Document Types
Paper Presentation
School Code
NA
School Name
De La Salle University, Manila
Track or Strand
Accountancy, Business, and Management (ABM)
Research Advisor (Last Name, First Name, Middle Initial)
Atendido, Jan Nathalia A.
Abstract/Executive Summary
In recent decades, businesses have used online spaces to promote their products, services, and brand image. One such example is TikTok, a video-sharing platform that achieved critical success in 2018 and experienced an influx of users during the pandemic's peak (Geyser, 2021). Thus, the study aims to investigate the relationship between the antecedents of customer engagement and the purchase intention of DLSU-M ABM students on TikTok advertisements. Using a purposive sampling technique, the researchers gathered fifty-five (55) responses from TikTok users studying under the DLSU-M ABM strand. To analyze this data, the study employed a quantitative research design. Two (2) statistical methods, particularly correlation and regression analyses, were utilized to determine the relationships of each variable. The results revealed that integration and social interaction, as well as entertainment, significantly predict customer engagement (CE). Moreso, CE significantly predicts purchase intention. However, it was discovered that among the four independent variables, only entertainment significantly predicts CE. Finally, CE is a full mediator between the antecedents and purchase intention. While these findings suggest that TikTok marketers should prioritize the production of entertaining advertisements, this study may not represent the general population due to the small sample size of respondents.
Keywords
advertisements; antecedents of customer engagement; customer engagement; purchase intention; TikTok
Research Theme (for Paper Presentation and Poster Presentation submissions only)
Entrepreneurship, Business Management, and the Organization (EBO)
Initial Consent for Publication
yes
Examining the Relationship Between DLSU-M ABM Students' Customer Engagement with Advertisements and Their Purchasing Intention on TikTok
In recent decades, businesses have used online spaces to promote their products, services, and brand image. One such example is TikTok, a video-sharing platform that achieved critical success in 2018 and experienced an influx of users during the pandemic's peak (Geyser, 2021). Thus, the study aims to investigate the relationship between the antecedents of customer engagement and the purchase intention of DLSU-M ABM students on TikTok advertisements. Using a purposive sampling technique, the researchers gathered fifty-five (55) responses from TikTok users studying under the DLSU-M ABM strand. To analyze this data, the study employed a quantitative research design. Two (2) statistical methods, particularly correlation and regression analyses, were utilized to determine the relationships of each variable. The results revealed that integration and social interaction, as well as entertainment, significantly predict customer engagement (CE). Moreso, CE significantly predicts purchase intention. However, it was discovered that among the four independent variables, only entertainment significantly predicts CE. Finally, CE is a full mediator between the antecedents and purchase intention. While these findings suggest that TikTok marketers should prioritize the production of entertaining advertisements, this study may not represent the general population due to the small sample size of respondents.
