Investigating the dual-route effects of influencer marketing on purchase intention: The case of TikTok Ads

Abstract

Nowadays, we see an incredible increase in the number of people who spend a significant amount of time on the TikTok platform globally. The elements that influence consumers to embrace TikTok advertising as a form of advertising are still not well understood. The current study identified eight factors for TikTok advertising (entertainment, product presentation richness, ad relevance, product-influencer congruence, FOMO, ad attention, attitude, and purchase intention) that can affect both the perceived value of an advertisement and how consumers will react to it, accordingly, the young consumer's intended purchase. brand and. The conceptual model postulates that ad value techniques have a positive relationship with brand awareness, which in turn influences how useful people think of TikTok and how they will behave while making purchases on the TikTok Shop. Data were gathered for this study from young clients who reside and work in Ho Chi Minh City. A total of 400 questionnaires from youthful consumers were chosen for the variables' data analysis. The findings demonstrated that the most effective motivating elements for TikTok advertising were Product Presentation Richness, Entertainment, Ad Relevance, Product-Influencer Congruence, and FOMO scores. On the other hand, the TikTok Shop platform's advertising value has an impact on both customers' attitude and their purchase intention.