Examining the Extended Advertising Value Model: A Case of TikTok Short Video Ads

Abstract

Nowadays, TikTok social media has rapidly developed which creates an opportunity for marketers to grab customers' attention by displaying short video ads. For this reason, knowledge of the factors that can influence customer purchase intentions is needed so that marketing strategies can work effectively. This study aims to investigate the effects of the entertainment, informativeness, credibility, irritation, personalization, and interactivity elements of TikTok short video ads on purchase intention through advertising value and attitude toward advertising. A survey was conducted by collecting response from 486 TikTok active users in Indonesia which later analyzed by using PLS-SEM. The results showed that all elements of video advertising on TikTok, except irritation and informativeness, affected purchase intention through perceived advertising value and attitude toward advertising. Among the significant elements of advertising value, personalization had the greatest positive influence on purchase intention through advertising value and attitude toward advertising on brands that advertised in TikTok.

Exploring the Tiktok Influences on Consumer Impulsive Purchase Behaviour

“…This shows that perceived enjoyment is one of the important elements for TikTok users. Dwinanda et al (2022) found a positive relationship between entertainment and the formation of perceived advertising value because the respondents felt entertained and enjoyed watching TikTok video ads. The content displayed on TikTok ads is generally funny or involves dancing, acting, and lip-syncing, which meets the interests of Gen Y and Gen Z (Dwinanda et al, 2022).…”

“…Li et al (2021) investigated the purchase intention of China residents in Changsha through TikTok; their results revealed that perceived media richness was the most influencing factor. Dwinanda et al (2022) studied the influences of TikTok advertising elements and attitudes on consumers' purchase intention in Indonesia. Research that focuses on TikTok and impulsive purchase behaviour is even dearth.…”

Effectiveness of TikTok Marketing on Students’ Purchase Intention Towards Fashion Products

“…This study found that there is a positive correlation between entertainment and the development of perceived advertising value. The respondents in the study reported feeling entertained and enjoying viewing TikTok video ads (Dwinanda et al, 2022). H2: Video quality has a significant relationship with students' purchase intention towards fashion products.…”

Analysis of Purchasing Intention in the Fashion Industry: Enhancing Product Sales through Live Commerce Streaming

“…This variable holds significance as consumer perceptions of price fairness play a crucial role in shaping their intentions to make purchases (En & Balakrishnan, 2022). In a prior study conducted by Dwinanda et al (2022) in Indonesia, it was revealed that consumers' perceived price fairness had a notable positive impact on their intentions to make purchases. Derived from this earlier research, the hypothesis suggests that an enhanced perception of price fairness will result in increased purchase intentions among consumers…”

“…The richer the media, the more DOI: 10.47191/ijcsrr/V7-i3-57, Impact Factor: to develop a strong understanding and appreciation of the products, potentially leading to higher purchase intentions.Perceived Price Fairness: This variable relates to how consumers perceive the fairness of prices on Shopee's live streaming service. If consumers deem the prices as reasonable and justifiable, they are more likely to proceed with a purchase(Dwinanda et al, 2022;En & Balakrishnan, 2022). Fair pricing strategies can enhance consumer trust and loyalty, making it a critical factor in the decision-making process.Electronic Word of Mouth (eWOM): eWOM is included due to its significant influence on consumers' perceptions and buying decisions.…”