Kawaf & Tagg, 2012; J Kim & Lennon, 2013) Additionally, perceived value has been identified as a key motivator for purchases in both offline and online contexts (Huang, 2016; Kamboj et al., 2018; Luqman et al., 2017).
TikTok advertising content
TikTok is a unique mobile application that enables users to create and share vertical short films, differing from the square formats of Snapchat and Instagram Users navigate through videos by scrolling up and down, resembling a feed, which sets it apart from traditional side-to-side swiping As highlighted by The New York Times, TikTok functions fundamentally differently from other social media platforms, offering an entirely video-centric experience akin to YouTube, while also incorporating elements of social interaction similar to Facebook and Twitter Its design fosters rapid transitions between trends and audiences, creating temporary friend groups that engage in shared activities This innovative approach not only enhances the authenticity of promotional content but also facilitates its virality through trending videos, making it easier for advertisers to connect with users.
Advertisement content has become a prevalent form of marketing communication for business owners and managers on social media platforms Users' reviews of TikTok ads reflect their ratings of the information, content, and overall impression of the advertisements In essence, social media has transformed into a potent medium for disseminating advertising materials effectively.
Social media advertising involves placing ads on platforms like TikTok, where consumer engagement plays a crucial role in enhancing electronic word-of-mouth (eWOM) and boosting brand visibility, ultimately driving sales and profitability (Cvijikj et al., 2013) Fostering online customer engagement is essential in content marketing, as it personalizes information, strengthening its connection to memory and influencing future purchasing decisions Notably, TikTok boasts a 15% higher engagement rate compared to other major social media platforms (TikTok For Business Blog, n.d.).
A stimulus is an external influence that prompts a response in an individual, with two primary types: social-psychological stimuli, which arise from one's environment, and object stimuli, shaped by factors such as complexity and usage time (Arora, 1982) Advertising serves as an object stimulant by highlighting various product features, providing companies with a competitive advantage and enhancing advertising effectiveness Frequent exposure to advertisements significantly increases brand recognition and recall among consumers, making social media advertising content essential for building successful brands (Yoo et al., 2000).
Perceived value
Perceived value can be assessed from multiple perspectives, including monetary value, quality, utility, and social psychology From a monetary standpoint, value arises when customers purchase items at a lower price, such as through discounts or promotions This perceived value, also referred to as "consumer surplus," represents the gap between the highest price customers are willing to pay and the actual price paid The quality perspective defines value as the difference between a product's cost and its quality, with a positive perceived value occurring when consumers pay less for high-quality goods Ultimately, a high-quality product holds greater worth when its price is lower than the cost of production.
According to the benefit viewpoint, perceived value is the sum of consumers' assessments of the usefulness of the perceived advantages and disadvantages (Zeithaml,
The benefits and costs of purchasing a product are cognitively integrated in a buyer's mind, where sacrifices extend beyond monetary expenses to include non-monetary factors like transaction fees, search efforts, and time invested (Cronin et al., 2000; Zeithaml, 1988) Value is perceived when society gains meaning from acquiring a commodity, enhancing an individual's social self-concept through products that reflect social and cultural significance (Sheth et al., 1991; Sweeney & Soutar, 2001) Customers evaluate a product's perceived value based on their sacrifices and the outcomes experienced from TikTok's advertising content Social network sites exemplify utilitarian value by offering convenience and cost savings, highlighting the importance of user-perceived utility and performance (Hsu and Lin, 2016; Xu et al., 2015) In contrast, hedonic value pertains to the emotional benefits derived from social networks, focusing on enjoyment and happiness (Heijden).
Social commerce platforms enhance users' sense of identity by facilitating discussions and sharing of shopping experiences, ultimately increasing their desire to purchase through a heightened sense of social value.
According to the behavioral model, cognition greatly impacts the consumer experience with online shopping (Fishbein & Ajzen, 1975) Helkkula and Kelleher
Research indicates a strong connection between consumers' perceptions of value and their experiences with customer service Studies by Chopdar (2020) and Shah et al (2020) highlight that perceived value plays a crucial role in shaping customer reactions, reinforcing the notion that value can be viewed as a dynamic entity.
Purchase intention
Purchasing intention refers to the likelihood that consumers will buy a specific product, playing a crucial role in the consumer purchasing process (Grewal et al., 1998) It involves decision-making that explains why a customer chooses a particular brand (Shah et al., 2012) According to Spears et al (2004), purchase intentions represent a conscious choice to acquire products from a brand These intentions are vital for businesses as they can help forecast potential revenue (Morwitz et al., 2007).
Customers' purchasing decisions are heavily influenced by product value and peer recommendations, particularly through social media (Zeithaml, 1988) The combination of firm-created advertising, like viral marketing, with user-generated word of mouth (WOM) encourages users to share and recommend businesses they find valuable (Hoy & Milne, 2010).
Research question
This study aims to address the following research questions:
1 To what degree does Advertising content on TikTok influence customer purchasing intention?
2 To what degree does the perceived value of customer purchasing intention? h
3 How the impact of Advertising content on Purchase intention is mediated by Perceived value?
Hypothesis development
2.6.1 TikTok Advertising Content and Perceived Value
Previous research indicates that consumers' evaluations of marketing communications significantly influence their perceptions and thought processes (Ramos and Franco, 2005) This underscores the extensive research conducted on the effects of marketing communications, particularly advertising, on perceived value Additionally, studies reveal that perceived value resides within the customer's mind, reflecting their internal interpretation of the stimulus-organism-response (S-O-R) model.
The R model highlights how social networking sites, like TikTok, foster user interaction and engagement This environment significantly influences users through content interaction and the information presented, as noted by Abdullah et al (2016) and Chopdar et al (2020).
Understanding consumers' evaluations of advertising content is crucial, as it reveals their mindsets and impressions towards the ads they encounter This evaluation significantly influences how consumers respond to the brands being promoted, highlighting the importance of effective advertising strategies.
Marketing communications play a crucial role in building brand equity by fostering positive connections with customers' utilitarian and hedonic values (Keller, 2013) The perceived value of brand development is closely tied to social media marketing activities on platforms like Facebook and Twitter Research indicates that these social media efforts significantly enhance the perceived value of brand development (Adetunji et al., 2018b; Boateng & Okoe, 2015; Okazaki & Taylor, 2013; Van-Tien Dao et al., 2014).
As a result, the following hypotheses are put out in this research to evaluate how customers' perceived value of a brand is affected by TikTok advertising content:
Hypothesis 1: Consumers’ evaluation of TikTok advertising content is positively associated with perceived value h
2.6.2 Perceived Value and Purchase Intention
In recent years, corporate managers and marketing staff have used perceived value to evaluate consumers’ purchase intention (Eggert & Ulaga, 2002; Wang et al.,
Research indicates that perceived value plays a crucial role in influencing purchase intention and word-of-mouth (WoM) recommendations (Eggert & Ulaga, 2002; Sheth et al., 1991; Wang et al., 2004) Furthermore, Cronin et al (2000) found that perceived value also has a positive impact on post-purchase intentions, highlighting its significance in consumer behavior.
Research indicates that perceived value significantly impacts post-purchase intentions in the telecom industry in China (2004) and enhances customer loyalty in mobile commerce in Taiwan (Lin & Wan, 2006) Therefore, this study proposes a hypothesis to explore how perceived value affects purchase intentions for businesses promoted on TikTok.
Hypothesis 2: Perceived value positively influences purchase intention
2.6.3 TikTok Advertising Content and Purchase Intention
Marketing communications, particularly advertising, play a crucial role in shaping customers' decision-making processes Positive consumer evaluations of these communications, along with perceived value, lead to favorable reactions and purchase intentions (Kuo et al., 2009) Social media advertisements, for instance, enhance customer awareness and foster emotional connections with brands Research by Appel et al (2020) highlights that advertising on social media platforms delivers unique and creative insights about businesses When consumers find social media ads to be informative, innovative, and accurate, their attitudes and behaviors toward the advertised brand improve (Chu et al., 2013) Thus, this study aims to explore how consumers' perceptions of TikTok advertising content influence their purchasing intentions for the promoted brands.
Hypothesis 3: Consumers’ evaluation of TikTok advertising content is positively associated with their purchase intention h
Hypothesis 4 Consumers’ evaluation of TikTok advertising content is positively associated with their purchase intention through perceived value.
Research model
From the above hypothesizes, a conceptual model was proposed to investigate the relationship between TikTok advertising content and Purchase intention with mediating variable as perceived values (Figure 1)
RESEARCH METHODOLOGY
Research process
Here is the process of this research:
Data collection
The distributed survey will be open to respondents of all ages, locations, and occupations, utilizing quantitative research methods to gather sample data through an online questionnaire for hypothesis testing and research objectives Participants will include individuals in Vietnam who have used TikTok and engaged with advertisements on the platform As TikTok is a globally recognized social media app, its user base in Vietnam has surged significantly.
Review previous research to finalize research objectives
Identify research objective, research scope, research model
Identify the research population, sample, and measurement scales
Develop questionnaire based on previous research and sample of survey
Analyze and interpret result of data analysis
Conclusion and suggestion h popular applications Therefore, users in Vietnam were selected for their relevance to the concept of this study
The questionnaire was revised on Google Form before being distributed on different social networking sites such as Facebook, Instagram, and Zalo as a form the collecting platform
The study focuses on individuals who have purchased or plan to purchase a product after viewing a TikTok video advertisement Respondents are randomly selected without demographic restrictions Data filtering eliminates responses from those who have never watched TikTok videos or are unfamiliar with any brands Additionally, the author discards responses from participants who completed the survey without genuine engagement, as indicated by uniformly marking all questions with the same rating.
The data collection process took place from April 17th to April 30th, yielding 173 responses through an online survey After excluding responses from individuals who had never used TikTok or were unfamiliar with any brands on the platform, 162 valid responses remained for data analysis.
The research model encompasses three key factors: advertising content, perceived value, and purchase intention To validate these constructs, measurement items were adapted from existing studies and tailored to the context of social networking sites All variables were developed and translated into Vietnamese to facilitate data collection.
Advertising content Customers' evaluation of advertising content measuring was presented by Raji et al (2019) Advertising content was measured with a five-point response scale There were seven items in total
Perceived value Perceived value is measured by three factors: utilitarian value, hedonic value, and social value Gan & Wang (2017) took twelve items of perceived value h
Purchase intention Five items adapted from Alalwan (2018) were used to measure the purchase intention Each variable was measured with a five-point response scale
Strongly disagree Disagree Neutral Agree Strongly agree
No Variable Coding Question Source
TikTok offered me something new about The Brand
TikTok gave me useful information about The Brand
TikTok gave me credible information about The Brand
4 AC4 The advertisements for The
Brand on TikTok are creative
The Brand on TikTok are different from those competing with other platforms
AC6 I think the advertisements on TikTok help me in forming an opinion about The Brand
AC7 I am persuaded by the advertising campaigns of The Brand on TikTok
PV1 The quality of products from The Brand on TikTok is reliable
9 PV2 Products from The Brand on TikTok offer good value for money
10 PV3 Shopping The Brand on
TikTok would allow me to h quickly find out the appropriate products
PV4 Using TikTok about The
Brand would be a convenient way for shopping
PV5 Using TikTok about The
Brand is the one that I would enjoy
PV6 Using TikTok about The
Brand for shopping would make me feel good
PV7 Using TikTok about The
Brand for shopping is the one that I would feel interesting in
PV8 Using TikTok about The
Brand for shopping would give me pleasure
PV9 Using TikTok about The
Brand for shopping would help me to feel acceptable
PV10 Using TikTok about The
Brand for shopping would make a good impression on others
PV11 Using TikTok about The
Brand for shopping would improve the way I am perceived
PV12 Using TikTok about The
Brand for shopping would give its owner social approval
PI1 I will buy products from
The Brand that are advertised on Tiktok in the near future
PI2 I desire to buy products from The Brand that are promoted in advertisements on TikTok
PI3 I would buy the products from The Brand that are advertised on TikTok if I had the money h
PI4 I am likely to buy products of The Brand that are promoted on TikTok
PI5 I plan to purchase the products of The Brand that are advertised on TikTok
The collected data was analyzed using the software IBM® SPSS® Statistics Base Grad Pack 28 for Windows and Mac (06-Months Rental)
The study began with frequency and descriptive analysis to understand data distribution, identify outliers, and detect errors in data collection Following this, Cronbach's alpha was utilized to assess the reliability of each variable in the dataset Exploratory Factor Analysis (EFA) was then applied to reduce multiple experimental factors into a smaller set of relevant variables Correlation Analysis measured the strength of the linear relationship between pairs of variables, while Regression Analysis examined the observed variables Finally, the Sobel test was conducted to evaluate the mediating effect of perceived value.
ANALYSIS RESULTS
Descriptive statistics
This section presents the analysis and conclusions drawn from the survey data collected during the operations, highlighting the key results from participants involved in the survey.
In a survey of 162 respondents, 66% identified as women, representing 107 individuals, while 34% identified as men, totaling 55 individuals This data aligns with Global Digital Insights (April 2022), which indicates that the percentage of females on the TikTok platform surpasses that of males, further validating the male-to-female ratio findings.
The majority of respondents (62.4%, or 101 replies) in a survey of 162 individuals are aged between 21 and 25, while the second largest group consists of those aged 26 to 30, accounting for 15.4% (25 responses) According to Global Digital Insights' TikTok statistics from April 2021, the 18-24 age group represents the largest segment of TikTok's advertising audience aged 18 and older.
Income: The scale is divided into five different group levels regarding income criteria
A recent study revealed that among 50 participants, 30.9% earn less than 5 million VND, while the second largest group, comprising 27.2%, earns between 5-10 million VND Another 27.2% fall into the 11-20 million VND income bracket The average income for workers in Vietnam during the fourth quarter of 2021 was reported at 5.3 million VND, indicating that the income levels of the interviewees are closely aligned with this average.
Occupation: The student represents the most significant proportion of the respondents
(48.8 percent, 79 responses) Meanwhile, officers make up the second-largest group, with 69 people making up 42.6 percent of the total The remaining persons are freelancers with 14 people, respectively 8.6% h
Table 4.1 Demographic Characteristics of Respondents
Demographic Profile Number of respondents (N2 )
7 How long have you used TikTok?
8 Total time using TikTok per week
9 Your watch duration each time
Less than 30 minutes each time 80 49.4%
Table 4.2 Descriptive statistics of the scale items for independent, mediator and dependent variables
Min Max Mean Std Deviation
Table 4.2 presents descriptive figures for independent and mediator variables, revealing that the average mean for independent variables exceeds 3.5, suggesting a high frequency of consumer evaluation of advertising content Similarly, the average mean for mediator variables is predominantly above 3.5, with exceptions for PV9, PV10, PV11, and PV12, which indicate lower social value Additionally, the average mean for the dependent variable, purchase intention, also surpasses 3.5, with a standard deviation of approximately 1 for each variable, indicating a strong consensus regarding purchase intentions influenced by advertising content on TikTok.
Reliability analysis
In this study, the author employs the Cronbach’s Alpha test to assess the reliability of the scale, focusing on both dependent and independent variables, as well as mediating variables, to eliminate any unreliable measurement items.
Scale Variance if Item Deleted
Cronbach’s Alpha If Item Deleted
The initial findings show that when the Corrected Item-total correlation is more h
Cronbach alpha of each group item is greater than 0.8, indicating that the measuring scale is highly reliable.
Exploratory Factor Analysis (EFA)
4.3.1 Exploratory Factor Analysis for advertising content variables
Table 4.4 Exploratory Factor Analysis for independent variables
Initial Eigenvalues Extraction Sums of Squared Loadings Total
According to Hair et al (2010), in Exploratory Factor Analysis (EFA), a sample size of 120 is sufficient, and a factor loading greater than 0.5 is considered acceptable Since all advertising content variables in the study have a loading factor exceeding 0.5, none of the variables were excluded from the analysis.
Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.889
Bartlett's Test of Sphericity Approx Chi-Square 478.644 df 21
The KMO value of 0.889, exceeding the threshold of 0.5, along with a Bartlett’s Test p-value below 0.05, indicates that the data is appropriate for Factor Analysis.
For the Total Variance Explained table, the Cumulative % of Extraction Sums of Squared Loadings is over 50% for all variables Thus, the factors are accepted (Merenda,
1997) Additionally, the eigenvalue is greater than 1, and the total variance explained 56.991% of advertising content evaluation
4.3.2 Exploratory Factor Analysis for mediator variables
Table 4.5 Exploratory Factor Analysis for mediator variables
Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in 3 iterations
Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.914
Bartlett's Test of Sphericity Approx Chi-Square 1185.480 df 66
Initial Eigenvalues Extraction Sums of Squared Loadings Total
The KMO value of 0.914, exceeding the threshold of 0.5, along with a Bartlett's Test significance value below 0.05, indicates that the data is appropriate for Factor Analysis.
The Total Variance Explained table indicates that the Cumulative % of Extraction Sums of Squared Loadings exceeds 50% for all variables, with eigenvalues greater than 1 This results in a total variance explanation of 67.579% for purchase intention, validating the acceptance of the factors (Merenda, 1997).
4.3.3 Exploratory Factor Analysis for dependent variables
Table 4.6 Exploratory Factor Analysis for dependent variables
Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.889
Bartlett's Test of Sphericity Approx Chi-Square 477.752 h
Initial Eigenvalues Extraction Sums of Squared Loadings Total
Hair et al (2010) assert that in Exploratory Factor Analysis (EFA), a sample size of 120 is adequate, and a factor loading greater than 0.5 is considered acceptable Since all variables related to purchase intention demonstrate a loading factor exceeding 0.5, none of these variables were excluded from the analysis.
The KMO value of 0.889 indicates suitability for Factor Analysis, as it exceeds the 0.5 threshold, while the Bartlett's Test significance value is below 0.05 The Total Variance Explained table shows that the Cumulative % of Extraction Sums of Squared Loadings surpasses 50% for all variables, with an eigenvalue greater than 1 Overall, these results demonstrate that the factors account for 72.373% of purchase intention, confirming their validity (Merenda, 1997).
Correlation test
Pearson Correlation AC PV PI
** Correlation is significant at the 0.01 level (1-tailed)
AC: Advertising content; PV: Perceived value; PI: Purchase intention
The analysis in Table 4.7 reveals significant positive correlations among the variables studied The Pearson Correlation Coefficient between AC and PI is 0.766 (p < 0.001), indicating a strong relationship Additionally, the correlation between PV and PI is even higher at 0.809 (p < 0.001), further supporting the positive association Similarly, the correlation between AC and PV stands at 0.769 (p < 0.001), confirming the interconnectedness of these variables.
DISCUSSION AND IMPLICATIONS
Discussion of research findings
This study reveals a significant relationship between TikTok advertising content and perceived value, indicating that an increase in advertising content correlates with higher perceived value It underscores the importance of advertisement content shared on social media platforms such as TikTok, Facebook, YouTube, Instagram, and Twitter in enhancing brand perception Creative elements like videos, words, and photographs can effectively boost consumers' perceived values These findings align with previous research (Chi, 2011; Okazaki & Taylor, 2013).
The research findings reveal a strong positive correlation between perceived value and purchase intention, indicating that for each increase in perceived value, purchase intention is expected to rise by 80.9 percent This underscores the significance of a brand's perceived values—utilitarian, hedonic, and social—on TikTok platforms in boosting consumer purchase intentions These results align with prior studies, such as those conducted by Gan & Wang.
Research by Kesari & Atulkar (2016), Kuo et al (2009), and others highlights that perceived value plays a crucial role in influencing purchase intention Specifically, the mediation analysis indicates that perceived value significantly explains the link between TikTok advertising content and consumers' purchase intentions This aligns with Schivinski & Dabrowski (2015), who found that content created by firms on TikTok indirectly affects customer behavior Additionally, users who perceive higher hedonic and utilitarian values are more likely to intend to make a purchase, as noted by Gan & Wang (2017) The findings of the current study support these conclusions.
TikTok advertising is a distinct form of brand-generated content that plays a vital role in enhancing the public perception of products As a result, brand managers actively utilize TikTok to share promotional materials, effectively engaging with their audience and promoting their companies.
Research indicates that strategic marketing initiatives effectively provoke desired customer reactions and behaviors (Kotler & Armstrong, 2013) Additionally, prior studies reveal that social media significantly impacts users' perceptions and behavioral responses (Ab Hamid et al., 2013; Schivinski & Dabrowski).
This study reinforces previous findings from 2015, demonstrating that marketing communications shared on social media platforms, particularly TikTok, play a crucial role in shaping brand image and enhancing consumer engagement.
This research highlights that the intention to use TikTok and enhance purchase intention is influenced by advertising content, mediated by perceived value When compared to previous studies employing the S-O-R theory (Chopdar & Balakrishnan, 2020; Kamboj et al., 2018; Ul Islam & Rahman, 2017), the variable of advertising content emerges as relatively novel, demonstrating that updated advertising content serves as a valuable stimulus within the S-O-R framework.
Research implications
This study empirically validated a conceptual framework based on the S-O-R model by identifying key drivers of advertising content and perceived value that influence consumer purchase intention on social networking sites It highlighted advertising content as a significant marketing stimulus and recognized perceived value as a crucial factor within the Organism group of the S-O-R model, aligning with findings from previous research (Chopdar & Balakrishnan, 2020; Kawaf & Tagg, 2012).
This research significantly advances the field by integrating essential features into the existing study model, including utilitarian values, intrinsic benefits, and social benefits It explores the impact of advertisement content on purchase intention, enhancing our understanding of social media advertising's key characteristics and their influence on customer perceptions The study highlights that firm-created content on social media can indirectly shape user views and behaviors, reinforcing the importance of social media marketing communications, particularly on platforms like TikTok, in building brand identity and improving customer engagement.
This research explores the relationship between TikTok advertising content, perceived value, and consumer behavioral intentions, offering valuable insights for brand managers and marketers in the retail sector and SMEs The findings indicate that social media marketing communications significantly enhance a product's perceived value and foster positive consumer responses Additionally, this study clarifies the connections between TikTok advertising, perceived value, and purchase intention, providing a model that assists brand managers in selecting effective marketing strategies to enhance brand value and promote favorable consumer behaviors.
Research highlights the importance for brand managers and owners to focus on the emotional and hedonic aspects of their brands through effective brand-related communications, especially on social media platforms like TikTok As TikTok becomes a popular marketing channel, it significantly influences interactions and engagement between businesses and customers The study reveals that customer perceptions and behavioral reactions are shaped by social media communication efforts, indicating that positive value perceptions can be fostered through targeted marketing communications, including advertisements Ultimately, social media serves as a crucial avenue for generating favorable behavioral intentions toward brands on TikTok.
Limitations and suggestions for future research
Research highlights the significance of diverse marketing messages in shaping brand perception, particularly focusing on advertisements on social networking sites like TikTok Both companies and consumers utilize social media platforms to share various marketing communications, including sales promotions, interactive marketing, word-of-mouth, direct marketing, and user reviews.
This study focuses on three key variables of perceived value in TikTok content, highlighting the need for future research to explore additional factors influencing consumer attitudes towards brands Understanding these aspects is essential for comprehending the impact of brand-related communications on overall brand value.
This cross-sectional research employs a survey design, with findings derived from survey data and quantitative analysis Future researchers are encouraged to utilize secondary or panel data to explore the relationships between the variables.
TikTok MAU 2021 | Statista (n.d.) Retrieved June 6, 2022, from https://www.statista.com/statistics/1267892/tiktok-global-mau/
Ab Hamid, N R., Akhir, R M., & Cheng, A Y (2013) Social media: an emerging dimension of marketing communication Journal of Management and Marketing Research, 12, 1
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My name is Le Hong Long, an MBA student from Vietnam Japan University - Vietnam National University, Ha Noi
Social networking sites (SNSs) have gained immense popularity as marketing platforms, prompting organizations to invest substantial resources in advertisements However, creating compelling advertising content that effectively attracts and motivates consumers remains a challenge for many firms TikTok, in particular, has experienced significant growth and serves as a powerful communication channel with younger audiences This research will explore the impact of advertising content on users' purchase intentions on TikTok.
My research work is under the co-supervision of Assoc Prof Kodo Yokozawa (Yokohama National University, Japan) and Dr Yoshifumi Hino (Vietnam Japan University, Vietnam)
Please read the questions carefully and answer them to the end
This questionnaire consists of 24 questions and is designed to be completed in approximately 5 minutes If you would like to learn more about the research findings or have any inquiries, please feel free to reach out to me via email for further discussion.
Thank you in advance for your cooperation, and I look forward to your participation Student,
Email: 20117013@st.vju.ac.vn
Have you ever watched a TikTok video?
Please choose the answers that best describe your information
7 How long have you used TikTok?
8 Total time using TikTok per week
9 Your watch duration each time
Which brand are you most aware of on TikTok?
Have you ever purchased items through the TikTok video?
In the question: The brand represents the one you chose, all questions will only be answered for that brand
1 Strongly disagree 2 Disagree 3 Neither agree nor disagree 4 Agree 5 Strongly agree
1/7 The advertisement on TikTok offered me something new about The Brand
2/7 The advertisement on TikTok gave me useful information about The Brand
3/7 The advertisement on TikTok gave me credible information about The Brand
4/7 The advertisements for The Brand on TikTok are creative
5/7 The advertisements about The Brand on TikTok are different from those competing with other platforms
6/7 I think the advertisements on TikTok help me in forming an opinion about The Brand
7/7 I am persuaded by the advertising campaigns of The
1/12 The quality of products from The Brand on TikTok is reliable
2/12 Products from The Brand on TikTok offer good value for money
3/12 Shopping The Brand on TikTok would allow me to quickly find out the appropriate products
4/12 Using TikTok about The Brand would be a convenient way for shopping
5/12 Using TikTok about The Brand is the one that I would enjoy
6/12 Using TikTok about The Brand for shopping would make me feel good
7/12 Using TikTok about The Brand for shopping is the one that I would feel interesting in.
8/12 Using TikTok about The Brand for shopping would give h
9/12 Using TikTok about The Brand for shopping would help me to feel acceptable
10/12 Using TikTok about The Brand for shopping would make a good impression on others
11/12 Using TikTok about The Brand for shopping would improve the way I am perceived
12/12 Using TikTok about The Brand for shopping would give its owner social approval
1/5 I will buy products from The Brand that are advertised on Tiktok in the near future
2/5 I desire to buy products from The Brand that are promoted in advertisements on TikTok
3/5 I would buy the products from The Brand that are advertised on TikTok if I had the money
4/5 I am likely to buy products of The Brand that are promoted on TikTok
5/5 I plan to purchase the products of The Brand that are advertised on TikTok
Tôi là Lê Hồng Long, tôi đang là học viên Chương trình Thạc sỹ Quản trị kinh doanh, trường Đại học Việt Nhật - Đại học Quốc gia Hà Nội
Tôi đang nghiên cứu hành vi ý định mua hàng của người dùng trên nền tảng mạng xã hội TikTok, dưới sự hướng dẫn của PGS TS Kodo Yokozawa từ Đại học Quốc gia Yokohama, Nhật Bản, và TS Yoshifumi Hino từ Đại học Việt Nhật - Đại học Quốc gia Hà Nội.
Các trang mạng xã hội (SNSs) ngày càng trở nên quan trọng trong tiếp thị và quảng bá, với TikTok nổi bật như một kênh giao tiếp hiệu quả cho giới trẻ Nhiều tổ chức đã đầu tư lớn vào quảng cáo trên các SNSs, nhưng việc phát triển nội dung quảng cáo thu hút khách hàng và thúc đẩy quyết định mua hàng vẫn là thách thức lớn Nghiên cứu của tôi sẽ tập trung vào việc khám phá ảnh hưởng của nội dung quảng cáo đến ý định mua hàng của người dùng.
Bảng câu hỏi này bao gồm 24 câu hỏi Dự kiến sẽ mất 5 phút để trả lời
Bên cạnh đó, nếu anh/chị quan tâm đến chủ đề nghiên cứu của tôi, rất mong có thể nhận được sự liên hệ qua email dưới đây
Tôi rất hy vọng Anh/Chị có thể dành thời gian quý báu để hỗ trợ tôi hoàn thành bảng khảo sát này
Học viên Lê Hồng Long h
Bạn đã bao giờ xem video TikTok chưa? Đã từng
Phần 2: Thông tin cá nhân
Vui lòng chọn câu trả lời mô tả phù hợp nhất thông tin của bạn
3 Tình trạng hôn nhân Đơn thân
Cao Đẳng / Trung cấp Đại học
7 Bạn đã sử dụng TikTok được? Ít hơn 1 tháng
8 Thời gian sử dụng TikTok mỗi tuần Ít hơn 30 phút
9 Thời gian mỗi lần sử dụng TikTok Ít hơn 30 phút
Phần 3: Thương hiệu trên TikTok
Bạn biết đến thương hiệu nào nhất trên TikTok? (Lưu ý: Hãy ghi nhớ thương hiệu này)
Bạn đã từng mua hàng thông qua xem video TikTok chưa? Đã từng
Phần 4: Câu hỏi chính Ở câu hỏi: Thương hiệu X là đại diện cho thương hiệu mà bạn đã chọn ở phần trước, tất cả các câu hỏi sẽ chỉ được trả lời cho thương hiệu đó
Vui lòng đọc từng câu và cho biết mức độ bạn đồng ý với mệnh đề đó theo thang điểm dưới đây:
1/7 Tôi nghĩ rằng quảng cáo trên TikTok đã cung cấp cho tôi điều gì đó mới mẻ về Thương hiệu X
2/7 Tôi nghĩ rằng quảng cáo trên TikTok cung cấp cho tôi thông tin hữu ích về Thương hiệu X
3/7 Tôi nghĩ rằng quảng cáo trên TikTok đã cung cấp cho tôi thông tin đáng tin cậy về Thương hiệu X
4/7 Các quảng cáo cho Thương hiệu X trên TikTok là sáng tạo
5/7 Các quảng cáo về Thương hiệu X trên TikTok khác với h