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 a...