Title of the Study: The Effects of Advertising on Consumer Buying Behavior: A Survey

Writer: Giehlito Cammayo Dulin

Published When: June 2019
Research Findings: Among the key indicators affecting the consumer buying behavior, the
respondents consider the importance of the product advertised, quality of the products
advertised, usefulness of the product and the price of the product as the top 4 key indicators
and endorsement ranks last.Of the seven features of the product that affects the consumer
buying behavior, the overall quality of the product is ranked no. 1 followed by personal
satisfaction and economic value while familiarity and popularity of the product ranks last.On
the respondents action to the first entry of a product in the market. The first to purchase the
product is their first action taken while the early majority of the purchaser ranks last. As to
the common techniques used by the seller/advertiser to inform and influence consumers to
make their buying decision, the respondents considered emotional appeal, promotional
advertising, facts and statistics, bribe and unfinished ads as the top 5 source of information
and the least source considered is endorsements by celebrities.
Conclusion: 1. The number 1 key indicator affecting the consumer buying behavior is the
importance of the product advertised to the consumers and the least is entertainment provided
by the sellers/advertisers.
2. The overall quality of the product ranks first as the feature of the products affecting the
consumers’ buying behavior and the last is popularity and familiarity of the product.
3. Among the different actions taken by respondents on the first entry of the product in the
market, the first to purchase ranks first and the early majority of purchaser ranks last.
4. The top 5 advertising techniques considered by the respondents as a source of information
and influence in their consumer buying behavior are emotional appeal , promotional
advertising, facts and statistics, bribe and unfinished ads. The use of endorsements by
celebrities is least advertising technique considered by the consumers.
Title of the Study: Impact of TV advertisements to Filipino consumer buying behavior
Writer: Elizares, Kiera Erika S., Garcia, Arliyah Joyce G., Patag, Denise B., Toledo, Gladys
R., and Cada, Jr. Leonardo F
Published When: February – May 2022
Research Findings: The results and discussion contain the outcome of the interview that was
performed by the researchers. The interview was done via focus group discussion (FDG).
Each research question has different codes and themes that were generated from the transcript
in order to analyze more the topic and gain what was the Filipino parents' and grandparents'
insights or experiences regarding TV advertisements as a Filipino consumer. These tables
below show the results of the interview, and the following paragraph is the discussion about
the table.
Table 1. Data analysis for research question 1 is arranged using codes and descriptive themes
The gathered data about the consumer’s insights about TV advertisements shows that
the COVID - 19 has a tremendous impact on the television advertising sector. Affecting as
well as the behavior of consumers in TV advertisements. In the middle of the pandemic,
participants or the consumers find an alternative like social media, to look for advertisements,
and also, there are a lot of differences compared to TV advertisements. The COVID - 19
makes the industry of TV advertising far away from its accustomed routine. According to Li
and Hall (2020), media use at home has expanded. Although television viewer numbers have
increased, the consumption of digital has accelerated much more: entertainment had
expanded as a result of the widespread usage of social media platforms and streaming
websites. According to Zaheer (2018), it has been discovered that using celebrities in TV
advertisements can actually influence one’s buying behavior. The presence and appearance is
enough for these customers to be persuaded to purchase their product by just the level of
attractiveness, professionalism, and entertainment. This strategy proved to be effective as
brands and companies still continue to use the reputation, expertise, and talent of their chosen
celebrity endorser.
Table 2. Data analysis for research question 2 is arranged using codes and descriptive themes.
Advertisement is designed to give a product or service a chance to promote, raise
awareness, catch a customer’s attention, etc. In terms of advertising, there are a lot of choices
to choose from, depending on what kind of market and industry you should enter based on
your goods. The results of the interview show that TV advertisement successfully reaches its
market and it also provides accurate and genuine information to the viewers. It is indeed
important that brands and products show their advertisement through television because it
reaches out to a wider range of target markets. According to Mellinger (2018), the enormous
audience that can be addressed relatively instantaneously is one of the most fundamental
advantages of television advertisements. Targeting targeted audiences with television
advertising can be surprisingly effective. Take advantage of daytime slots to appeal to parents
who stay at home or working at home. As there are no skip buttons, viewers don’t have a
choice but to watch a TV advertisement while waiting for their favorite show. This somehow
irritates them and gets them impatiently waiting for the advertisements to end. According to
Nelson (2021), effective advertising will influence potential customers as advertisements give
information regarding the goods and services that are being offered. Advertising is a form of
communication; thus giving the intended information and educating their viewers about their
product will reflect the intention of the businesses to their consumers. Information such as the
price, features, quality, and benefits must be openly and truthfully presented to the market to
avoid any misunderstanding and conflicts.
Table 3. Data analysis for research question 3 is arranged using codes and descriptive themes.
TV advertisements also have different targets to make their product and brand to be
introduced and well-known to the market, especially if it's a product, brand, or innovation
that is new to the market. The results of interviews show that TV commercials do have an
impact on products and brands. On the other hand, influencing the consumer by introducing
products and brands can lead to higher sales. Since the TV advertisements are indeed
effective and consumers watch the whole commercial even numerous times or just once.
Compared to social media, customers don’t finish the ads; they will just skip them right
away. According to WARC (2020), television advertising has twice the perceived quality and
popularity compared to online advertisements, and TV has the strongest 'signals' throughout
all categories and groups. According to Feroz (2019), TV commercial advertising still
remains to be the most effective medium when promoting and marketing a product despite of
the growing marketing trends and strategies that other brands are using now. She mentioned
that TV commercials increase the sales of a company; however, this serves as the ROI or
return of investment for the reason that buying advertisement spots on TVs is quite expensive
depending on the time slot.
Conclusion: The purpose of the study was to prove that television commercials have a
significant impact on Filipino parents of college students in both positive and negative
effects. According to the researchers' findings, advertisements on televisions do indeed have
an impact on both consumers and businesses. In addition, data acquired on consumer
perceptions of television advertisements reveal that COVID - 19 has a substantial influence
on the television advertising sector, influencing consumer behavior as well. Since it shifts the
TV advertising sector away from its usual pattern, people turn to alternatives such as social
media to locate adverts. Moreover, it is vital for brands to advertise their products on
television since it reaches an enormous audience relatively instantaneously and in every part
of the market. Furthermore, as stated that television advertisements are in fact effective,
introducing products and brands can lead to increased sales. Therefore, the buying behavior
of Filipino parents and grandparents of students can be both positively and negatively
influenced by television advertisements. As a result, this study suggests that the data gathered
in this study may be useful and applied for further studies that the research topics will study
the comparison between Filipino consumers who are influenced by TV advertisements and
Filipino consumers who are influenced by social media advertisements.
Title of the Study: The Effect of Media Advertising on Consumer Buying Behavior: the case
of top wter company
Writer: Hamelmel Solomon
Published When: January 2022
Research Findings: This study was conducted with an aimed to investigate the effect of media
advertising on consumer buying behaviour in the case of Top Mineral Water Company. To
this end, data were gathered from 270 users of Top Mineral Water in Addis Ababa. The
present study found that 62.22% of the respondents were male and the remaining 37.78% of
the respondents were female. The average age of respondents who had participated in the
present survey was 32.02 years. It also found that 48.15% the respondents were in the
undergraduate education level followed by a diploma level (25.93%) and 63.33% were
marriedwhile 32.22% were single. Of the respondents involved in this study, it is found that
79.93% were paid-employed, 13.38% were self-employed, 3.33% were retired and the
remaining 0.37% were unemployed. The econometric findings indicate that variables such as
sex, education, income, print media, outdoor media, and broadcast media have a positive and
significant association with customer buying behaviour. However, one variable (occupation)
has found to be negatively related with customer buying behaviour and another variable (age)
was found statistically insignificant.
Conclusion: Advertising thought to be an essential tool for the success of a company and
plays a crucial role in maintaining and developing sustainable competitive advantage of
companies. Thus, this study was conducted with an overarching objective to investigate the
relationship between media advertisement and customer buying bahaviour of Top Water
Compnay in Addis Ababa. Three media mediums (Print media, outdoor media and broadcast
media) and five socio-economic variables were considered to analyze customer buying
behaviour. For this purpose, thirteen observed items divided into 3 media outlets and 6 items
of customer buying behaviour were used. A cross-sectional data with a total of 270 sample
units were used and these samples were analyzed through descriptive analysis and OLS
regression Eight regressors are included in the OLS estimation. Seven of them have been
found statistically significant, whereas one regressor is found to be statistically insignificant.
Regarding socio-economic variables, we found that being a female and customer buying
behaviourn is positively linked. And, customers who are more educated and engaged in
paidemployment works tend to have better buying behaviou than their counterparts.
Moreover, the results further report that income of the consumer found to be determinate
factor that influence customers buying behaviour. The three media advertising mediums have
a positive and significant association with customer buying behaviour. However, occupation
has found to be negatively related with customer buying behaviour and age of the
respondents was found statistically insignificant implies that it has no attentive effect on
customer buying behaviour. Further to this, the study found that broadcast media
advertisement has the strongest effect on customers buying behaviour among the three media
outlets. In addition, the results of our investigation verify that from eight proposed
hypotheses, seven hypotheses have been accepted while one hypothesis has been rejected as
it shows the significance level above 10%. The study concluded that the Company has to
continue in using media advertising as it is more effective and striking in informing and
persuading people. It is therefore important for the Company to use media advertisement in
order to create the brand of its product in the mind of customers.
Title of the Study: The Impact of Advertising on Consumer Buying Behavior
Writer: Giehlito Cammayo Dulin
Published When: 2016
Research Findings: Among the key indicators affecting the consumer buying behavior, the
respondents consider the importance of the product advertised, quality of the products
advertised, usefulness of the product and the price of the product as the top 4 key indicators
and endorsement ranks last.Of the seven features of the product that affects the consumer
buying behavior, the overall quality of the product is ranked no. 1 followed by personal
satisfaction and economic value while familiarity and popularity of the product ranks last.On
the respondents action to the first entry of a product in the market. The first to purchase the
product is their first action taken while the early majority of the purchaser ranks last. As to
the common techniques used by the seller/advertiser to inform and influence consumers to
make their buying decision, the respondents considered emotional appeal, promotional
advertising, facts and statistics, bribe and unfinished ads as the top 5 source of information
and the least source considered is endorsements by celebrities.
Conclusion: 1. The number 1 key indicator affecting the consumer buying behavior is the
importance of the product advertised to the consumers and the least is entertainment provided
by the sellers/advertisers.
2. The overall quality of the product ranks first as the feature of the products affecting the
consumers’ buying behavior and the last is popularity and familiarity of the product.
3. Among the different actions taken by respondents on the first entry of the product in the
market, the first to purchase ranks first and the early majority of purchaser ranks last.
4. The top 5 advertising techniques considered by the respondents as a source of information
and influence in their consumer buying behavior are emotional appeal , promotional
advertising, facts and statistics, bribe and unfinished ads. The use of endorsements by
celebrities is least advertising technique considered by the consumers.
Title of the Study: The Influence of Online Advertising on the Consumer Behavior of
Smartphone Customers
Writer: Alicia Sulayon, Jocelyn S. Emotin
Published When: May 31, 2021
Research Findings: Results revealed that online advertising is much evident perceived by the
customers. On the other hand, the consumer buying behaviour towards purchasing
smartphone is much observed. The statistical results further revealed that there was a
significant relationship between online advertising and consumer buying behavior of
smartphone customers.
Conclusion: The findings of this study revealed that online advertising and consumer buying
behaviour in purchasing smartphones are of high levels. A significant relationship between
online advertising and consumer buying behavior in purchasing smartphones was edivent.
Further, the result showed that necessity, pleasure, dominance, brand recall and stimulation
have significant relationship on consumer buying behavior in purchasing smartphones.
Lastly, among the five indicators stimulation, brand recall and necessity were found to have
significantly predicts consumer buying behavior in purchasing smartphones.
Title of the Study: The effect of product advertising on consumer buying behavior: the case
of medical students
Writer: Banda, Amina
Published When: 2022-06-11
Research Findings: Advertising has been discussed over centuries with the present era
witnessing the revolutionary change in marketing trends. Online marketing has come out to
be a source that saves cost and time. Online marketing also presents the availability of variety
of products. As the products are not physically available for physical verification, advertising
is a source that can affect consumer choice of products through attractive advertising. From
the findings, seventy two percent of medical students indicated that their purchase behavior is
affected by the price of the product and nineteen percent disagreed leaving eight percent
undecided. On product quality, fifty five percent indicated that product quality does not affect
their purchase decisions while about thirty percent agree leaving five percent undecided.
These findings are true to medical students.Businesses should not rely on the advertisement
itself to change the perception of consumers but should find ways in which consumers should
be interacted with using to know their needs. In this way, the marketing model such as AIDA
will be complete. This research study shows that businesses need to do more than just putting
an advertisement on electronic media platforms. Advertising has evolved and advanced,
partly through improved technology and access to advanced theories, methods, and
information. Though advertising may play a very significant role in influencing consumers
buying behavior by using AIDA, advertising message failed to affect the buying behavior in
that the intervening variables had an effect on the outcome of the dependent variable by
influencing on the outcome of the research study. It is evident that medical students failed to
make a purchase decision due to advertising confirming that Advertising does not positively
affect consumer buying behavior for medical students. For advertising to play its role,
genuine and informational needs satisfying customers should be of primary concern.
Businesses should not rely on the advertisement itself to change the perception of consumers
but should find ways in which consumers should be interacted with using sales promotions.
In this way, the marketing model such as AIDA where advertising creates attention, and
arouses interests, creating desire and drawing attention to the consumers will be complete.
Medical students at the Copperbelt University Ndola Campus need to have a feel of the
product in order for them to appreciate the price that is attached to it especially for the fact
that most of the students at the university are not yet employed and their response to the
advertisement has a bearing on their response because of their social status and economic
factors. 80 From the results of the study show that businesses need to do more than just
putting an advertisement on the internet or social media because advertising has evolved and
advanced, partly through improved technology and access to advanced theories, methods, and
information.
Conclusion: This research study was conducted on the effect of product advertising on
consumer buying behavior with respect medical students at Copperbelt University. Medical
students mostly are school leavers that depend on their families to take care of their needs
while pursuing their studies. In this regard, this research study can be helpful for advertisers
who target students in learning institutions that have students, like in the case of medical
students, who have no other source of income but rely entirely on their families for financial
assistance. Consideration of certain social factors should be reality as it may help advertisers
to understand what triggers a consumer’s intention to purchase a product. It can also
determine which element in advertising is most affecting and which has a comparatively
lower influence. Advertisers need to find out what makes the consumers demand for products
especially where consumers are students who may not have an income apart from that
coming from their parents or guardians. It can be seen from the research study that, on
average, advertising does affect the buying behavior of medical students. Advertisers may
need to tailor products that meet the social status of students if they are to maximize on sales
revenue. 82 It is therefore required of firms to make their prices affordable for consumers at
learning institutions. Advertising satisfies the needs of the firm as well as the wishes of
consumers therefore the advertising role can never be replaced by any other means in this
dynamic world. It is therefore a must for firms to strategize and know when and where they
should advertise to gain maximum returns.
Title of the Study: Impact of Advertisements on the Buying Behavior of rural consumers in
Laur, Nueva Ecija, Philippines
Writer: Nhina Ysabelle C. Braza, Andre John A. Manglicmot, Ma. Beatrice G. Tecson, Paul
Angelo D. Woo, Marie Abigail Posadas
Published When: 2022-03-30
Research Findings: Table 1 provides the detailed demographic information of the
respondents selected for the study. Gender, age, work, education, and income were the
variables used to create a profile of selected respondents. A total of 205 people was polled,
with 144 (70.2%) females and 61 (29.8%) males. The results disclose that majority of
the respondents are youths ages 18 to 27 (49.3%), outnumbering adults. 79 outof 205
respondents are employees (38.9%), 151 are undergraduate (76.6%), 145 of them have
monthly income of20,000-29,000 (72.5%). More than half of the respondents are not
decision-makers, with 62.4%.
Table 2 indicates the purchasing medium of rural consumers in Laur, Nueva
Ecija. Researchers asked respondents where they usually buy a product; most respondents
answered grocery store with 60.5%, followed by sari-sari store (5.30%) given that they
are in a rural area. However, the results contradict the claims of Pascual et al. (2020)
that consumers preferred buying from publicmarkets since consumers perceive that
products sold at public markets are cheaper and fresher.
Table 3 depicts the exposure of consumers to advertisements. Regarding
how often respondents see advertisements per day, they were given a choice from 1 to 3
times a day, 4 to 7 times a day, 8 to 11 times a day, or none at all. The results indicate that the
most they see an advertisement is 4 to 7 times a day.
Table 4 indicates that gender and buying behavior have no significant
relationship. Regardless of gender, an advertisement's effectiveness remains
consistent. However, according to a study conducted by MalgorzataKarpinska et
at., (2021), female respondents developed higher purchase intentions than males when
exposed to unfamiliar brands. Ourstudy replicated these effects showing more women
trusting advertisements and having higher purchasing intentions.
Table 5 indicates a significant relationship between age and the buying
behavior of rural consumers. The majority of respondents (101, or 49.3%) were between
18 and 27 years old, indicating that teenagers outnumber adults. The study demonstrates a
correlation between the younger demographics, namely, the millennials (21 to 27 years old)
and Gen Zs (18 to 20 years old), and the buying behavior. This analysis supports the
theory of Hoffman (2019) that the reception of advertising and its influence is
certainly dependent on a child's age and, consequently, on the degree of its emotional
and cognitive development. Moreover,considering the frequency of exposure to
advertisements, significantly, advertisements influenced these age brackets on social media.
This data suggests that media plays a massive role in shaping new consumer attitudes;
aggressive promotions and advertising are increasingly encouraging children and
adolescents to do shopping (Hoffmann, 2019).
Table 6 shows the effectiveness of advertisements for people in Laur Nueva
Ecija. The data suggests a significant margin of difference between undergraduate
individuals and college graduates. They further showed that younger individuals tend to
display a stronger purchasing behavior.Educational attainment plays an essential role in
influencing rural consumers' buying behavior, which explains that younger demographics
belonging to the undergraduate level (college undergraduate) were more susceptible to
affecting their buying behavior. This result provides a clear understanding of Mahto (2020),
stating how rural people's changing lifestyles and consumption patterns with the increase
in literacy levels on education and penetration of mobile, computer, and television
exposed to its rural scope.
Table 7 shows the relationship between monthly income and buying behavior.
The data interprets that income and buying behavior have no significant relationship.
Regardless of income level, rural consumers still purchase goods.
Table 8 reveals a significant correlation between the medium of advertisements and
the buying behavior of rural consumers. Advertisements according to our respondents.
The table shows that TV commercials fall behind with a reasonable margin showing the
effectiveness of Social Media against TV Commercials.The respondents drew a clear idea of
the current situation in Nueva Ecija. Social media and Traditional TV are the top 2 answers
with a clear margin against other choices. Social Media is the top choice shows the scope of
users of the platform in Nueva Ecija. According to a study by Gołębiewska et al. (2020),
Rural areas are at the forefront of Social Media exposure,the number of regular internet
users increased among residents of rural areas, and, in the rural population group, the
highest growth rate among people using social networking sites was recorded.
However, the research conductedin Lublin County showed a significant difference
in understanding the meaning of social media and potential powers between rural and urban
area dwellers.
Table 9 shows a significant correlation between the factors considered and the
buying behavior of rural consumers in Laur, Nueva Ecija. Before purchasing, these
consumers look into these factors, remarkably the price, brand, and availability. As
Hanaysha (2018) stated, severalfactorscan influence consumer behavior before making a
purchase decision. Therefore, understanding buying behavior is not easy; purchasing
either low-or high-value products does not matter for consumers since they spend less time
thinking about it as they prioritize their needs.
Conclusion: The objectives and questions from this paper were answered by the data
collected from the respondents. It helped the researchers determine the most effective
medium of advertisement, identify the effect of ads, and find out the factors and perceptions
that influence the buying behavior of rural families in Laur, Nueva Ecija.Fromthe survey
conducted to the residents of Laur, Nueva Ecija, price still plays a significant role in
rural consumers' buying behavior, supporting the idea that they are highly price-sensitive
consumers (Chhabra, 2018). From the study, one of the three fundamental goals of
advertising and marketing is to offer a reasonable price (Subbaiah and Sathish, 2017); it
is evident that the price of products was more valued when it comes to factors that affect
their buying behavior. Other demographics like occupation and income were not
significant in affecting their buying behavior which rejects the theory that more income and
employment opportunities in rural areas have increased the purchasing power of rural
consumers (Pant H., Pant P., & Joshi A., 2016). On the other hand, some demographics,
namely age and educational attainment, were also significant in influencing their
buying behavior which supports the theory of Mahto (2020), stating that age and
education level influences brand awareness factors. The respondents identified Social
Media as the most effective advertising medium before TV commercials. An important
eye-opener for the researchers was that rural consumers hold Social Media as their
most common source of advertisement like their urban counterparts. Theresult
contradicts the theory of Natarajan and Manimaran (2016) that TV is the quickest developing
and most popular mass medium in rural territories.The young demographic sector
indicates the prominence of online media usage, which lead to their advertisement
exposure which builds on the existing evidence of Subbaiah and Sathish (2017), that
younger generations are exposed to technological developmentand are likely to shift from the
traditional media to the new and evolving online and digital advertisements.
Title of the Study: Influence of TikTok Video Advertisements on Generation Z’s Behavior
and Purchase Intention
Writer: Clarisse Jane Araujo, Kaye Anne Perater, Alyanna Marie Quicho, Antonio Etrata Jr.
Published When: 2022-02-02
Research Findings: This study has revealed that emotional, entertaining, and informative
dimensions all have a significant effect on consumer behavior which leads them to like,
comment, and share across other platforms. TikTok video advertisements that fall under the
three dimensions have a positive impact on Generation Z's behavior. Thus, H1, H3, and H5
are accepted. Based on thestudy of Saxena et. al (2018), perceived entertainment and
informativeness are two of the factors that impact the value and influence consumer’s
attitude (Yang et. al, 2017) towards online video advertisement. When people are enjoying,
have trust and information towards video advertisements, it leads to positive consumer
behavior. Informativeness is also positively perceived by consumers because of its
association with trust and resourcefulness. (Hashim et. al, 2018) The study has also supported
that entertainmentenables consumers to be captured with the right message and value.
Moreover, studies by Nikolinakou and King (2018) indicated that emotional video
advertisement aids in connecting people in social media, which leads to sharing and
engaging. These strong emotions are utilized to capture attention and attain virality. The
results of the study also matched Kujur and Singh’s research (2018), who have concluded
that giving consumers peace of mind through positive emotions boosts the effectiveness and
information processing ability for advertisements. Both positive and negative emotions are
also proven to be influential in catching consumers’ attention and attitudes. Thus, advertisers
must utilize this to engage more with Generation Z viewers.The present study’s findings
emphasized that Generation Z felt positive and negative emotions toward TikTok
video advertisements, and they felt connected after watching it, which led to the
acceptance of H2. The emotional dimension positively affects purchase intention.
Thestudy’s results showed that products and services that are advertised on TikTok
increase Generation Z’s willingness to purchase. In addition, the TikTok advertisements aid
in convincing them to form intentin purchasing products that they do not initiallywant to buy.
Further, Generation Z also tends to recommend the products they saw on TikTok video
advertisements to their family and friends. This research is also confirmed by Asshidin et.
al (2016), astheir results showed that emotions play a crucial role in Malaysian consumers’
purchase intentions regarding American or local products. The article by Sriram et. al (2021)
also discovered that emotional advertisements have a substantial impact on Indian consumers'
intent to purchase. The authors pointed out that integrating emotional aspects in
advertisement content could lead to the creation of a connection with the audience.
PrakashYadav and Rai (2017) stressed that Generation Z consumes online content
highly, and they prefer to maintain a connection through accessible technology. In
addition, they shared that this generation’s social media use also covers emotional
comforts that strengthen their physical and mental well-being. This current work found that
the entertaining dimension does not positively affect purchase intention. Thus, rejecting the
study’s H4. The results of Jain et. al (2018), however, showed that entertainment has a
positive influence on consumers. This contrasts with the present study’s findings which are in
line with the study of Wijayaa et. al (2021), wherein they found that entertainment content
has no effect on the purchase intention of Indonesian consumers of smartphones. They
concluded that increasing entertainment would not significantly increase the consumers’
purchase intention. Further, the informative dimension also does not significantly affect
purchase intention, rejecting H6. However, this contradicts Dwidienawati et. al (2020)
that incorporating information on social media platforms positively impacts the users' online
buying decisions. Additionally, Hashim et. al (2018) affirmed that even though they found
significant effects of informativeness towards purchase intention, they stated that
information in mobile advertising that is disseminated to the audience at the wrong
time tends to result in low purchase product intention on online advertisement. This is
supported by Leong et. al (2021) that not all information on social media is useful to the
users as they tend to only focus on essential information that may potentially establish their
intent to purchase.Moreover, the research findings showed that consumer behavior positively
influences purchase intention, indicating the acceptance of H7. This revealed that the
respondents intend to base their purchase on the positivereaction and involvement of the
audience on TikTok advertisements, thereby implying that consumer engagement
influences their intent to purchase the advertised product in video advertisements.
According to Rahman et. al (2017), user engagement significantly impacts purchase intention
because audiences are more likely to purchase the product when they engage or
participate in any social media. Madlberger and Kraemmer (2019) discovered that the
online platform users' behaviors affect their intention to acquire the offering.
Furthermore, Coursaris et. al (2016) confirmed that the more engaged the user is in an online
platform, the greaterthe probability of forming positive behavior towards it. As a result,
their purchase intention and possibly their intent tocontinue engaging may be
influenced, which may eventually result in continuous positive purchase intention, user
engagement, brand attitude growth, and brand loyalty.
Conclusion: In this study, the researchers have examined whether TikTok video
advertisement dimensions: emotional, entertainment, and informative influence Generation
Z’s consumer behavior and purchase intention. Furthermore, this study also investigated
whether the consumer behavior of Generation Z positively impacts their intent to
purchase. The research findings revealed that all three video advertisement dimensions
significantly affect consumer behavior. However, it was discovered that only the
emotional dimension positively influences the respondents’ purchase intention out of
these three dimensions. With these results, it can be concluded that the three dimensions
affect Generation Z’s attitude and participation towards advertisements, but only emotionally
appealing videos increase their intention to purchase. The researchers propose that marketers
should increase their audience engagement in their TikTok video advertisements
through likes, comments, shares, views, and clicks. The results show that more engagement
and interaction among users positively affect their intention to buy.TikTok’s appeal to
Generation Z continues to be stronger as it provides a space that allows them to relate with
others and express their emotions. Brands and businesses must maximize this opportunity to
showcase their offerings through relevant, timely, and relatable short-form video
advertisements on TikTok, as Generation Z is passionate and vocal about their interests and
preferences. Moreover, the researchers can say that businesses planning to utilize
TikTok as their new platform for advertising must focus on the emotional involvement
that they can offer to consumers.
Title of the Study:
Writer:
Published When:
Research Findings:
Conclusion:
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