The effect of advertising content on the Tiktok platform generated by influencers/KOLS of a brand on brand engagement leads to purchase intention of gen Z in the new normal status of Covid-19 pandemic

Abstract

Two years after the breakout of Covid-19 pandemic and a long time of isolation led to the upheaval in the life of Gen Z life. As a result, their entertainment, connection, and consumption activities on social media platforms have increased, notably Tiktok - a short video-sharing social networking platform. The advertising content built by Influencers/KOLs on this platform is increasingly diverse and thriving. Through this research paper, our team wants to investigate the influence of advertising content built by Influencers/KOLs of a brand on Tiktok platform on brand engagement leading to the purchase intention of Gen Z in the new normal of the Covid-19 pandemic. The data in the article was collected through in-depth interviews with 10 respondents who are students from 4 different universities. Then, our team conducted a quantitative survey through the Google Form platform with 346 samples. Then, our team conducted a quantitative survey through Google Form with 346 samples, but only 306 samples were used for analysis because 40 survey participants did not use the Tiktok platform. Research results show that new variables such as customize, music and image are also important factors that have a positive impact on brand engagement; brand engagement strongly influences the purchase intention of advertising video viewers. In addition, we found that 2 modifier variables including Big 5 personality and Isolation did not affect the process of the Brand engagement variable affecting the purchase intention variable