Status : Verified
| Personal Name | Cua, Heiress Joy S.; Dela Cruz, Karl Christopher B.; Tomas, Heily Jane |
|---|---|
| Resource Title | TikTok made me but it: the effects of TikTok videos of Filipino food influences on users' purchase intention |
| Date Issued | 6 January 2025 |
| Abstract | Social media marketing has become more evident nowadays in promoting businesses. Tiktok is the fourth largest social media platform around the world with 1 billion users. As such, TikTok is being utilized by businesses to promote their products and services. Moreover, Gen Z is used to online activities that influence their eating habits to shift towards buying snacks online. Thus, Gen Z prefers buying online because of the convenience. This study aims to understand the effect of TikTok videos as a marketing tool and determine the elements that persuade users to purchase the product in the video. This study is a quasi-experimental research that utilized a quantitative approach using survey questionnaires. The researchers presented three pre-selected Tiktok videos from three emicro-influencers promoting convenience products with a time duration of 150-180 seconds. The survey was distributed using Qualtrics a total of 296 responses were collected from Gen Z's 18 - 29 years old residing in the Philippines. The data gathered was analyzed using descriptive analysis techniques and Pearson Correlation in the SPSS software. The result showed that there is a significant relationship between Motivation, Video Information Quality, Product Information Visualization and EWOM of TikTok Video and Purchase Intention with a value of r = 0.871. In addition, the study indicates that TikTok videos with engaging contents and high motivational appeal significantly increases users' purchase intention. Furthermore, product information, narrative, and visual aesthetic are important elements that influence users' purchase intention. These elements also affect the credibility of TikTok influencers and viewer engagements, consequently influencing purchase intention. |
| Degree Course | Bachelor of Science in Hotel, Restaurant and Institution Management |
| Language | English |
| Keyword | Social media marketing; Generation Z; Internet personalities; Influencers; Purchase intention; Internet marketing; Consumer behavior—Philippines |
| Material Type | Thesis/Dissertation |
Preliminary Pages
797.68 Kb
Category : F - Regular work, i.e., it has no patentable invention or creation, the author does not wish for personal publication, there is no confidential information.
Access Permission : Open Access