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

• Main Authors: Decasa, Leah P., Ballada, Genevieve Therese A., Garcia, Annren Veronica M., Recrio, Vernice S.
• 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/13; https://animorepository.dlsu.edu.ph/context/conf_shsrescon/article/1863/viewcontent/Abstract_Examining_the_Relationship_Between_DLSU_M_ABM_Students__Customer_Engagement_with_Advertisements_and_their_Purchasing_Intention_on_Tiktok.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...