The Effectiveness of TikTok in Increasing Brand Awareness Among Users

Authors : Nur Nadia Najihah Azadan, Logaıswarı Indıran, Saranya Nair

Pages : 21-31

Doi:10.54439/gupayad.1502120

View : 130 | Download : 194

Publication Date : 2024-10-30

Article Type : Research Paper

Abstract :Purpose: The purpose of this study is to explore the effectiveness of TikTok in increasing brand awareness among users. Material and Method: This study employs a quantitative research approach. A questionnaire was developed and distributed to B2C TikTok users to gather data. Findings: Mobile Application Value, System Quality, and Influencer Trust significantly influence TikTok\'s brand awareness. Information Quality does not exhibit a significant effect on Brand Awareness. Brand Awareness positively impacts both Word of Mouth and Purchase Intention. Results: This study demonstrates TikTok\'s effectiveness in enhancing brand awareness, primarily through system quality, mobile app value and influencer trust, while minimizing the role of information quality. The positive impact on word of mouth and purchase intention underscores TikTok\'s potential as a powerful marketing tool.
Keywords : Brand Awarness, Social Media Marketing, Tiktok, WOM