Tiktok as an advertising platform: its effectiveness to young adult consumers buying decision making in apalit, pampanga
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Title Proposal #1 1, Title Proposal #1 , A-Framework-for-Market-Analysis
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- ADULT CONSUMERS BUYING DECISION MAKING IN APALIT, PAMPANGA” Introduction
| RESEARCHER’S NAME(S): Angeles, Mary Joyce M. Bustos, Mary Joyce D. Go, Justin M. Manansala, Erica B. Montaña, Maria Lolita Rita G. Simon, Jane Trixy R. PROGRAM: BSBA 3B Proposed Title Nob TITLE: “TIKTOK AS AN ADVERTISING PLATFORM ITS EFFECTIVENESS TO YOUNG ADULT CONSUMERS BUYING DECISION MAKING IN APALIT, PAMPANGA” Introduction TikTok, originally known as Douyin in China, has a captivating history that traces its roots back to its launch in September 2016 (Zhang, 2016). Conceived by the Chinese tech company ByteDance, TikTok quickly evolved into a global sensation, with its international debut occurring in 2018 (Singh, 2018). This social media app allows users to create and share short, engaging videos, often set to music, making it an ideal platform for self-expression, entertainment, and connectivity among a diverse audience of users. In Apalit, Pampanga, TikTok has gained immense popularity, particularly among young adults, and has become an integral part of their daily lives. The platform's unique features, including its creative challenges and viral trends, have made it a hub for trendy content creation and consumption (Smith, 2020). TikTok appeared to be more than just a website where users squander their time creating clips to entertain people it also appeared to play a significant role in influencing consumer choices by introducing consumers to companies and goods they may not have previously explored. TikTok has evolved from a platform for entertainment to an online marketplace where sellers may promote their goods. When making an online purchase, young adults also take this into account. Persons who flex items acquired elsewhere, in addition to sellers, are eligible. The majority of people, particularly those from our generation, refer to this as a "review" in which they evaluate their product's application, effects, and substance. Additionally, as it was a product evaluation, it served as their means of providing feedback and demonstrating the product to others. According to KidsInsights (2021), the popularity of TikTok creates an opportunity for marketers. Still, TikTok is anew territory, especially for brands looking to introduce products to young teens online. Young adults are enthusiastic about TikTok but advertise slowly learning about the platform. TikTok is a popular app for young adults nowadays. It is one of the entertainment apps that give happiness to everyone. Some problems sellers might encounter are that not all people use TikTok specifically in Apalit, Pampanga. Additionally, the customer in Apalit has different ways of perceiving TikTok as an advertising platform for different businesses. Consumers' online buying behavior has been studied in several previous studies, the majority of them were in general the attitudes toward social media advertisements. Customers' online shopping behavior is influenced not only by demographic characteristics such as age, gender, and occupation (Baubonien & Guleviit, 2015; Fang et al., 2016; Yan & Dai, 2009) but also by perceived benefit factors (Katawetawaraks & Wang, 2011; Lee et Al, 2011; Masoud, 2013; Zhang et Al, 2014). TikTok is ideal for connecting with a youthful target audience and allowing them to engage with their brand or product. Young people are enthusiastic about TikTok, but advertisers are slowly learning about the platform. Advertisers using TikTok saw higher brand perception and more engaging advertisements. Overall, it was discovered that TikTok advertising increased user engagement and attention in the initial stages, demonstrated stronger brand recall, and produced a more positive brand impression. The general objectives of this research are to evaluate TikTok as an advertising marketing strategy and identify the effects of TikTok advertising on the buying behavior of young adult consumers on Apalit, Pampanga. It will also help marketers know how TikTok influences consumers' buying decisions. Download 403.44 Kb. Share with your friends:
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