Examining the Relationship Between DLSU-M ABM Students' Customer Engagement with Advertisements and Their Purchasing Intention on TikTok

• Main Author: Ballada, Genevieve Therese A.
• Format: text
• Published: Animo Repository 2023
• Subjects: advertisements; antecedents of customer engagement; customer engagement; purchase intention; TikTok
• Online Access: https://animorepository.dlsu.edu.ph/conf_shsrescon/2023/paper_ebov/11; https://animorepository.dlsu.edu.ph/context/conf_shsrescon/article/1815/viewcontent/EBO_Ballada_Decasa_Garcia_Recrio___Leah_Decasa.docx.pdf
• Institution: De La Salle University

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.