Demographic Profile and TikTok Usage

The foundational element of this framework revolves around studying the traits
of the participants. This includes factors such as their gender, generational
classification (Gen X, Gen Y, Gen Z), and their highest level of educational
achievement. Additionally, it delves into their patterns of using TikTok, examining
how frequently they engage with the platform and the amount of time they dedicate
to it.

Brand Awareness and Brand Recall

The second crucial aspect of this framework focuses on how individuals
perceive TikTok as a channel for marketing endeavors. This involves assessing two
vital dimensions: brand awareness and brand recall. Brand awareness measures the
degree to which respondents are familiar with brands advertised on TikTok. This
encompasses whether they have come across various brands and whether TikTok has
introduced them to brands they were previously unaware of. Brand recall,
conversely, evaluates how promptly respondents can recollect and associate specific
brands with TikTok advertisements, even when some time has passed since viewing
them.

Purchase Intentions
The ultimate objective of this study is to explore how these components
influence respondents' intentions to make purchases. Purchase intention serves as
the primary focal point, revealing whether respondents are inclined to make buying
decisions based on their exposure to brands on TikTok. This metric gauges TikTok's
effectiveness as a platform for marketing and its impact on consumer behavior.