TIKTO K

PROMOTIONAL CONTENT AWARENESS AND PURCHASE INTENTION OF

GENERATION Z’s STUDENTS AT TARLAC NATIONAL HIGH SCHOOL
____________________

A Quantitative Research Presented to

MS. EMMA CONCEPCION V. ESPINO

12-Taylor
Accountancy, Business and Management
Senior High School
Tarlac National High School
Macabulos Drive, San Roque, Tarlac City

____________________

In Partial Fulfillment
of the Requirements for the Subject
Practical Research 2

____________________

PUSO LANG
James Gregory Alamo
Justine Barroga
Tricia Mae Ganabol
Aj Ilagan

October 2023
 Chapter 1
THE PROBLEM AND ITS BACKGROUND

Introduction

In a modernized world where everything is controlled by technology the

versatility and relevance of social media networking sites allow the users to dive into a

never-ending adventure of information and entertainment- including it as a marketing

tool (Gesmundo et al., 2022). Furthermore, in today's rapidly evolving digital landscape,

social media platforms have become powerful tools for communication, entertainment,

and marketing. TikTok, a short-form video-sharing app, has emerged as a dominant

force, captivating the attention of Generation Z, the cohort born between the mid-1990s

and mid-2000s.

With its engaging and innovative content format, TikTok has become a platform

where promotional content thrives, raising questions about its influence on Generation

Z's awareness and purchasing behavior. Individuals born from 1995 to 2010, commonly

referred to as Generation Z or Gen Z, are recognized as "digital natives" due to their

familiarity and proficiency with digital technologies. They are the first generation to

maximize the technology. Gen Z are both financially responsible and entrepreneurial.

Security is what Gen Z demands, but they also care about the environment. Compared to

earlier generations, Gen Z views diversity differently. With the influence of TikTok, the

consumptive behavior of customers becomes more common each day. It is said that a
person who is consumptive will be more focused on the desire to buy than the need to

buy (Erizal, 2020).

During the past years, TikTok maintained its popularity and still the most famous

position on every platform among teenagers. The application's popularity gave an

opportunity for users to obtain many followers, therefore, gaining the title of an

influencer. By this, companies took the advantage to collaborate with influencers in order

to advertise their products and services. Social media influencers have a direct

relationship in the purchase intention of consumers because of the fact that they ensure to

give consumers an honest review and informativeness about the particular product offer

(Dalangin et al., 2021).

In the Philippines, as in many parts of the world, the digital revolution has given

rise to a new generation of consumers and content creators who are defining the future of

marketing and advertising. This generation, known as Generation Z, has grown up in a

world where digital technology and social media play a central role in their lives. At the

forefront of this digital transformation is TikTok, a short-form video-sharing app that has

gained immense popularity in the Philippines. Furthermore, Promotional content on

TikTok is increasingly prevalent in the Philippines, with brands and influencers

leveraging its reach and engagement potential. Understanding how promotional strategies

affect awareness and consumer behavior is pivotal for local businesses (Tan & Santos,

2021). Almost all of Filipino’s who belong to generation Z have the TikTok application

on our mobile phones so this is one of the efficient methods or strategies to promote their

products /or services through online platforms. Moreover, now that TikTok opens its own

shop to the public, it would be much easier for the customers to make a purchase. Brands
can now embed their TikTok shop in short videos and live streams reaching more

audience. This platform does not only help in promoting the business but also in gaining

direct sales from the application (Mirasol, 2021).

Digital advertising has been proven to be really effective in these present times.

However, a successful advertising strategy should also be considered for the product

to boost its sales. Therefore, this research aims to identify the significant relationship of

TikTok promotional content awareness to Generation Z’s students purchase intention.

This also seeks to investigate the relation of short videos into the marketing and

promotional activities of a business and to the purchase intention of Generation Z.

Statement of the Problem

This research aims to determine the relationship of TikTok promotional content

awareness on Generation Z’s students purchase intention. Specifically, this research will

address the following questions:

1. How is TikTok promotional content awareness described?

2. How may the purchase intention of Generation Z’s Students be described in terms

of:

2.1 want,

2.2 interests, and

2.3 informativeness?
 3. Is there a significant relationship between TikTok promotional content awareness

and purchase intention of the Generation Z’s students at Tarlac National High School?

Hypothesis

H₀: There is no significant relationship between the TikTok promotional content

awareness and purchase intention of Generation Z students at Tarlac National High

School

Scope and Delimitation

This study is correlational research that focuses on describing the relationship

between TikTok promotional content awareness and Generation Z students’ purchase

intention. The study will be conducted throughout the First Semester of the School Year

2023-2024 from October 2023 to January 2024.

The target respondents are all of the Generation Z students at Tarlac National High

School. Further, the respondents in this study must also have TikTok application on their

mobile phones.

The research data will be based on a five-point Likert scale survey questionnaire

which will focus on describing the TikTok promotional content awareness and will find

out if there is a significant relationship between TikTok promotional content brand

awareness and the purchase intention of Gen Z students of the Tarlac National High

School.
 However, it is important to note that this study has certain delimitations. Firstly, it is

limited to Gen Z students at Tarlac National High School, which means the findings may

not be generalized to other age groups or educational institutions. Additionally, the study

will only focus on TikTok promotional content awareness and relationship on purchase

intention, excluding other social media platforms or factors that modify consumer

behavior.

Significance of the study

The study will be beneficial and helpful of the following:

To the E-Marketers. This study will benefit the E-Marketers by giving them insights

about promoting product through online platform to increase their sales.

To the TikTok promotional creators. This study can help them determine how the

promotional contents that they have created associates the intention of Generation Z to

purchase a product.

To the Social Media Influencers. This research will benefit the social media

influencers by giving them knowledge to enhance their contents and to persuade

Generation Z to purchase.

To the Business Owners. This research will help them to determine the factors that

influence the intention of Generation Z to purchase through promotional contents that

they can utilize within the business.

 To the Generation Z. This study will benefit the Generation Z by encouraging them to

purchase a product through online platforms. This will help them to understand that

social media platform can be a market place.

To the Other Generations. this study will also help other generations that even if

they are not used to live in modernization, they can also use it so that they can purchase

products or services.

To the Consumers. This study can help them to identify the elements that should be

considered with the intention of purchasing a product.

To the Academe. The results in this study will provide such information and

knowledge about the TikTok promotional content awareness and purchase intention of

Generation Z, and if these have a significant relationship

To the Future Researchers. This study will help future researchers to gain

knowledge and if there is an intention to pursue this topic it will help them so that they

can further investigate the gap of this study.

Definition of Terms

These following terms were defined in accordance with their conceptual and

operational meaning to have a working knowledge and better understanding of the

research study.
 Generation Z – In the context of this study, the Generation Z will be the respondents on

this research, the Generation Z are the young people have TikTok application in their

mobile phones. People who are born between the years of 1995-2010 are called

Generation Z or Gen Z who are also known as “digital natives”. (Mantooth & Linde,

2021).

Purchase Behavior – In the context of this study, this defined as the Behavior of

Generation Z in terms of purchasing a product. The way that people behave when they

purchase things, such as what they purchase where and when they purchase, and how

they spend (Cambridge Dictionary)

Purchase Intention – In the context of this study, the researchers defined this word as

the intent of Generation Z to purchase a product and how they become persuaded to

purchase. Purchase intention is used as a basis before consumers make real purchases

(Pandey & Srivastava, 2016).

TikTok Promotional Content – In the context of this study, the researchers defined

this word as the way on the online platform advertise the product to generation Z.

Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

 This chapter presents the related literature and studies collected after a thorough

search done by the researchers. The literature and studies in this chapter will address the

relevant topics, ideas, and concepts that will serve as a guide of the researchers to

understand and identify the current research. Further, this chapter also includes the

Theoretical Framework, Conceptual Framework, and Paradigm of the study.

Related Literature

Robert Tanner stated in his article titled “Generation Z: Who Are They and What

Events Influenced Them?” (2022), that members of Generation Z, those who were born

from 1995-2010, are considered digital natives since they have never known life before

the Internet and have no experience with a pre-digital period. Thus, they have a global

perspective wherein some global events have actively influenced how generation Z

perceives the world. Out of the 15 global events that shaped this generation, as

enumerated in the article, two of them focused on Social Networking and Smart Phones.

It further highlighted that while generation Z is financially responsible and have an

entrepreneurial mindset, they value security and a sustainable environment.

“TikTok made me buy it” (2022) based on this article by Bloomberg, Gen Z were

exposed to the internet as soon as they could wield a smartphone, members of Gen Z are

undoubtedly among the first group of true digital natives. But what distinguishes Gen

Z’ers from earlier generations is not simply how easily they can use digital channels; they

are also distinctive in where they choose to spend their time online. Numerous products

have been credited with becoming popular because of TikTok. Moreover, Gen Z is here

and eager to spend. With video views quickly turning into sales, the app is quickly
becoming one of the most crucial marketing tools that marketers have at their disposal.

According to data conducted by Bloomberg, Generation Z, often known as people born

between 1997 and 2012, currently make up a startling 40% of consumers worldwide.

Reviewing and critiquing the growing body of knowledge on consumer behavior

towards Generation Z is necessary given the market segment's rapid growth and the

importance of their demands and decisions. There have been some prior attempts to

review some of the aspects of consumer behavior of Generation Z, including consumers'

perceptions and expectations as well as the potential impact of those expectations on the

retailing industry in the years to come. Payment Options, Perceived Enjoyment, Peer and

Social Influence, Product Design, and Product Brand are among the most important

variables that Gen Z considers when making purchases, according to Cons-tantinos et al.

(2017) and Ashraf (2018).

In addition, Henry Bewicke summarized in his article “Gen Z consumer behavior:

What you need to know” (2022) the Generation Z’s consumer characteristics. when it

comes to the generation Z’s behavior in purchasing products, Gen Z consumers have

traits that represent their practical approach to money, education, and research. They tend

to analyze their alternatives carefully before making purchases. Additionally, they keep

in mind the significance of corporate social responsibility and brand integrity. As a result,

they have high standards for both product quality and customer service. Consequently,

since they have a significant impact on their parents' purchasing decisions and broader

product trends, Gen Zs have a lot of influence over the consumer market than their real

spending power would suggest.

 According to article of Matt Southern titled “TikTok A Key Part of Consumers’ Path

to Purchase” (2022). Now that the Chinese application TikTok is quickly rising to the top

of the list of platforms used by consumers to find new products and purchase them,

mentioned that TikTok is transforming the conventional way of purchasing products and

its influence is spreading beyond its platform and into the real world, specifically the

retail consumer journey.

Furthermore, according to this article also disclosed the stats results from the

TikTok Marketing Science Global Retail Path to Purchase Study. It was discovered that

37% of users found something on TikTok and purchased it right away, 35% of users buy

the products they see on the platform, 44% of users find products on TikTok through

brand-posted videos, 44% of users find products on TikTok through feed advertisements,

38% of users interact with brand-posted videos while actively researching similar

products, and 24% of users interact with feed advertisements while actively researching

products.

Further, an article by AnyMind entitled “Social media influencer marketing in the

Philippines” (2020). As the number of internet users in the Philippines are continuously

growing over the years having an identical value of active social media users, brands and

businesses have started to incorporate influencer marketing because of its stable

development that has a great effect on businesses, as more individuals began using social

media, it created a way for both the brands and the influencers to be known by the public.

Influencers who are constant in creating high-quality content have the most sway over

their following. This means that delivering high-quality content should be given focus as
this will make the brand stand out more for the fact that influencer marketing is

increasingly being acknowledged as a key component of marketing strategies.

Moreover, Manila Standard Digital’s article entitled “Filipinos’ online shopping habits

continue even during return to physical stores” (2022), stated that even though shopping

on physical stores stays slowly going back, the pattern of online shopping developed

during the global pandemic is being considered by many people to be their purchasing

method. In a survey conducted last December 2021, the rate of Generation X and Baby

Boomers buying through online platforms increased while most of the Generation Z and

Millennials are making their purchases on social media. It was shown in the result that

most of the social shoppers have made transactions after seeing a product in an

advertisement or chose to buy products from brands collaborating with content creators

and influencers that are reliable for them. Finally, shoppers preferred buying online since

it is more convenient and they can communicate with brands through messaging.

Furthermore, an article from The Manila Times entitled “Shop, sell and be entertained

on TikTok Shop” (2022), as TikTok freshly introduce its online store to Filipino users,

TikTok Shop, it is seen to be patronized by many people according to its rapid growth in

just a short period of time. This platform allows brands and small businesses to

merchandise their products to the public in the form of promotional contents, live streams

or through the brands’ shop feed. An established brand in the Philippines highlighted the

circumstance that they have encountered with this new platform as their sales boost from

the last months with the help of the applications vouchers and discounts offering.

As stated in Mirasol’s article titled “TikTok users discover brands and make

purchasing decisions on the video-sharing platform” (2021), now that TikTok shops may
be included, brands can reach a wider audience with their short videos and live

broadcasts. It will be much simpler for users to make purchases now that TikTok has

opened its own store to the public at large. This platform assists with direct sales from the

application in addition to business promotion.

Additionally, according to an article by INQUIRER.net titled "TikTok predicts

Shoppertainment to dictate purchase trends in PH mega sales" (2021), TikTok has

quickly emerged as the preferred tool for consumer discovery. Users have been able to

discover new brands and products and shop impulsively thanks to the platform's content,

even when they had no intention of doing so. The majority of all social media platforms,

89 percent of TikTok users admitted to making an impulsive purchase after watching a

TikTok video. Half of users said they discovered new brands or products while using the

app. Additionally, the trending hashtag #TikTokMadeMeBuyIt has amassed an

impressive 3.6 billion views, demonstrating the app's potential to facilitate discovery.

Users showcase items they purchased after viewing a video on the platform.

Related Studies

A. Foreign

In accordance with the findings of Dirir, S.A. (2022) in this study titled “Investigating

the impact of TikTok on the generation Z buying behavior and their insight of selecting

brands”, the findings showed that Gen Z is the most prevalent demographic within the

application, making them an excellent target market for the business. Furthermore, the

results show that Gen Z has a high level of trust for their favorite influencers because

70.8% of participants said they find the influencer credible enough to follow his advice
 regarding consumption. Because of the nature of this research, a qualitative method has

been adopted to analyze the experience and view of generation Z on TikTok. As stated

in the study, The purpose of this research is to investigate how social media especially

using the application TikTok affects the Gen Z’s buying behaviors and their perception

of the brand. Gen Z was the main focus, and an analysis of the results shows that they

are influenced by TikTok influencers when it comes to making purchasing decisions.

For the sample design, a questionnaire was chosen to collect their responses.

Moreover, the researcher selected a questionnaire to collect the data. The sample size

will include 120 participants. And their age will vary between 15 to 25.

Dirir, S.A (2022) Aims to investigate how TikTok affects the Generation Z’s buying

behaviors and their perception of the brand. This present study aims to identify the

relationship between TikTok promotional content awareness and purchase intention of

Gen Z’s students. As stated in the study of Dirir Gen Z was the main focused, and an

analysis of the results shows that they are influenced by TikTok Influencers when it

comes to making purchasing decisions. In opposition to, this recent study, focused on the

TikTok promotion content awareness to Gen Z students. In research design the former

study used a descriptive-correlational. While this study used Correlational research

design to determine the significant relationship between the two variables. In Collecting

data, both previous and recent study used standardized survey questionnaire. However,

the sample size of previous study will include 120 participants and their age will vary

between 15-25. On the other hand, the recent study will include respondents all Gen Z’s

students that uses TikTok application at Tarlac National High School.

 According to the findings of Hoàng, C. L et al. (2022) in their study about The Impact

of TikTok Advertising on Young People's Online Shopping Behavior During the Covid-

19 Pandemic, the level of online shopping and interest in TikTok frequently focuses on

females, and this is because females have more needs than males. This study was

conducted to determine the factors affecting attitudes towards TikTok ads and their

impact on young people’s online purchasing behavior in Ho Chi Minh City during the

Covid-19 pandemic. This study used both qualitative and quantitative methodologies.

The qualitative research focused on young people's attitudes on TikTok advertising and

online shopping behavior. The Technology Acceptance Model and Theory of Planned

Behavior provide the basis for the research framework. In addition, the quantitative

methodology was conducted by Statistical Package for the Social Sciences and Analysis

of Moment Structures software to identify the relationship between Criterion variables

and Predictor variables as well as examine differences in online shopping behavior

according to demographic variables. According to this study, advertisements have a

significant impact on TikTok purchases. According to the findings of this study, four

factors influence customer attitudes toward TikTok ads: informativeness has the greatest

impact, interaction, entertainment, and attitude.

Hoàng, C. L et al. (2022) This study of Hoàng, C. L et al. it aims to identify the factors

influencing young people’s attitudes towards TikTok ads and their impact on their online

purchasing behavior. While this recent study aims to investigate the significant

relationship between TikTok promotional content awareness and purchase intention of

Gen Z’s students. The study of Hoàng, C. L et al. mixed methods as stated in the study

the researcher used qualitative approach focused on young people’s attitudes on TikTok
advertising and online shopping behavior. While the quantitative approach aims to

identify the relationship between the two variables used in the study. The present study

will also use Quantitative approach and Descriptive-Correlational research design to

investigate the relationship of TikTok promotional content awareness and purchase

intention with three sub variables which is wants, interests, and informativeness. In locale

of the study, the previous was conducted in Ho Chi Minh City, Vietnam. While the recent

study was conducted at Tarlac National High School Brgy. San Roque, Tarlac City,

Philippines.

Furthermore, the research of Ngangom entitled, "How TikTok has Impacted

Generation Z's Buying Behavior and Their Relationship with Brands" (2020), sought to

explore the trend of TikTok and how it has affected the Generation Z's buying behavior.

It is qualitative research where ten participants aged 18 to 23 were interviewed. Thematic

coding has been used to analyze the data, and the six-phase analysis helped to identify

various patterns and themes. The research's conclusions and insights may help academic

researchers and industry professionals design marketing plans that will appeal to younger

consumers. The experiences of all ten participants on TikTok show that purchasing

behavior was significantly influenced. These young people have been indirectly

influenced to watch content of people recommending or testing out things by the

algorithm's bias for popular videos and personalized content. According to the research,

challenges, sponsored promotions, and even paid commercials on TikTok exposed

generation Z to companies. Although user generated content from other users was the

driving force behind them changing their thoughts on some brands, branding may have

had an impact on their perspectives. Following their consumption of material on TikTok,

Gen Z's buying behavior revealed that more than half of participants were driven to buy

things and had already made many purchases.

Ngangom (2020) This study of Ngangom used qualitative research as research

methodology while this present study will use quantitative research methodology to

investigate the significant relationship of two variables. Both former and present study

use the variable TikTok and Generation Z as a respondent. However, the previous study

focuses on the buying behavior while the present study will focus on the purchase

intention as their predictor variable.

Moreover, this thesis examining Generation Z's unique relationship with the social

media network TikTok is the goal of this, especially in light of the platform's marketing

capabilities. This research of Rezek entitled, "How Brands Go Viral: An Analysis of

Successful Brand Marketing on TikTok with Gen Z" (2022) aims to investigate the social

media usage patterns and opinions of Generation Z, survey, and interviews were done.

According to the data, people of the target generation are more likely to use and trust

highly visual platforms like Instagram and TikTok. These patterns suggest that

companies who want to appeal to this generation should learn how to effectively use

these platforms. This study aims to investigate whether TikTok is essential for a brand's

marketing mix when aiming to appeal to Generation Z consumers.

Rezek (2022) This study of Rezek examines Generation Z’s relationship with the social

media network. While, the recent study will only focus on the Generation Z’s purchase

intention with TikTok promotional content awareness. Former study conducted

journalistic interview and survey, while this present study will use standardized survey

questionnaire as research instrument.

 According to the study of Ellen Johansson et al. (2023) “TikTok Made Me Buy It.”

This study investigates the impact of trustworthiness, perceived expertise, and parasocial

relationships on Swedish consumers' purchase intentions on TikTok, focusing on

influencer marketing. The problem addressed in this study is the lack of understanding of

consumer behavior on TikTok in the context of influencer marketing. The study aims to

understand the factors that influence consumer behavior on TikTok and its impact on

purchase intentions, using the theory of persuasion. The method used in this research is a

quantitative study where the authors used a survey method to collect primary data from

138 Swedish consumers.

Ellen Johansson (2023) This study conducted by Ellen Johansson is quantitative

experimental approach. The former researchers conducted the study in Sweden. While,

the present study conducted in Philippines. In sample size, the former study has a small

sample size while the present study has many sample size which is three hundred

seventy-seven (377). The former study's results can guide marketing professionals and

influencers to develop effective influencer marketing strategies on TikTok. While the

present study’s result can help the Generation Z to determine the significant relationship

of TikTok promotional content brand awareness and purchase intention.

B. Local

According to the research of Gesmundo, M. A. G. et al. entitled, “TikTok as a

Platform for Marketing Campaigns: The effect of Brand Awareness and Brand

Recall on the Purchase Intentions of Millennials,” (2022) the impact of brand

awareness and recall on Millennials' purchasing intentions as a result of marketing

 campaigns they see on TikTok. The rise of this fast-paced, fast moving social

media platform has created a whole new world of marketing opportunities for

businesses. According to the study's findings, while TikTok marketing campaigns

have a significant impact on millennial brand awareness, they have no effect on

millennial brand recall.

Gesmundo, M. A. G. et al. (2022) This study of Gesmundo, M. A. G. et al.

has a different respondent in the present study. The respondents of the former study

are the millennial generation. While the present study, the researchers chose the

Generation Z as respondents.

Further, the study of Araujo, C. J. et al entitled, “Influence of TikTok Video

Advertisements on Generation Z’s Behavior and Purchase Intention” (2022), TikTok, a

popular social media platform owned by ByteDance, has become more integrated into

various marketing strategies due to its rapidly growing market and engagement reach.

With Generation Z users dominating the platform, content creation for short-form videos

focuses on capturing their attention and raising their awareness. This study investigated

what influences users' behavior and perceptions when they are exposed to emotional,

entertaining, and informative TikTok advertisements, and how these influence the

associations they form with the videos in terms of their purchase intention. The

researchers used an online survey questionnaire to collect the necessary data, and a

purposive sampling method was used to identify 386 male and female TikTok users, aged

18-24 years old, residing in Metro Manila, Philippines. The data was analyzed

quantitatively using a descriptive-correlational design and the statistical tool Partial Least

Squares Structural Equation Modeling (PLS-SEM). The emotional, entertaining, and

informative dimensions of TikTok video advertisements have been found to positively

influence consumer behavior. Out of the three dimensions, only the emotional dimension

has a positive effect on purchase intention. This study also discovered that Generation Z's

consumer behavior has a significant impact on their purchase intention.

Araujo, C. J. et al (2022) This study of Araujo, C. J. et al. and recent have a similar in

predictor variable which is purchase intention. However, the future study had a three

differ sub variable in purchase intention and that is wants, interests, and informativeness.

In collecting data, former and present study used a quantitative approach and used a

Correlational research design. However, former was also used a descriptive research

design and the statistical tool Partial Least Squares Structural Equation Modeling (PLS-

SEM). Both studies conducted in Philippines, the former was in Manila and the recent

was in Tarlac City. In collecting data both former and present researchers used a survey

questionnaire tool to collect the necessary data.

The research of Jordan, M. D. S. et al entitled, “TikTok as a Platform for Marketing

Campaigns: The effect of Brand Awareness and Brand Recall on the Purchase Intentions

of Millennials” (2022), social networks are created by modern people to connect. Today's

culture is characterized by a digital social landscape that facilitates communication while

offering ease and effectiveness. TikTok is a social networking platform that enables users

to create and consume material as they like using its extensive and varied video library.

The researchers gave careful thought to this feature, which inspired them to investigate

the effectiveness of marketing strategies developed for TikTok. The goal of this study

was to investigate the impact of brand knowledge and brand memory on Generation Z’s

purchase intentions in a more profound way because so many brands are using TikTok to
track down customers. This study found that, as opposed to improving brand memory,

marketing activities can significantly influence brand awareness among millennials .

Jordan, M, D, S. et al (2022) This study of Jordan, M, D, S. et al is similar to future

study in two variables which is TikTok promotional content awareness and purchase

intention. In choosing a respondent’s the previous study surveyed a group of millennials,

ranging from 25 to 40 years old. While the recent study selected Gen Z students ranging

from 12-19 years old. The design utilized for the previous study is descriptive-

quantitative research. On the other hand, the recent study used Correlational-Quantitative

research. In Employing a sampling, the previous researcher has similarities in recent

study that both used a non-probability sampling technique, the former used Convenience

sampling. While the recent will use Probability simple random sampling.

Moreover, according to the study of Islamia (2022) “Effect of Social Media Influencer

Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility.” a

new digital marketing tool that has emerged today is that of social media influencer

marketing. Social media influencers are those individuals who shape consumers’

perceptions regarding a brand or product through photos, videos and other updates on

social media platforms. This research paper is an attempt to identify the effect of various

attributes of social media influencers on their credibility and eventually on purchase

intention of consumers in Delhi NCR, India. An online questionnaire was used to collect

data through Google Forms and the size of the sample was 76. Quota sampling technique

was used, and structural equation modelling through SmartPLS 3 was used for data

analysis.
 Islamia (2020) This former study conducted by Islamia utilized online survey

questionnaire to collect data and through online application which is Google Forms.

While the present study will conduct in person survey questionnaire with use of pen and

paper. In sample size, the present study is more accurate in collecting data than the

former study. The former study of Islamia has only 76 respondents while the present

study has 377 respondents. The study of Islamia used non-probability Quota sampling

while the present study used probability simple random sampling.

Several studies are related to the current study has shown similarities and differences

between TikTok promotional content awareness and purchase intention of the Generation

Z. The studies addressed presentation how variables correlate with one another and in

different context and respondents. Further, with these previous presentations, it can help

the researchers to determine how TikTok promotional content awareness correlate with

purchase intention of the Generation Z’s students.

Theoretical Framework

The Social Cognitive Theory developed by Albert Bandura, provides a foundation for

understanding how individuals learn and model behavior through observation and

imitation. In the context of TikTok, Gen Z users are exposed to various promotional

content, and their awareness and engagement are persuaded by observational learning and

social modeling.

This uses and gratification theory explores why individuals choose specific media and

content for their own gratification. In the context of TikTok, Gen Z users may engage
with promotional content seeking entertainment, information, social interaction, or

personal identity fulfillment, which they gain interest in purchasing.

This Generation Z theory is applicable and aid this study as its special relationship with

technology and social media, and its value, as well as how this generation may form and

practice social interest (Anthony,2015). The researchers included the Generation Z’s

theory to determine the purchase intention of Generation Z towards TikTok promotional

content awareness.

Conceptual Framework

This conceptual framework serves as a roadmap for investigating the complex

dynamics between TikTok promotional content awareness and purchase intention within

the context of Generation Z. It enables researchers to structure their study and contribute

to a deeper understanding of how social media platforms like TikTok persuade consumer

behavior. This represents the study between TikTok promotional content awareness and

purchase intention of Generation Z’s Students. The researchers used POM Model to

illustrate the paradigm of the study.

The presented literature and studies in this chapter have discussed different context,

ideas, and concepts and relation in both variables which TikTok promotional content
awareness and purchase intention, but none of them has comprehensively investigated in

this specific context which served to the researchers as a gap of the study.

As seen in the Figure 1. The first component is TikTok promotional content awareness

and this intends to provide description and explanation about the awareness of

respondents. The second component in the paradigm of the study is the Purchase

intention and it has 3 sub-variables which is Wants, Interests, and Informativeness of

Generation Z’s students at Tarlac National High School. The researchers intend to

provide a description as well as thorough explanation about Generation Z’s students

purchase intentions through TikTok promotional content awareness. Additionally, in

collecting data the researchers will analyze and determine whether these variables,

TikTok promotional content awareness and Purchase intention, have a significant

relationship between the two variables.

This is where the study is anchored.

Purchase Intention
TikTok • Wants
Promotional • Interests

Content Awareness • Informativeness

Figure 1. Paradigm of the Study

 Chapter 3

METHODS OF STUDY AND SOURCES OF DATA

This chapter’s information focuses on the presentation of the research methods and

procedures that used by the researchers to determine and provide answers to the research

problems formulated for investigation. Specifically, the research design, respondents,

research locale, research instrument, validity and reliability of research instrument,

methods of gathering data, ethical considerations, and statistical treatment will be

discussed in this chapter.

Research Design

This study is a quantitative method of research that will use a standardized survey

questionnaire to gather data on TikTok promotional content awareness and Purchase

Intention of Generation Z’s Students. It will utilize a descriptive-correlational design.

Descriptive correlational design is used in research studies that aim to provide static

pictures of situations as well as establish the relationship between different variables

(McBurney & White, 2009). The purpose of the study is to analyze the relationship

between TikTok promotional content awareness and Purchase Intention of Generation

Z’s Students. The descriptive survey design will be used to gather data on TikTok

promotional content brand awareness and Purchase Intention of Generation Z’s Students.

The researchers are able to discover, identify, describe, and aid the existing state of the

variables chosen by the researchers with the use of this research survey design.

Although quantitative research is the primary research method, descriptive research

designs use a variety of qualitative and quantitative data to collect information and make

precise predictions about a given problem or hypothesis.

Furthermore, correlational research design is used to determine the relationship of

the two variables which are TikTok promotional content awareness and purchase

intention of Generation Z Students.

Respondents

The respondents chosen by the researchers in this study will be all of the Generation Z

students at Tarlac National High School. The researchers will consider only those who

have TikTok application on the mobile phones.

The researchers will utilize an online sample size calculator or software-based sample

which is SurveyMonkey in selection method to find out the suitable sample size in this

study. As a result, a minimum of three hundred seventy-seven (377) all Generation Z

students will be selected to sample size in this study from the twenty-thousand (20000)

population of Generation Z students at Tarlac National High School. To successfully

respond to the statement of the problem present in this study, the researchers must be able

to point out that TikTok promotional content brand awareness have the potential to

provide the answers expected in this study.

Therefore, a probability simple random sampling method will be employed to select

respondents who are the target population of all Generation Z Students at Tarlac National

High School.

Research Locale

The Tarlac National High School in San Roque, Tarlac City, will be the locale of the

study. The area is suitable for the study of the researchers. Given that this school have

the most students, Tarlac National

High School is the ideal location to

collect sample data. Additionally,

Tarlac National High School was

chosen because it is easily accessible, which will help the researchers to spend less time

and effort in gathering data that most accurately represents the target respondents.

Figure 2. Locale of the Study

Research Instrument

This study will utilize a standardized survey questionnaire in collecting the

necessary data. As shown in Appendix A, the survey is divided into two (2) sections:

TikTok Promotional Content Brand Awareness and Purchase Intention. The first section

is adapted from Gesmundo et al. This study is all about “The effects of brand awareness

and brand recall on the purchase intentions of Millennials.” Which contains questions

that will help in gathering the information about TikTok Promotional content awareness

of respondents. Whereas the second section will determine the purchase intention of the

respondents that is adopted from the former studies of Persson and Johansson, Manran,

and Nguyen et al. to determine the purchase intention of the respondents. In second

section it has 3 parts. A is Wants and it is adopted from study Persson and Johansson, B

is Interest adopted from the study of Lu Manran, and C is Informativeness adopted from
the study of Nguyen et al. To avoid plagiarism the researchers will seek permission to the

authors by sending message in email and that is seen at Appendix D.

Moreover, the respondents are expected to give their honest responses regarding the

standardized survey questionnaire on a five-point Likert scale ranging from 5 Strongly

agree to strongly disagree, with the five-point signifying Strongly agree 5, Agree 4,

Neutral 3, Disagree 2, Strongly disagree 1.

Validity and Reliability of Research Instrument

A face validity analysis will be conducted in this study to determine whether the

survey questionnaire is appropriate to use in this study as well if it is relevant and capable

to answer the questions.

This study will adopt the questionnaire from Gesmundo et al., Persson and Johansson,

Manran, and Nguyen et al. As the previous researchers have already validated and used

this instrument in their research to gather data, this research instrument is already

considered reliable. The result of this survey questionnaire demonstrates the validity and

reliability of the research instrument chosen by the researchers. Additionally, this study’s

questionnaire can be used as a tool for collecting data.

Method of Gathering Data

Before the researchers proceed in gathering data, the researchers will initiate the

process by seeking formal permission from school heads, specifically to the research

adviser, school principal, and assistant principal. After approving the permit to conduct
study the researcher must have a hard copy of it so as to ensure that the research topic and

gathering data procedure will be formal, the researchers shall show the approved permit

to conduct study to the participants before the respondents answer the survey

questionnaires.

The researchers will prepare the consent and other documents needed to be signed by

the respondents and confirming agreement before proceed in answering the adopted

survey questionnaires. It is important to assure the respondents about the confidentiality

and anonymity of their identities and responses, emphasizing that the data collected will

be used exclusively for research purposes only in accordance with the study’s objectives.

Moreover, the survey will be distributed in-person to Generation Z’s students at Tarlac

National High School, using pen and paper. This process will be executed within a

limited timeframe, with the target of collecting responses from three hundred seventy-

seven (377) respondents, as specified in the Respondents section of this paper. After

collecting data is already completed, the researchers will input the data in application

which is Microsoft Excel to be convenient in calculating and manipulating the data.

Ethical Considerations

The researchers examine the relationship of TikTok promotional content brand

awareness and purchase intention of Generation Z at Tarlac National High School and

acknowledge the need to prioritize ethical considerations throughout our study.

The researchers will ensure the voluntary participation and informed consent of all

respondents, the protection of their privacy and confidentiality of the data collected. The
study’s purpose and objectives will be fully explained to the respondents to consider the

ethical regulations and guidelines.

Statistical Treatment

The data will be gathered from three hundred seventy-seven (377) Generation Z

students at Tarlac National High School, who will be chosen randomly.

To answer the questions posted in the statement of the problem, the researchers will

analyze the data using descriptive statistical tools, particularly mean and Pearson's r. The

tabulation, processing, and analysis of the data will subsequently be completed using

Microsoft Excel Analysis Toolpak. The variable one which TikTok promotional content

awareness will used Pearson Product Moment Correlation Coefficient as a inferential

analysis to measure and determine the significant of relationship of variable one to

another. The variable two which Purchase intention has three (3) sub variables which

wants, interests, and informativeness will used mean as descriptive analysis to determine

the purchase intent of Generation Z.

The five-point Likert scale, interpreted as strongly agree (5), agree (4), neutral (3)

disagree (2), and strongly disagree (1), will be the descriptive analysis tool used to

accurately derive a statistically acceptable measurement of the responses in sections one

and two: TikTok promotional content awareness and Purchase intention.

The following Point Interpretation Scale range are the verbal

interpretations of 5 Strongly agree 4.51 - 5.00 the mean.

4 Agree 3.51 - 4.50

3 Neutral 2.51 - 3.50

2 Disagree 1.51 - 2.50

1 Strongly disagree 1.00 - 1.50

 Table 1. Mean

Once the weighted mean is derived, the linearity of TikTok promotional content

awareness and purchase intention, defined by the strength and direction of their

relationship, will be assessed using the inferential analysis tool, Pearson Product Moment

Correlation Coefficient; the researchers will determine the correlation of each component

of purchase intention which wants, interests, and informativeness.

The following are the verbal interpretations of the Pearson Product Moment

Correlation Coefficient.

Table 2. Pearson Correlation Coefficient

Size of Correlation Interpretation

0.90 to 1.00 (-0.90 to -1.00) Very high positive (or negative)

correlation

0.70 to 0.90 (-0.70 to -0.90) High positive (or negative) correlation

.50 to 0.70 (-0.50 to -0.70) Moderate positive (or negative)

correlation

0.30 to 0.50 (-0.30 to -0.50) Low positive (or negative) correlation

0.00 to 0.30 (-0.00 to -0.30) Very low positive (or negative)

 correlation

The probability value or p-value will then be calculated using the Social Science

Statistics calculator to evaluate if the relationship is statistically significant. If the p-

value is less than the alpha level (p < α), the relationship will be considered

statistically significant and the null hypothesis will therefore be rejected. However, if the

p-value is greater than the alpha level (p > α), the null hypothesis is otherwise

accepted, indicating that the result is not statistically significant.

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Appendix A
QUESTIONNAIRE

Name: ________ (Optional)

Directions: Please check the box that best represents your level of agreement with the

following statements, ranging from strongly agree (5), agree (4), neutral (3) disagree (2),

and strongly disagree (1).

Part. I TikTok Promotional Content Awareness

5 4 3 2 1
1 I believed TikTok positively affects my
purchase intention toward a brand

2 I am more than willing to purchase a

brand due to its attractive campaigns
on TikTok

3 I am more than willing to purchase a

brand due to its memorable campaigns
 on TikTok

4 I decide whether to purchase the

brand I watched from TikTok

5 After watching a video from TikTok, it

led me to purchase a brand

6 I purchased the brands that have

established a strong awareness in my
mind

7 I purchased the brands that have

established a strong memory/recall in
my mind

8 I consider TikTok when I decide

whether I will purchase a brand

9 TikTok can influence consumers

regarding their purchase intention

10 TikTok is platform that can be used for

brands to raise awareness and
establish brand recall to influence
consumer’s purchase intention

11 I have seen numerous brands using

TikTok

12 I have seen popular brands use TikTok

to promote their product

13 I know all the brands I seen on TikTok

14 A brand can easily catch my attention

if it is uses TikTok

15 I am familiar with brands I watch on

TikTok

16 Because TikTok, I became aware of

brand I was not aware of

17 I decide whether to purchase a brand

after being aware of it through TikTok

18 TikTok is a platform that can help

brands raise awareness
Part II. Purchase Intention
A. Wants

5 4 3 2 1
1 I tend to buy products from TikTok’s
promotional contents because I just
want it and I must have it.

2 I tent to buy products from TikTok’s

promotional content because I just
want to try it

3 I tend to buy products from TikTok’s

promotional contents after finding
out that the products are on sale.

4 I tend to buy products from

TikTok’s promotional contents after
finding out that the products have
free shipping.

5 I tend to buy products from TikTok’s

promotional contents when I know
my friends have that product.

6 I tend to buy products from TikTok’s

promotional contents without
thinking it through.

B. Interest

5 4 3 2 1
1 I got interested in
buying products
because of a TikTok
 influencer who I like.

2 I got interested in
buying products
because the
influencer is
knowledgeable and
honest about the
product he or she is
promoting.

3 I got interested in
buying products
because the
influencer is effective
in promoting
products.

4 I got interested in
buying products
because the
influencer is creative
when it comes to
content creation
when promoting
products

5 I got interested in
buying products
because the
influencer is up-to-
date with the trends
that he or she
promotes.

C. Informativeness

5 4 3 2 1
1 I will buy products from TikTok’s
promotional contents because it
is a good source of information.

2 I will buy products from TikTok’s

promotional contents because it
provides relevant information.

3 I will buy products from TikTok’s

promotional contents because it
provides practical information
about products I have yet to try.

4 . I will buy products from

TikTok’s promotional contents
because I trust the information
provided on this platform more
than any other similar platforms
(YouTube, Pinterest, and
Facebook).

5 I trust TikTok’s promotional

contents because of its accurate
information.

6 I trust TikTok’s promotional

contents because of the
product’s positive reviews and
feedback.
 Appendix B
TABLE OF CONSTRUCT

Table of Construct for Quantitative Research

Relationship of TikTok promotional content brand awareness and Generation Z students

Statement of the Problem Variables Item Placement in Research

Instrument

How is TikTok promotional

content brand awareness in
TikTok promotional content Part I. No. 1-18
terms of;
brand awareness
How is Purchase Intention of Purchase Intention Part II.
Generation Z’s Students in
A. Wants A. No. 1-6
terms of;
B. Interests B. No. 1-5
2.1 Wants;
C. Informativeness C. No. 1-6
2.2 Interests;
2.3 Informativeness?

Appendix C
PERMIT TO CONDUCT THE STUDY

Appendix D
EMAIL TO THE AUTHORS