TikTok as a Platform for Marketing Campaigns: The effect of Brand Awareness and Brand Recall on the Purchase Intentions of Millennials

Abstract

Modern individuals create social networks to connect. A digital social landscape now exists within the society that enables interactions while providing convenience and efficiency. A social media platform called TikTok consists of comprehensive and diverse videos that empower users to upload and watch content as they desire. The researchers highly considered this feature which led them to explore the deliverance of marketing campaigns created on TikTok. In a more profound sense, since countless brands are scrutinizing TikTok to gather their consumers, the purpose and objectives of this study determined the effect of brand awareness and brand recall on the purchase intention of millennials. This study incorporated the Attention, Interest, Desire, and Action (AIDA) Model and Selective Exposure Theory (SET) to serve as the foundation of the analysis. The study employed descriptive causal analysis. The study surveyed a group of millennials, ranging from 25 to 40 years old, who currently reside in the Philippines' National Capital Region (NCR). The researchers distributed the survey through Google forms and then utilized frequency and percentage distribution, mean and standard deviation, and PLS-SEM to analyze the results. This study determined that marketing campaigns can largely input brand awareness among millennials compared to enhancing their brand recall. Furthermore, marketing campaigns trigger their purchase intention. This study is deemed a resource to business owners, marketing students and professionals, and academic institutions that hope to generate further information on the existence of TikTok and its marketing advantage.