Cover Image

The Impact Of Tiktok Advertising Content On Consumers’ Purchase Intention In The Post Covid-19 Pandemic In Malaysia

The objective of this study is to examine the relationship between TikTok advertising content and the purchase intentions of consumers following the Covid-19 pandemic. This study focuses on collecting data by using non-probability convenience sampling by targeting 375 random respondents, which are u...

Full description

Saved in:
Bibliographic Details
Main Authors: Goh, Bin Wei, Asmaul Husna, Haris Fadzilah
Format: Proceeding
Language:English
Published: 2023
Subjects:
H Social Sciences (General)
Online Access:http://ir.unimas.my/id/eprint/42818/1/TIKTOK.pdf
http://ir.unimas.my/id/eprint/42818/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.unimas.ir.42818
record_format eprints
spelling my.unimas.ir.428182023-09-18T02:24:54Z http://ir.unimas.my/id/eprint/42818/ The Impact Of Tiktok Advertising Content On Consumers’ Purchase Intention In The Post Covid-19 Pandemic In Malaysia Goh, Bin Wei Asmaul Husna, Haris Fadzilah H Social Sciences (General) The objective of this study is to examine the relationship between TikTok advertising content and the purchase intentions of consumers following the Covid-19 pandemic. This study focuses on collecting data by using non-probability convenience sampling by targeting 375 random respondents, which are undergraduate students at University Malaysia Sarawak (UNIMAS), capturing respondents' perceptions of the advertising content on TikTok and their purchase intention. The Uses and Gratifications Theory (UGT) and Theory of Planned Behavior (TPB) serve as the theoretical foundations for this study. The surveys in this research were created using Google Forms and extensively distributed online. This study used a quantitative approach and a cross-sectional research design. Stats SPSS IBM 27 was used for both the collection and analysis of the data. The findings of this research were subjected to an in-depth analysis in which consumers’ purchase intention, entertainment, influencer credibility, sales promotion, and informativeness were all taken into consideration. The study's contribution lies in shedding light on the effectiveness of TikTok as an advertising platform in the context of the post-COVID-19 pandemic in Malaysia. It will provide valuable insights for marketers and businesses seeking to enhance their marketing strategies on TikTok and optimize their reach to potential consumers. 2023 Proceeding PeerReviewed text en http://ir.unimas.my/id/eprint/42818/1/TIKTOK.pdf Goh, Bin Wei and Asmaul Husna, Haris Fadzilah (2023) The Impact Of Tiktok Advertising Content On Consumers’ Purchase Intention In The Post Covid-19 Pandemic In Malaysia. In: BORNEO BUSINESS RESEARCH CONFERENCE (BRRC 2023), 23 August 2023, Raia Hotel Convention Centre, Kuching.
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Goh, Bin Wei
Asmaul Husna, Haris Fadzilah
The Impact Of Tiktok Advertising Content On Consumers’ Purchase Intention In The Post Covid-19 Pandemic In Malaysia
description The objective of this study is to examine the relationship between TikTok advertising content and the purchase intentions of consumers following the Covid-19 pandemic. This study focuses on collecting data by using non-probability convenience sampling by targeting 375 random respondents, which are undergraduate students at University Malaysia Sarawak (UNIMAS), capturing respondents' perceptions of the advertising content on TikTok and their purchase intention. The Uses and Gratifications Theory (UGT) and Theory of Planned Behavior (TPB) serve as the theoretical foundations for this study. The surveys in this research were created using Google Forms and extensively distributed online. This study used a quantitative approach and a cross-sectional research design. Stats SPSS IBM 27 was used for both the collection and analysis of the data. The findings of this research were subjected to an in-depth analysis in which consumers’ purchase intention, entertainment, influencer credibility, sales promotion, and informativeness were all taken into consideration. The study's contribution lies in shedding light on the effectiveness of TikTok as an advertising platform in the context of the post-COVID-19 pandemic in Malaysia. It will provide valuable insights for marketers and businesses seeking to enhance their marketing strategies on TikTok and optimize their reach to potential consumers.
format Proceeding
author Goh, Bin Wei
Asmaul Husna, Haris Fadzilah
author_facet Goh, Bin Wei
Asmaul Husna, Haris Fadzilah
author_sort Goh, Bin Wei
title The Impact Of Tiktok Advertising Content On Consumers’ Purchase Intention In The Post Covid-19 Pandemic In Malaysia
title_short The Impact Of Tiktok Advertising Content On Consumers’ Purchase Intention In The Post Covid-19 Pandemic In Malaysia
title_full The Impact Of Tiktok Advertising Content On Consumers’ Purchase Intention In The Post Covid-19 Pandemic In Malaysia
title_fullStr The Impact Of Tiktok Advertising Content On Consumers’ Purchase Intention In The Post Covid-19 Pandemic In Malaysia
title_full_unstemmed The Impact Of Tiktok Advertising Content On Consumers’ Purchase Intention In The Post Covid-19 Pandemic In Malaysia
title_sort impact of tiktok advertising content on consumers’ purchase intention in the post covid-19 pandemic in malaysia
publishDate 2023
url http://ir.unimas.my/id/eprint/42818/1/TIKTOK.pdf
http://ir.unimas.my/id/eprint/42818/
_version_ 1778166713350619136
score 13.211869

Similar Items