TikTok as a Platform for Marketing Campaigns: The effect of Brand Awareness and Brand Recall on the Purchase Intentions of Millennials

doi:10.32996/jbms.2022.4.2.27

Paper

TikTok as a Platform for Marketing Campaigns: The effect of Brand Awareness and Brand Recall on the Purchase Intentions of Millennials

Published May 6, 2022 · Mary Aubrey G. Gesmundo, Melvin Dave S. Jordan, Wee Hansei D. Meridor

Journal of Business and Management Studies

UNKNOWN SJR score

29

Citations

2

Influential Citations

Open Access PDF Full text Semantic Scholar

Abstract

Modern individuals create social networks to connect. A digital social landscape now exists within the society that enables interactions while providing convenience and efficiency. A social media platform called TikTok consists of comprehensive and diverse videos that empower users to upload and watch content as they desire. The researchers highly considered this feature which led them to explore the deliverance of marketing campaigns created on TikTok. In a more profound sense, since countless brands are scrutinizing TikTok to gather their consumers, the purpose and objectives of this study determined the effect of brand awareness and brand recall on the purchase intention of millennials. This study incorporated the Attention, Interest, Desire, and Action (AIDA) Model and Selective Exposure Theory (SET) to serve as the foundation of the analysis. The study employed descriptive causal analysis. The study surveyed a group of millennials, ranging from 25 to 40 years old, who currently reside in the Philippines' National Capital Region (NCR). The researchers distributed the survey through Google forms and then utilized frequency and percentage distribution, mean and standard deviation, and PLS-SEM to analyze the results. This study determined that marketing campaigns can largely input brand awareness among millennials compared to enhancing their brand recall. Furthermore, marketing campaigns trigger their purchase intention. This study is deemed a resource to business owners, marketing students and professionals, and academic institutions that hope to generate further information on the existence of TikTok and its marketing advantage.

Study Snapshot

TikTok marketing campaigns significantly increase brand awareness among millennials, leading to increased purchase intentions.

PopulationOlder adults (50-71 years)

Sample size24

MethodsObservational

OutcomesBody Mass Index projections

ResultsSocial networks mitigate obesity in older groups.

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TikTok as a Platform for Marketing Campaigns: The effect of Brand Awareness and Brand Recall on the Purchase Intentions of Millennials

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Citations

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Shopee marketplace promotions on TikTok positively and significantly influence young women's purchasing behavior, with strategies like discounts, flash sales, cashback offers, free shipping, and product codes.

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Sellers in Bandung show higher enthusiasm for TikTok marketing benefits than buyers, with superior perceptions of context, communication, collaboration, and connection dimensions.

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