The impact of social media marketing activities on the Tiktok platform on purchase intention

Abstract

This study delves into the nuanced impact of social media marketing activities on TikTok on consumers' purchase intentions, with a focus on the mediating roles of brand awareness and brand image. Employing the Partial Least Squares Structural Equation Modeling (PLS-SEM) method, the research analyzes 200 survey responses to validate the proposed model. The findings reveal that social media marketing activities on TikTok significantly influence brand awareness, brand image, and purchase intentions. Brand awareness and brand image emerge as pivotal intermediaries in the relationship between social media marketing activities and purchase intentions on the TikTok platform. Consequently, the study suggests that both small and medium-sized enterprises (SMEs) can leverage TikTok to support their marketing objectives and enhance business effectiveness. The research supports five out of six proposed hypotheses, affirming the positive impact of social media marketing on brand perception and purchase intentions. However, contrary to expectations, the hypothesis stating that "Brand Awareness has a significantly positive impact on Purchase Intention" (H4) is rejected. This rejection prompts further exploration into the specific context of TikTok, suggesting that brand awareness might not exert a substantial influence on purchase intentions within this platform, or that other influential factors play a critical role. This outcome sets the stage for more in-depth investigations into the intricate relationship between brand awareness and purchasing behavior on TikTok. Furthermore, the practical implications of these research findings underscore the potential for businesses, both large and small, to strategically utilize TikTok as a dynamic platform to augment their marketing strategies and achieve desired business outcomes. Understanding the intricacies of consumer behavior on TikTok provides valuable insights for businesses seeking to navigate and capitalize on the evolving landscape of social media marketing.