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THE EFFECTIVENESS OF TIKTOK FOR PROMOTIONAL EFFORT
TOWARDS PRODUCTS AMONG YOUNG ADULTS IN SELECTED AREAS
OF MANILA DURING THE SECOND QUARTER OF 2021
A Research Project
Presented to the
Senior High School Department
Chiang Kai Shek College
In Partial Fulfillment
Of the Requirements of the Degree
Senior High School
by
Christine Joyce Brito
Mikolo Rance Chen
Kate Cassandra De Ramos
Marc Clifford Hui
Manly John Hui
March 2022
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ACKNOWLEDGEMENTS
First and first, we researchers would like to express our heartfelt
gratitude to God Almighty for equipping us with the capacity, guidance, and
tenacity to fulfill and achieve our study to the best of our abilities. The output of
this thesis would not have been possible without the participation of the
respondents, whose identities must be properly kept confidential and handed with
strict discretion. Their contribution to the study is immensely valued and
recognized. The researchers would also like to extend their sincerest gratitude and
appreciation to individuals who encourage and mentored us in accomplishing our
research.
To Sir Ezekiel Nemis, for being our adviser and instructor to provide
valuable assistance and skills enhancement you delivered all throughout our
research project program.
To Sir David Molina, for allowing your ideas and suggestions to
enhance our study in order for us to constantly be motivated to strive for excellence.
To Ma’am Armi Mogro, for her tireless work and assistance in
completing our statistical treatment.
To friends, classmates, & classmates, for exchanging ideas and
expertise in order to help each other's research effort and for their moral support
in our everyday lives to strive for the best.
Respectfully yours,
Mikolo Rance Chen, Manly John Hui, Marc Clifford Hui,
Christine Joyce Brito, Kate Cassandra De Ramos
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ABSTRACT
Marketing has always been an ever-changing concept that quickly adapts to its
surroundings, and it has been trying to adjust to the internet in our current era.
From traditional flyers being distributed by employees, it can now be distributed
hassle free just by scrolling through the web. Although there are already many
competitive businesses in social media nowadays, no one has yet to perfect the
usage of the internet as a marketing tool. The goal of the study is to uncover
TikTok's potential in influencing young individuals by promoting products; this
will help to implement the critical roles of businesses to produce more revenue.
As TikTok’s primary audience is young adults (16-24), the researchers will
gather data in selected Manila areas for significant results since it pertains to its
effectiveness as a prospective marketing tool. Although this research does not
cover the entire city’s scope, it uses an descriptive-correlational research design
in pursuance of carrying out and providing an in-depth analysis of the
accumulated data. Purposive sampling will be used to obtain responses from
participants to gather concrete data with questionnaires distributed through
Google Forms. It will feature 267 young adults as respondents to show the
degree of effectiveness to which TikTok's product exposure is beneficial within
the target demographic (Dewi, 2021). The study will examine the gathered data
using the statistical tools of Mean and Percentage Distribution. The findings of
the study discovered that mostly females use TikTok in contrast to the male and
the people that prefer not to say their gender. It focuses on the age group of
16-18 which are also high school students are the specific majority of users. In
addition, from the many possible locations in Manila, the researchers have found
out that most participants that use TikTok are from Tondo or Binondo. The
findings reveal that a variety of factors influence the effectiveness of
advertisements displayed on the platform, including awareness, design of the
platform, sponsored advertisements, paid advertisements, and diversity in
content. However, the evidence suggests that among all other characteristics,
diversity in content is the most essential and significant. The usage of social
media platforms, specifically TikTok as a new means to communicate with
clients has gained popularity in terms of the users' shared content (Clark, 2019).
On the contrary, sponsored and paid advertisements obtained the least mean
value. Even though these indicators had the lowest mean value, they certainly
still have an impact on young adults' recognition of promotional activities that
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are visible on the platform. Influencers may integrate the rising use of this
platform into their online campaigns, allowing them to engage with their viewers
even during the pandemic (Weiss, 2020). A study discovered that corporate
produced ads have a beneficial impact on consumers’ attitude towards social
media advertising (Boateng & Okoe, 2015). The results of the researchers
conducted show that most of the impact of TikTok advertisements are positive,
but there are some significant negative impacts also. After gathering these data,
the researchers discovered that awareness as a factor for marketing campaigns is
not the top interest of people among young adults. As a result, the researchers
obtained substantial data which interpreted that the diversity in content is the
most impactful when it comes to the interest of young adults for advertisement.
Keywords: TikTok Marketing tool, young adults, awareness, social media
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TABLE OF CONTENTS
Page
Title Page ……………………………………………………………... i
Acknowledgements……………………….…………………………… ii
Abstract………………………………………………....…………….. iii
Table of Contents.……………………………………………………... 4
List of Tables …………………………………………………………. 7
List of Figures………………………………………………………… 7
List of Appendices …………………………………………………… 8
Chapter
1.0
Problem Rationale
1.1 Background of the Study………………………………….10
1.2 Statement of the Problem …………………………………11
1.2.1 Objective or Purpose of the Study…………………12
1.2.2 Research Question …….…………………………..13
1.3 Scope and Delimitation of the Study……………………...14
1.4 Significance of the Study ……………………………........15
1.5 Theoretical Framework
1.5.1 Hierarchy of Effects Theory……..………………...16
1.6 Conceptual Framework …………………………………..19
1.7 Definition of Terms ………………………………............21
2.0 Review in Related Literature
2.1 Introduction ………………………………………….……24
2.2 Opportunities of the Digital Marketing in TikTok………...25
2.3 The Parallel Platformization of TikTok and Douyin:
How One App Co-evolutionizes With Another ………….28
2.4 TikTok as an Effective Online Marketing Platform ………29
2.5 How to be successful on Instagram, TikTok & Co………...31
2.6 Digitalization of Marketing Techniques
employed by sellers………………………………………..33
2.7 TikTok Influencers’ earnings and income worldwide……..34
2.8 Douyin Recommendation Algorithm………………………35
2.9 TikTok Influencer’s Affecting the Marketing Approach …..36
2.10 Positive or negative impact in the attitude in
relation to a brand………………………………………….37
2.11 Impact on youth’s awareness and perceptions……………..38
2.12 Value of TikTok advertisements and contents ……………..40
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2.13 Factors That Affect Consumer’s Attitude In View
Of Social Media Advertising ………………………………41
2.14 Consumer’s Engagement and Value ………………………42
2.15 Behavior for awareness leads to purchase intentions ……..42
2.16 Awareness of New, Differentiated Products of
Advertisement and Consumers……………………………..45
2.17 TikTok as means of Promotional Tool ……………………..47
3.0 Research Methodology
3.1 Research Design or Method ………………………….……..48
3.2 Research Instrument …………………………………………49
3.3 Administering the Instrument ……………………………….51
3.4 Sampling Techniques ………………………….…………….52
3.5 Respondents of the Study ……………………………….…..53
3.6 Statistical Treatment of Data ………………………………...54
4.0. Results and Discussion
4.1 Demographic Profile of respondents among young adults……57
4.2 Factors for Promotional Effort on Tiktok……………………...62
4.3 Detailed outcomes that influences Tiktok’s effectiveness for
advertising………………………………………………………...63
5.0 Conclusion and Recommendation
5.1 Conclusion……………………………………………………...70
5.2 Recommendation……………………………………………….75
5.3 Research for Future Direction………………………………….77
BIBLIOGRAPHY .......................................................................................84
Curriculum Vitae ....................................................................................... 92
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LIST OF TABLES
TABLE NO.
PAGE
4.1
Demographic Profile of respondents………………………57
4.2
Results of the overall factors that determine TikTok's
effectiveness for advertising………………………………63
4.3
Outcomes for awareness that influence TikTok's
effectiveness for advertising………………………………..64
4.4
Outcomes for design of the platform that influence
TikTok's effectiveness for advertising……………………….66
4.5
Outcomes for sponsored advertisements that influence
TikTok's effectiveness for advertising……………………….67
4.6
Outcomes for paid advertisements that influence TikTok's
effectiveness for advertising………………………………....68
4.7
Outcomes for diversity in content that influence TikTok's
effectiveness for advertising………………………………….69
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LIST OF FIGURES
FIGURE NO
PAGE
1.1
Information Processing Theory……………………….26
1.2
Effectiveness of TikTok as an advertising platform…..27
2.1
TikTok’s Growth………………………………………27
2.2
TikTok users by age & gender………………………...27
2.3
TikTok’s Majority Users………………………………27
2.4
Comparison of Users on Tiktok……………………….28
2.5
The Hierarchical Interest Label Tree………………….36
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LIST OF FIGURES
APPENDIX NO.
PAGE
1
Survey Questionnaire………………………………..78
2
Reliability Test………………………………………83
3
Approval Letter………………………………………90
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CHAPTER 1
PROBLEM RATIONALE
1.1 BACKGROUND OF THE STUDY
In this day and age of society the use of social media is prominent. The
daily lives of the people see the various website or application platforms as a
convenience, as it provides a medium to interact with others. The influence of
social media can be seen as the number of active users rose from 3.960 billion
(13.7%) in 2020 to 4.480 billion (13.13%) which is 0.6% more in 2021 (Dean,
2021). One of the contributors of the rise of social media users is TikTok or most
known as Douyin in China. A music video platform and social network by parent
company ByteDance from its 732 million users as of 2020 (Dean, 2021). The
application is designed for the current generation which allows users to create
short videos with its wide range of filters and special effects for advertising (Lee,
2017).
Based on recent studies, it is evident to show how TikTok influences and
impacts users in a variety of ways that are circulating within the media. The use of
exposing the traditions and culture between a variety of platforms conveys
Tiktok's effectiveness as a medium of promotion. As shown in the majority of
research, the application's use appears to be more important to observers of users
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than to actual users. In addition, it has evolved into a leading market in the role of
influencers, creating a business atmosphere with a growing opportunity to
promote advertisements for products. Most of the popular social media apps
including TikTok, as well as the application of their usage is clearly apparent
during these times for consumption of marketing and selling of products (Dilon,
2020).
1.2 STATEMENT OF THE PROBLEM
The researchers will look at how TikTok is revolutionizing the marketing
world, but most of the factors tend to focus on the effectiveness of TikTok. The
gap of the current study is the contribution of TikTok in influencing the first
impressions of potential viewers for advertised products in the media. As the
world of product management evolves and the attention span of existing
generations increases, the study will assess if TikTok can create interactive
marketing schemes for both ends of buyers and sellers to create a lasting
awareness that leads to product preference. The researchers will assess if TikTok
affects the attention of young adults which leads them to engage with the
promotional patterns in a way that can affect several co-users who are not
utilizing the TikTok application. Since the world is always evolving into a more
modernized state, people’s ideals in terms of the awareness of products become
more apparent and can lead to increasing rates of purchasing intentions. It will
have an impact on consumer utility, as well as the products that customers are
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aware of. Consumers' choice set is influenced by advertising expenditures, as is
the utility they may derive from acquiring a product. On the other hand, it is
rarely available to researchers that allows them to explore more about their
advertising preferences. In addition, the congestion of information interferes with
the ability of TikTok users’ to obtain recommended promotional videos to them in
regards to any product available throughout the platform which hinders viewers
from acquiring the information needed for promoted products. All of these factors
will also apply to improve TikTok’s current way of advertising, and it will bring
out new ideas or methods to upgrade their current platform
1.2.1 OBJECTIVE OF THE STUDY
The research aims to determine the primary reasons for TikTok's ability to
influence young adults’ awareness by advertising various products in order to
examine to what extent TikTok creates a lasting impact of recognition for products
to an individual’s mind. This will also differentiate the effectiveness of promoting
products through TikTok against other online applications or even to traditional
means of advertising. Likewise, the researchers will assess whether TikTok will
play a vital role and if it is necessary for enterprises to gain exposure for products
simultaneously. Eventually, the study will demonstrate the impact of using TikTok
for promotional methods to advertise products that can affect retail businesses’
performance to boost product exposure among young adults. Additionally, the
information collected in this research will help improve TikTok’s current platform
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through its design and understanding of its users about the effectiveness of their
advertisements inputted in the platform.
1.2.2 RESEARCH QUESTIONS
1.What are the demographic features of TikTok users among young adults
in terms of:
a. gender
b. age
c. educational attainment
d. nature of employment
e. location
2. How do the following factors influence the effectiveness of Tiktok in
promoting products?
2.1 Awareness
2.2 Design of the platform
2.3 Advertisements
2.3.1 Sponsored advertisements
2.3.2 Paid advertisements
2.4 Diversity in content
3. What impact does TikTok's advertising have on young adults'
awareness?
1.3 SCOPE AND DELIMITATION
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The study will only take place during the 2021-2022 school year of
Chiang Kai Shek College and will focus on TikTok users, particularly young
adults in selected areas of Manila. It will explore TikTok's persuasiveness in
promoting goods to individuals between ages of 16-24 years old, as well as how
much this platform influences their awareness regarding various products. It
will take place in the second quarter of 2021, covering the months of May, June,
July, and August, with an aim of determining how young adults respond to the
platform's promotion. This will observe and discover new channels of
promotion, providing business owners with a new point of view and context in
capturing the attention of the majority of viewers to establish a brand and
achieve its vision.
The researchers will conduct study solely concentrating on a relatively
accurate proportion of the small population of young adults. Due to pandemic
limitation still exists, physical gatherings forbid to conduct straight audience
dialogue. The analysis will be limited to some areas of Manila and will not
extend to any other parts of the National Capital Region. The analysis will only
include participants from the young adults and will not encompass individuals
below 16 and above 24 years old. The study will primarily focus on business
advertisements and promotional initiatives produced by content creators' which
will exclude contents from vlogs, blogs, and personal entertainment value on
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TikTok. The researchers will not include adolescents, millennials, and adults as
respondents; as a result, the focus will concentrate solely on TikTok users
among young adults, and users of other social media platforms from Facebook
and Instagram will be excluded.
1.4 SIGNIFICANCE OF THE STUDY
The significance of the study is to analyze if there are benefits for people
to take the influence of TikTok as means of promotion to young adults in
selected areas of Manila as a sample for potential future research.
The outcome of this study will benefit the following:
Students, Undergraduates, and Bachelors- To understand more about
how much of their time is being consumed in the usage of Tiktok. It will also
provide them the analysis of why people at their age are attracted to Tiktok, and
how effective it is when it pertains to advertisements or promotions. It will
create new opportunities and options for targeted individuals to venture around
the navigation of how the marketing process works.
Small businesses or companies - The results of this study will be
favourable to businesses to acknowledge or to be more aware about the
possibility of TikTok being advantageous to them for promotion of their
products.
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Tiktok (as a platform) - The information gathered will help refine and
further polish the platform into a more user-friendly platform that provides
better advertisements that will bring in more users to the platform.
Tiktokers or Influencers - The result of the study will help them to
improve their tiktok contents to attract more advertisers to advertise their
products and to attract people to use the application.
Future researchers - The result of the research will further the
knowledge about TikTok advantageous towards their products that will assist
future researchers to expand more the use of TikTok.
1.5 Theoretical Framework
1.5.1 Information processing theory
Information processing theory was created by Atkinson and Shiffrin in
1968 and consists of steps which are Sensory Memory, Working Memory, and
Long-term Memory. In Sensory Memory it covers the sense of sight, hearing,
taste, smell, and touch to collect information. The perception and the attention of
the human is also applied in this step. Such perception by using the different
senses of the body, processes that information and identifies it. While attention
gives a person the choice to ignore the information that came from his or her
senses (Brown, 2015).
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After analyzing the perception and whether or not a person gives
attention to something, comes the next step which is working memory. This step
stores a maximum of seven informations gathered on the Sensory Memory which
lasts from 5 to 20 seconds and is later transformed into words, images, ideas,
and/or sentences in other words point of views is being established. The
formation of Working Memory requires the human’s attention to be supervised in
order to integrate the information gathered. On the other hand, for a better chance
to move to the next stage the organization and reviewing of information will
help (Brown, 2015).
The third and final step is Long-term Memory, if the second step is not
interfered with or if the information gathered is not lost. In this phase the mind's
capacity and duration for information is permanent. It includes productions,
episodes, images, and many more. Under this category are Explicit and Implicit
memory which are putting a conscious effort to remember the already known
information such as birth dates of friends and families, and recalling your phone
number. Explicit memory and Implicit memory are something that the brain
unconsciously or unintentionally remembers such as knowing the use of utensils
and brushing your teeth (Brown, 2015). This theory can be applied to the
research regarding whether TikTok advertisements are effective on a person’s
memory. It would serve as the foundation for identifying whether or not to
incorporate particular content and video effects in ad campaigns. In addition, it
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will expand the reach of the perspective of both the sellers and viewers through
promoting products. The process as to how individuals interpret campaigns by
exposing relatable experiences among all viewers to know how it can capture the
attention of the targeted audience.
Figure 1.1: Information Processing Theory (Brown, Jennifer L., 2015)
1.6 Conceptual Framework
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Figure 1.2: Effectiveness of TikTok as an advertising platform
The study will emphasize on the relevant variables in evaluating TikTok
in terms of young adults' awareness which will aid in achieving the researcher's
goal and results. The independent variable is the effectiveness of Tiktok for
advertisement of products. As a new marketing platform, it offers innovative
attention-grabbing formats. Information about TikTok as the latest means of
promotion giving social media landscape with marketability prospects. As it offers
flexibility of small and large ad concepts, interest marketers can create in
self-service measure and up to a great ad deal spend content as well.
The
demographic profile of the population in young adults' awareness are the dependent
variables that are composed of gender, age, educational attainment, nature of
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employment, and location in Manila. They are now the biggest target audience as
younger millennials are interested more in new content to consume. These
demographics are very necessary for collecting data whenever there will be
interrogations, in order to determine which specific gender, age, educational
attainment, nature of employment, and location in Manila are more focused and
attracted to TikTok’s promotional effort. This can establish a better perception from
the researchers ideas or thoughts that can facilitate a reliable source. In line with the
new platform, various factors of Tiktok app are to be observed such as awareness of
young adults, design of the platform, advertisements including sponsored and paid
ads, and diversity in content. The factor for awareness will address the recognition
of young adults as well as the viewer's ability to recognize the product in sufficient
amounts of time (Rossiter & Percy, 2021). Since TikTok is now considered a hype
may it be about personal entertainment of the targeted age groups, the features and
functionality including the layout of TikTok as a social media which can influence
how
users communicate, coordinate, and build relationships (McKenna,
Vodanovich, & Fan, 2016). TikTok will be examined as a marketing platform that
provides convenience, practicality, and greater flexibility for both end users and
other advertisers in order to identify important factors to consider when creating
and viewing advertisements. As the world of digital marketing evolves, the study
will determine whether TikTok provides entertainment, modernization, and
groundbreaking promotions through advertisements may it be from influencers or
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company produced campaigns. Based on the responses of participants, it will
establish concepts whether or not businesses should reconsider advertising their
products on TikTok. This will also include the diversity in content offered by
start-up or existing businesses that can be reflected in marketing campaigns. The
researchers are to make an empirical study on the various variables of Tiktok to find
out its effectiveness as a new ad marketing strategy for marketers and consumers to
spread awareness and interest; nonetheless, it will assess the effectiveness of
TikTok for advertisement campaigns in influencing the awareness of young adults
towards promoted products.
H+: TikTok's digital advertising has a significant impact on young adults’
product awareness. (not needed)
1.7 Definition of Terms
This segment of the study will expound scientific and essential terms used in the
industry that needs to be identified more thoroughly.
1) TikTok - a well-known social media app that allows users to make, view,
and share 15-second videos using a range of different technologies (Souza,
2021).
2) Promotion Schemes - a well-known marketing ploy in the business world
that consists of a series of methods for promoting products. (Jallow &
Dastane, 2016).
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3) Congestion of Information - an overabundance and overcrowding of
continuous information across the entire platform (Collins, 2021).
4) Purchasing Behavior - customer’ representation in terms of the interest
for the product's existence to the actual purchase wherein several activities
are manifested (Pandroty, 2020).
5) Audience Dialogue - the ability to communicate with viewers in such a
way that both parties become engaged in conversation and form
professional relationships (Arnold, 2014).
6) TikTok Influencers - one of the most effective TikTok marketing
practices involves companies collaborating with content creators to
generate sponsored content that is then shared with the creator's audience
(Kachan, 2021).
7) Working Memory - The human memory system that is limited to the
scope that merges short-term memory storage and the handling of
information in the service of cognition. (Baddeley & Hitch, 2010)
8) Explicit and Implicit Memory - describes the distinct neural transmitters
and the different stages of awareness for long-term memory towards
pictographic ior visual objects (Perera, 2020).
9) Sensory Memory- A brief memory storage wherein humans can gather
information processed by the sense organs. (Perera, 2021).
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10) Marketability Prospects- The potential of the company in regards to the
approximate number of possible consumers that might be interested in the
product or service. (Elcomblus Contributor, 2020)
11) Empirical Study- It is research that is based on the researcher’s direct
observation and measurement of occurrence wherein it acquires
knowledge through the experience instead of the belief or theory.
(Connelly Library, 2021)
12) Innovative Attention Grabbing- Providing new ideas or methods to get
noticed by someone, especially by being famous or outlandish. (Abhishek,
2020)
\
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CHAPTER 2
REVIEW IN RELATED LITERATURE
2.1 Introduction
Due to the fact that existing topics in regards to Tik Tok are about its
marketing, ad equity, its relation with political influencers, and etc. The
opportunity to expand and fill the gap about its effectiveness in promoting
products or services to young adults is in the works. Previous studies have shown
that in the late 1990’s, the young adults have made a significant difference in
comparison to previous generations. The development of our media channels have
altered the mentality of millennials today. For instance, the elder generation
watches TV, listens to the radio, and reads periodicals; meanwhile, young adults
use streaming services such as Netflix, listen to Spotify, and rely on Reddit.
Furthermore, the utilization of social media sites, particularly on Instagram and
TikTok. Most influencers use these two media platforms which are to advertise
and promote; nevertheless, in comparison to Instagram, TikTok is now utilized
more by the people due to its overall structure because of its effectiveness and
ease of use for marketing influencers. (Haenlein, M., Anadol, E., Farnsworth, T.,
Hugo, H., Hunichen, J., & Welte, D, 2020)
2.2 Opportunities of the Digital Marketing in TikTok
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The 15-second short video's content undoubtedly pioneered the entire
social media platform which greatly satisfies the user's curiosity. TikTok's growth
and expansion have been assessed as being among the most well-known apps in its
industry. The majority of the people staying at home that utilizes TikTok have
enjoyed phenomenal growth amid the COVID-19 pandemic. In March 2020, the
app increased to 12 million U.S users that is equivalent to 52.2 million total
number of users worldwide (Weiss, 2020). The majority of users are known to be
in their ages of 10-19 or known as the Generation Z. According to a company that
tracks TikTok age users, 21.3% of male users from the platform are under the age
of 20, while 18.6% of female users are under the age of 20 (Ciuksys, 2017). Based
on previous reports, young adults are one of the most active TikTok users when
compared to previous generations, particularly the Millennials (Pulse Surveys,
2020). A total of 54 % are between the ages of 13 and 24 for the most dominant
users on TikTok. Males account for 21.3 % in their teens, 14% in their twenties,
and 6.2% in their thirties. On the other hand, females take into account at least
18.6% of those in their teens, 12.1 % of those in their twenties, and 4% of those in
their thirties (Choudhary, Gautam, & Arya, 2020). In mid-2020, a survey of almost
10,000 teenagers revealed that TikTok was their most used social-media platform,
trailing only Snapchat and Instagram when they indicated that they only use it at
least once a month. The largest individual group is from generation Z, which
accounts for 32.5% of users, followed by the next youngest generation, which
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comprises 29.5% of users and ranges from 20 to 29 years old (Pascal, 2021). The
digitalitalization of marketing composition must be in the category of high-quality
and appealing to the general audience or to its target market especially as the
majority of the businesses are now digitized (Sashi, 2012). For the first year after
the release, it had a large number of active users; it grew in popularity with
well-known international celebrities such as Ariana Grande, Britney Spears, and
Shahid Kapoor wherein they actually started to use it. The various capabilities
TikTok provides to its users offers convenience to the business owner and its target
market demonstrating that the platform's accessibility is for the entitlement of
everyone (Choudhary, Gautam, Arya 2020). TikTok took over organizations with
similar processes and functions such as musical.ly in order to eliminate the
intensity of competition within the industry which reflected an advantage for the
exposure of TikTok as a multi-processing platform (Lee, 2018).
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Fig. 2.1: TikTok’s Growth (Choudhary, Gautam, & Arya, 2020)
Fig. 2.2: TikTok users by age & gender (Choudhary, Gautam, & Arya, 2020)
Fig. 2.3: TikTok’s Majority Users (App Ape Lab, 2018)
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Fig. 2.4: Comparison of Users on Tiktok (Pascal, 2021)
2.3 The Parallel Platformization of TikTok and Douyin: How One App
Co-evolutionizes With Another
Helmond (2015) was the first person ever to introduce the term
platformization. Douyin and TikTok have many similarities in appearance,
function, and platform availability; however, they exist in completely different
markets and are governed by completely different forces. This provides an
interesting case study to investigate how emerging Internet companies adjust
their products to better adapt to different expectations, cultures and policy
frameworks at home and abroad. Using the platform-based app walkthrough
method of cultural production theory, this research emphasizes the similarities
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and differences between the two platforms. Research shows that the
co-evolution of Douyin and TikTok is a new paradigm for global platform
expansion, which is different from the regionalization strategy adopted by major
social media platforms in the past. The researchers collected the following data,
but most of the data they chose to use were platform-based markets: creators
made money directly on the two platforms through the virtual currency system.
TikTok creators use live broadcast services with attached brands and products as
the main content to promote, and use live broadcast attention to promote
products and get brand effect and attention (D. Bondy, 2020).
2.4 TikTok as an Effective Online Marketing Platform
TikTok application as an effective online marketing platform that can be
done rapidly, not limitedly, accurately and conveniently of the products that are the
main demands of consumers in the era of globalization (Rohimah, 2019). This
platform is one of the most well-known applications that several businesses used to
promote their products, especially amid the pandemic that gave their company a
significant impact, for it enables them to improve the development of their
businesses (Kotler, Philip, & Keller, 2016). Business owners inform influencers
specifically macro influencers to engage with their fans which easily enables the
owners to also engage with their customers in a convenient way. Well-known
influencers have sought the attention of several influencers by utilizing the app’s of
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the younger generation (Moran, 2019). Engagement occurs when business owners
associate with certain influencers or standard users such as delivering content
through
TikTok
which is considered more
discoverable, self-explanatory,
economic benefits, readily available, and quite insightful. Additionally, business
owners can also promote their products by themself to lessen the cost and
expenses. The intention of business owners is to widen the scope in promoting
their products even in challenging times, and to be able to interact with their
consumers through the use of short video clips. It is a powerful marketing medium
in advertising products and/or promoting branded content by the owner itself or
influencers. The findings yielded a result that respondents use Tiktok to upload
their content as a form of self expression; however, they also use it to find
information ranging from product information to marketing content. According to
the results of Path data processing, 85 % agreed that Tiktok is effective to garner
their attention due to its wide range of features and effects. Despite the fact that
Tiktok only offers 15 to 60 seconds of footage, respondents indicated that they
have enough time to process the information without feeling overwhelmed or
obligated to be impressed (Dewi, 2021). Consumers who are into watching video
clips that lasts until 24 seconds or about 42% followed by 1 minute or 27% of the
survey (Mahittivanicha, 2018). In this study, the following four variables were
considered to be included: credibility, materialism, value corruption and corporate
reputation (Chu & Kim, 2011). Other researchers gathered a total of 480 responses
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out of which 441 were valid and used in the final analysis. A significant number
44.9% of the respondents were within the age range of 28–37 years old. A majority
56% of them were degree holders while most 58.5% of them were males.
Additionally, 35.4% have 3–5 years working experience. The four variables were
measured on a five-point Likert scale (1 = strongly disagree, 2 = disagree, 3 =
neutral, 4 = agree and 5 = strongly agree). With the exception of credibility (3.070)
and materialism (2.850), the rest of the variables had means closer to 4.0. To digest
what the authors have exclaimed, there is a positive relationship between
credibility and attitudes towards social media, materialism was found to have a
negative relationship with attitude towards social media advertising, also, this
study found a positive relationship between value corruption and consumers’
attitude towards social media advertising. Finally, this study found corporate
reputation to have a positive impact on consumers’ attitude towards social media
advertising (Boateng & Okoe, 2015).
2.5 How to be successful on Instagram, TikTok & Co.
The influencer marketing industry is a fast growing market that is expected
to have a growth amounting to $9.7 billion by the end of 2020. In contrast to
influencer marketing increasing in popularity, influencer marketing is still an
activity with which the average CMO (Chief Marketing Officer) is less familiar
than with more traditional forms of marketing. Instagram and TikTok offer a rich
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content format consisting of photos and short clips of videos, which provides more
opportunities for influencer marketing, which in contradistinction, Twitter as a
simple text-based platform underperforms in comparison of the other two. It makes
it easier to become influential on Instagram and TikTok since users may follow
other users for such minimal reasons like entertainment value, even if they have
never interacted or known these users in real life. They also have the youngest user
base in comparison to some of the most important social media sites such as
Facebook, Twitter, YouTube and results in attracting customer segments who are
particularly receptive to this form of marketing communication. Within the lines of
what has already been established, this research provided insightful advices that
would help in regards with influencer marketing they are to follow: To be aware
that each individual platform has their own user cultures and languages, Know that
influencer marketing is on numerous occasions, is more than booking a post, decide
whether or not to use micro or macro influencers for advertisement, and refraining
from being too intrusive on managing and briefing your chosen influencers. This
research has also provided questions that can widen one's knowledge in choosing
the right influencer, and they are the following: What defines an influencer? Will
they take up the challenge no matter what it takes? How to understand if they have
real passion towards your line of work? And Which platforms to utilize in order to
secure your target audience? (Geyser, 2021).
2.6 Digitalization of Marketing Techniques employed by sellers
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TikTok is a very convenient application that can be downloaded
through iOS and Android for free and the users can create short clips that lasts to
15-30 seconds long, wherein they can add songs, audio clips, or video recording
that has been previously recorded. They can create ads as creative as possible that
will appear in the users’ feed in order to attract more possible consumers. In our
current time, promoting products on TikTok can be a very effective way to
promote products through the users since several people are into this platform
(Lifepal, 2020). Research has shown that TikTok influencers can affect the
behaviour of young people, wherein they influence the consumers to have an
intention to purchase products through Video (VDO) advertising on TikTok
(Mahittivanicha, 2018). Nowadays, several people are into this application due to
its several stimuli advertising, which are the words, color, music, pictures, seen
words, and movements (Jamil & Tafifah, 2019). These features can attract more
individuals to utilize TikTok, for it provides them the ease to use and can
encourage them to advertise products. In this generation, almost all people are
making use of the internet, especially in today’s time since the COVID-19 started.
Businesses that utilize TikTok to promote their products can use the Hashtag
Challenge, In-feed Native Video Ad and Brand Takeover Ad (McCracken, 1989).
According to the findings of this study, utilizing audio empowers a wider audience
to be reached, and integrating hashtags exposes video content to an even wider
audience which increases product awareness of the business and allow users for
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the use of certain features to reach a new audience through TikTok (Oehsen &
Betancourt, 2021).
2.7 TikTok Influencers’ earnings and income worldwide
TikTok is now dominating the digital world with a growing number
of users every second. "Influencer marketing" is a term they use to describe a
program in which Tiktok users in the Philippines can earn up to P5,000 for a single
upload (Maramara, 2020) . Influencers must create a profile and grow it to a large
number of followers which may range to 10,000, 50,000, or a million people who
follow you (Jamie, 2020) . In a "creative fund," TikTok allotted $200 million to
pay creators in the United States. These platforms all created their own creator
programs to compete with TikTok's rising popularity: YouTube formed a $100
million creator fund for Shorts, Snapchat is providing cash prizes for submissions
to Spotlight hurdles, and Instagram is rewarding Reels creators with gamified cash
bonuses (Silberling, 2022). Businesses looking to expand their reach can advertise
on TikTok for an ad campaign; unfortunately, a minimum expenditure of US$ 50
approximately Php 25,000 is recommended (Filip, 2022). TikTok (together with its
Chinese-market competitor, Douyin) was the 7th most-downloaded app of the
2010s, despite not being launched internationally until 2017. That's a lot of
marketing value for entrepreneurs. The following are the most followed Tiktok
influencers in US: Addison Rae Easterling, $5 million (84.3M followers), Charli
D’Amelio, $4 million, (124.3M followers), Dixie D’Amelio, $2.9 million, (55M
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followers), Loren Gray, $2.6 million, (54M followers), Josh Richards, $1.5
million, (25.5M followers), Michael Le, $1.2 million, (50.1M followers), Spencer
X, $1.2 million, (54.7M followers) (Ferguson, 2021).
2.8 Douyin Recommendation Algorithm
Global Interest Discovery Recommendation Method, a patent created
by Douyin’s parent company Bytedance. It creates an interest system tree diagram
consisting of broad categories such as sports, entertainment, and etc. to which
branches over specific classifications. An example of this is basketball, football,
track and field, and swimming under the sports section. The hierarchical interest
label tree is to match the interest of user’s better Douyin gathers data that
categorizes creators, labels that interest a user for clustering to share that
information between users who have similar interests. In addition, it also collects
data about when, how long, and how often the user uses Douyin and updates
recommended content in real time. To efficiently distribute recommended content
recommendation
recalling
and
recommendation
ranking
are
identified.
Recommendation recalls are data collected that have potential to meet the interest
of users and position those content based on genres, topics, and popularity to filter
it. The recommendation ranking on the other hand utilizes various metrics to create
the order of what to recommend (Zhao, 2021).
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Fig. 2.5: The Hierarchical Interest Label Tree (Zhao, 2021)
2.9 TikTok Influencer’s Affecting the Marketing Approach
The shorter the video lasts, the higher the percentage of the viewer that will
view the video. This is the reason why some influencers advertise products in less
than one minute. There are various memes and dances being uploaded daily in this
application, and many companies take advantage of the trends in this application
like hashtags or influencers in this application. Although foreign Tiktok influencers
have income being given by Tiktok, the local Filipino influencers don't gain
income simultaneously. According to Nielsen’s survey, more than 84% of
consumers would receive the information and suggestions from their vicinity,
well-known people or customers (Fayossy, 2015). Influencers from the platform
such as celebrities can influence their purchasing intentions; unfortunately, most
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users generally enjoy watching honest short videos of product awareness made by
normal or relatable gurus. Most of the individuals tend to purchase their products
because of macro influencers or micro influencers that they admire, due to the
reason that they want to purchase similar products to that influencer/s. Reliable
influencers that are specialized in their expertise which can interest consumers to
engage with them to participate in the advertisement (McCracken, 1989). As the
new way to connect with the customers is the use of social media platforms,
specifically TikTok; it gained prominence in regards to the users' shared content.
They are adaptable to changes and exposures to society's modernity as they seek
out new experiences and thoughts to remain updated with the technological
advancements (Clark, 2019). This study utilizes the netographic approach wherein
it explores the use of TikTok that enables businesses to gather more information
about their products. For influencers, the emerging use of this platform can
effectively be integrated into their online branding strategies that allow them to
connect with their fans even during the pandemic (Weiss, 2020).
2.10 Positive or negative impact in the attitude in relation to a brand
The findings suggest that individuals were exposed to brands on
TikTok through challenges, sponsored promotions, and even paid advertisements.
These types of branding might have impacted their viewpoints but user generated
content from users was the motivating factor that changed their opinions on several
brands. A participant experienced a negative change in attitude toward a brand as
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some users uploaded exposing videos and further backed by other users in the
comment sections. Over saturated product recall was pointed out to have affected
negatively. Concurrently users’ videos on brands and products have impacted
positively too. For example, the reputation of the brand and product is questioned,
actively verifying a good reputation, and agreeing with the product. On the other
hand, brands’ direct engagement with consumers is affected positively by posting
relatable content. Some of them were intrigued after seeing how the products were
actually sourced and made. They preferred to see regular consumers rather than
hired professionals for product promotion and participants are delivered by a real
person or a normal person rather than paid influencers. This reflects statements
about customer reactions caused by emotions, and changes based on their feelings,
rather than falsehoods and performances. The research confirms that a brand or
product may feel consumers comfortable, suitable, and well-used then such a brand
is worth promoting and widely used (Keller and Kotler, 2016).
2.11 Impact on youth’s awareness and perceptions
Recent studies have shown that Generation Z are known to be digitally
advanced and doing financial or research activities online (Bhasin, 2020). The
attention span of this generation has been estimated to be roughly around 8 seconds
(Arthur, 2016). TikTok has the potential to market your products to the succeeding
young generations; however, they anticipate subtle and engaging sales promotion or
ad campaigns throughout the platform. Another problem is that students use a lot of
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their time on this application, and it can affect their studies significantly. It will be
of help for them to further understand on how to improve their careers or the
potential of TikTok as a career. It will also help them know more about TikTok and
its similarities or differences to other social media platforms on how to attract
people in the application. Today's youth seek out contents that are entertaining yet
also being straightforward and sincere. Participants said they simply scrolled down
or ignored paid advertisements unless they were deeply intrigued with the ads
within the first 5 seconds (Ngangom, 2020). If companies would like to use this
platform to promote their products, the best route is to create authentic videos that
can empower their product awareness and expand their reach by allowing multiple
people, particularly members of the Generation Z, to participate and engage with
the brand. The findings of Generation Z's purchasing decisions after noticing
TikTok short-interactive videos unveiled that majority of those who actively
participated with the test were motivated to buy products and had made multiple
purchases after their initial intentions (Ngangom, 2020). For the past months, small
businesses have increased their investment in social media advertising from 38% to
45% plan to increase their incentive to invest in social media advertising in 2021
(Jordan, 2021). In order to gather reliable yet conclusive results, the study used
purposive sampling techniques and included 276 respondents or active students in
the Tiktok application; hence, the data analysis method used was PATH analysis.
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The conducted study comprised 78% of all respondents who were in the category of
their freshman or late adolescent years.
2.12 Value of TikTok advertisements and contents
The researcher developed an evaluation for the investigation of
TikTok's service quality from the digital realm among viewers. The gaps model of
service quality was empirically tested by a case study of local TikTok performance
accounts based on the servqual scale used by previous researchers. According to
statistics taken from 207 reliable samples, 28.5 % of the population is male and
71.5% is female. It's evident that women account for over 70% of the respondents,
significantly more than men. The majority of respondents are between the ages of
18 to 25, representing 87 of all respondents. On the other hand, those under the age
of 25 account for 89.4% of all respondents. Individuals over the age of 25
constitute the half of respondents, accounting for 58.9% of all respondents or more
than half (Zhang, 2020). The scale utilized was a Likert scale with a range of 1 to
5, with 1 representing strongly disagree and 5 as representing strongly agree. The
researchers refined evaluation for the quality of TikTok's content by utilizing the
servqual scale to convert clinically significant data to information, based on
findings from earlier studies on online information services. The opinions of
specialists were
to conduct a preliminary investigation into the 89 pre-tested
participants who paid attention to the contents on TikTok. After two rounds of
reliability and validity tests for factor analysis, evaluating the information service
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quality of TikTok accounts by exploratory factor analysis. The number of
respondents who have seen TikTok's advertisements videos
is the highest,
accounting for around 38.6% of all respondents. Those who have used TikTok for
0.5-1 year stand for 23.7%, and those who have used TikTok for 1-2 years reflect
25.6% (Chen, 2020).
2.13 Factors That Affect Consumer’s Attitude In View Of Social Media
Advertising
Consumers’ attitude towards advertising is indefinite and is always different
from one culture or environment to the other. For several years, scholars have taken
notable interest in social media advertising, for which can be defined as usage of
social media platforms to create awareness, persuade, and educate users on the
internet about business products. Examples of such studies about social media
advertising are the quantitative analysis of effectiveness in relation to posts and
comments (Muntinga, Moorman & Smit, 2011; Smith, Fischer & Yongjian, 2012);
what prompts a users to write a positive online review (Chen, Scott & Wang, 2011).
In addition, existing consumer behavior models in the context of social media or
relationships of some psychological factors and social media advertising have been
looked into for the past years. There are a number of variables that have been
realized to influence consumers’ attitude towards social media advertisements (Chu
& Kim, 2011).
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2.14 Consumer’s Engagement and Value
Customer engagement scope includes the following: (1) Brand
identification which is a consumer's impression about the brand. (2) Attention is
referred to the awareness of customers to a product. (3) Enthusiasm pertains to the
interest or excitement of customers caused by the attitude of influencers or
employees. (4) Absorption is a stage in which consumers are satisfied with the
brand's performance. (5) Interaction refers to the extent to which the company
exerts influence in order to encourage customers to make purchases (King &
Spark, 2013). Consumer emotions that arise after using a product are used to
determine its value. Customer value is measured in four main categories: (1)
emotional value, (2) social value, (3) price value, and (4) performance
(Fontanella, 2020).
2.15 Behavior for awareness leads to purchase intentions
In the marketing platform, TikTok has become highly dependent on
Generation Z or also addressed to those who were born between 1997 and 2012
(Dimock, 2019). As digital evolve, they gain much more information compared to
the earlier generation at their age due to the easy access of online systems that can
allow them to search for anything (Seemiller & Grace, 2017). Social media
marketing is constantly being designed by organizations to convince people to
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purchase by allowing them to connect with both businesses and fellow customers
(Alalwan, 2018). Central role in advertising is enhancing brand equity of the
company that includes stories in commercials to be able to provoke emotions and
raise awareness among Generations Z (Khwaja et. al, 2020). Given the wide range
of content available, emotional arousal is also proposed to enhance consumer
behavior. In accordance with this, viral advertising videos which generate good
emotion were shared more than those that generated negativity (Quesenberry &
Coolsen, 2019). A positive emotional reaction to an advertisement could result in
increased behavior toward the advertisement, brand, and purchase intention (Taute,
McQuitty, & Sautter 2011). It is conveyed that a person's belief strongly affects a
customer's main intention to influence a purchase. A consumer's purchase intention
is defined as their intention to buy a product or service in the near future (Wu &
Branco, 2019). The study established that the components of video advertising had
a significant effect on viewers' awareness and subsequent purchase intentions.
Consumers' emotional, entertaining, and educational statuses have a big impact on
how they act toward commercials, which makes them like, comment on, and share
them on other platforms. However, only the emotional factor has a positive effect
on respondents' purchasing intentions. The findings indicated that consumer
behavior had a favorable effect on purchasing intention, as indicated by the
respondents' plans to base their purchase on the audience's positive reaction and
engagement with TikTok commercials. In video advertisements, it is implied that
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engagements and awareness have an effect on their intent to purchase for
advertised products (Araujo, Perater, Quicho & Etrata, 2022). Moreover, user
participation has a significant impact on their purchase intention, since audiences
are more likely to purchase goods when they engage with or participate in any
social media platform (Rahman et. al, 2017). On the other hand, Madlberger and
Kraemmer's (2019) research discovered that the responses of online platform users
influence their intention to acquire the offering. Some of the factors that determine
the value and the consumer's attitude for online video advertisements are perceived
entertainment and information quality (Yang et. al, 2017). As they keep using the
app, their purchase intentions and behavior for being aware could change. This
could lead to a longer positive purchase intention and more user engagement.
Individuals appreciate and trust video commercials the most when they are
combined with real information, resulting in favorable customer behavior (Hashim
et. al, 2018). Sentimental online advertisement interconnects individuals on social
media, which results in sharing and engagement (Nikolinakou & King, 2018).
Likewise, other studies have discovered that advertisers' promotions can boost
their effectiveness and information processing capacity by instilling positive
emotions in consumers. Positive or negative emotions influence consumers'
attention and mental processes, which advertisers must manage well in order to
engage Generation Z (Kujur and Singh’s, 2018).
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2.16 Awareness of New, Differentiated Products of Advertisement and
Consumers
Marketing literature has acknowledged how advertising impacts
consumers, exceeding the traditional effects on their preferences. A following
channel is important insofar as it makes a difference on the consumers’ awareness
of a product. This awareness, in succession, ascertains consumers’ choice sets;
among the immense number of products in the market, consumers are only aware
of a small number of them when they make their choices. To the degree that
consumers currently aware of a product are probable to keep it in their choice set
in the future, the awareness of a new product extends over time. This article
indicates this dynamic effect as the “awareness process” for new products. The
awareness process makes advertising a dynamic firm option, and this dynamic
effect, together with the appearance of new (and better) competing products in the
time ahead, can describe why firms focus their advertising expenditures early in a
product's life cycle, when the originality and its innovative features might compare
well with competitors’ offerings, and lessen the rivalry over time (Ching &
Ishihara, 2010). This has been expounded with models in which agents are aware
about the existence of a product but acquire knowledge about its quality from
repeated purchases (Ching & Ishihara, 2010) or according to the continuance of a
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goodwill stock in the utility function. In the product markets this article focuses on,
these effects are likely to be second order. Repeated purchases are a weak
reference of learning for durable goods, and the goodwill effect is possibly
important for brand-level advertising but not as much in the occurrence of
high-turnover products. The results of this article’s model have notable
implications from a managerial point of view. First of all, understanding the
dynamic result of advertising on consumer awareness is vital to the extent that
firms make significant investments early in a product's life to inspire consumers to
include it in their choice set. Secondly, learn about how much of the effect of
advertising obtained from changing consumer awareness versus changing
consumer preferences has important repercussions—for instance, in order to the
competition that is likely to emerge among firms. There is an extensive literature
stream that emphasizes the dynamic effects of advertising for the consumer utility
(usually understood as a stock). However, research that has studied how
advertising helps in developing a consumer's awareness of a product (Ching &
Ishihara, 2010). Advertising expenditures affect not only consumers’ choice set but
also the utility they may obtain from purchasing a product. However, it is seldom
the case that choice sets are available to researchers, as in (Ching & Ishihara,
2010). Without this information, separating the two effects of advertising is
challenging from an econometric viewpoint. Advertising not only has an effect on
consumer utility but also can affect which products consumers are aware of. The
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lack of micro data also prevented us from studying some effects of advertising that
might be important in some applications. For example, consumers do not forget
about a product, even if it is not publicized for a long period of time. Similarly,
these data limitations prevent us from distinguishing the different effects of
advertising for mature products, as (Ching & Ishihara, 2010) do, and estimate the
stationary level to which the level of awareness converges. Access to this kind of
information could complement our analysis.
2.17 TikTok as means of Promotional Tool
The utilization of tiktok in establishing content for marketing has a
significant and positive influence on customer engagement and value. The
effectiveness of using TikTok media as a promotional medium requires a
combination of precision and creativity; as a result, product selection and
consumer attitudes toward products are altered by how well the video was created.
Convincing message and visual effects are essential for effective consumer
engagements which results users to be more willing in accessing pages or websites.
Even if the specific product isn't directly appropriate or relevant to the consumers'
needs and wants, they prefer contents that have an emotional impact on them;
however, it is necessary that they must remember the substance and relevance of
the message embedded in the advertisement through the platform's benefits (Dewi,
2021).
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CHAPTER 3
RESEARCH METHODOLOGY
This chapter will highlight the research methods used by researchers, including the
instruments used to collect data, how the instruments were distributed, the
sampling technique applied, the study's precise respondents, and statistical
treatment employed to interpret the data.
3.1 Research Design or Method
The research approach used in this research was a quantitative
descriptive-correlational research study. The methodology of the study was ideal
for determining whether there is an impact between the variables being
investigated in order to see how the study's independent variable: TikTok's
effectiveness in promotions, and the study's dependent variable: young adults’
awareness are linked and influenced by one another. This will be able to determine
whether the majority of young adults will be more drawn into advertisements that
raise product awareness and various contents that unveil product benefits. The
researchers will be able to gain a better overview of TikTok's performance as an
advertising platform in altering the world of advertisements and modes of
promotion towards the targeted respondents, in order to assess to what extent an
individual's awareness is being influenced by the short-interactive videos produced
by companies or influencers. The researchers will be able to obtain the necessary
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resources by using descriptive research design to determine whether TikTok is
impactful yet efficient. The study will be able to achieve its goal by utilizing this
design, which will allow it to explore its scope and limitations in order to gain
thorough understanding of its findings. The study will have the ability to reach its
full potential by examining the age group of participants' as well as TikTok's
relevance in providing the best promotional efforts for the potential to modernize
the user's attention, consciousness, and expectations. In order to qualify the study's
findings, this approach will be able to process respondents who are TikTok users
and are aware that TikTok is used as a marketing platform (Araujo, Perater,
Quicho, & Etrata, 2022). The validity of a descriptive-correlational study is
statistically based which resonates in any quantitative study that produces
substantial quantifiable evidence (Hilte, Vandekerckhove, & Daelemans, 2018).
The study’s main objective is to find answers to the following research question (1)
What are the demographic features of TikTok users among young adults in terms
of: (2) How do the following factors influence the effectiveness of Tiktok in
promoting products? (3) What impact does TikTok's advertising have on young
adults' awareness?
3.2 Research Instrument
As of the current situation, there are several factors that affect the way that
researchers utilize their research instruments, one of which is due to the fact that
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there is still an ongoing pandemic; however, the investigators will work to their
full potential in order to produce a substantial amount of useful evidence. The
most effective research instrument that can be used for this research is the Google
Forms. It’s because of the accessibility and simple to use platform can give the
opportunity for users to send out many copies of surveys and questionnaires, and it
makes it possible to gather data from various sources without the difficulty of
dealing with physical hard copies. Responses are immediately returned back to the
practitioner and their collaborators, which can then be organized and analyzed
through the platform's feature and making it easy to format quantitative data
(Scheef, A. R., & Johnson, C., 2017). It can also be easily accessed by clicking on
the link of an url, and can easily decode data through its software. The questions in
the survey will more or less consist of their personal experiences and knowing
which among the variables will be the most effective and which will be the least.
The following research instruments will also be used in order to organize,
calculate, and finalize the data collected, and these are: Google Sheets, Google
Docs, and statistical analysis charts. These research instruments will be useful as
they will ease the load of work due to the time constraints and will be of big help
as there are only limited resources that can be used during this pandemic.
3.3 Administering the Instrument
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The statistical treatment of Cronbach Alpha will be firstly applied to check
if the questions within the questionnaire are valid in connection with the study. The
surveys will be pre-tested for its capacity to deliver a successful outcome of data.
Then the consent letter will be forwarded through the email of each of the
participants. To inform them that the information gathered from the survey will
only be utilized in the research and their participation will remain in anonymity.
Once the informed consent has been approved about the safety and privacy of their
information, the Google Forms that consist of several questions will be sent
through their respective emails. By clicking the link they received and answering
the research questions within the survey, the data will automatically be gathered
after they click send. Then the information collected will be used in the form of
Google Sheets to calculate the data with the use of statistical treatment that is
suitable for the research. The confidentiality and security of all data will be a high
priority, ensuring that participants remain anonymous and that every data provided
by anybody involved in the research remains extremely secure and protected. After
the computation of the result will be shown through statistical analysis charts to
answer and generate objective conclusions for the research questions and research
problems. When the result is measured the respondents will be asked if they want
to know the data of the survey regarding the study.
Behavior
Independent Variable
- The Effectiveness
Importance
No. of Items
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of Tiktok for
Advertisement of
Products.
Awareness
1
5
Design of the platform
5
5
Sponsored Advertisements
3
5
Paid Advertisements
4
5
Diversity in Content
2
5
Dependent Variable
- demographic profile
of the population in
young adults'
5
3.4 Sampling Techniques
This study will be using the non-probability sampling that directly
represents the purposive sampling. It will be encapsulated by a large population for
reliable ability of respondents; however, purposive sampling technique will be
employed to narrow down the specific targets to aid the research's progress. The
study may exist in conditions of limited resources that are beyond the control of
the researchers. It is possible that the researchers will not produce reliable
quantitative data; however, the researchers will acquire the necessary information
by employing the sampling technique to the best of their abilities. Other
researchers found this methodology to be the most appropriate since it focuses on a
narrow subset of people who were selected based on their qualities and knowledge
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PAGE 53
as members of the TikTok community. These are the criterias that have been
considered for choosing purposive sampling (1) It focuses more on the young
adults which are TikTok users, wherein it shows that 28.5% of male users and
71.5% of female users utilize this application more (Ciuksys, 2017). (2) TikTok
influencers have truly impacted the attitude of younger generations through the
intention of purchasing products (Mahittivanicha, 2018). (3) Various individuals
are interested in this application due to its several stimuli promoting which are the
words, color, music, pictures, seen words, and movements (Jamil & Tafifah, 2019).
To get a reasonable response rate, the research used data with the highest validity
to answer its research questions. This method proved that this purposive sampling
technique provides a reliable sampling technique through the researchers and
respondents wherein in this research reveals that a larger sample size of
respondents participated in this study (Dewi, 2021).
3.5 Respondents of the Study
The average age of the respondents in the study will mainly focus on young
adults and range from 16 to 24 years old. Previous studies have shown that 276
respondents or active users on the Tiktok application will generate enough and
substantial results for data analysis in order to gather reliable yet conclusive results
(Dewi, 2021). Young adults prefer the mode of online shopping and active video
attention. The sample size may be limited given the fact that not all individuals
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from the population of young adults utilize the platform for entertainment;
nevertheless, their enthusiasm for video contents and TikTok as an application in
general causes them to pay closer attention to the research being conducted. The
influence and growing market potential brought by the growing population of
young adults are sufficiently attractive to its target stakeholders such as users,
brands, and agents.
_3.6 Statistical Treatment of Data
During the data collection phase of the investigation, the researchers select a
competent data source. The researchers will be observing young adults aged from
16 to 24 years old using internet surveys to acquire data from respondents.
Respondents' level of awareness is being determined by using a four-point likert
scale, which was frequently phrased in four (4) points: (1) strongly disagree; (2)
disagree; (3) agree; (4) strongly agree (Siregar, 2013). Cronbach Alpha is employed
to determine the consistency, reliability, and validity of data collected from
questionnaires in order to have additional analyses that can be performed if
evidence of the scale is questioned and unidimensional is provided (Cantawee,
Witoophan, & Sammasut, 2021). By using Cronbach alpha to verify the reliability
and validity of the questionnaires for its potential to yield considerable data, 30
young individuals were pre-tested implying that the surveys distributed were
accurate and exact. The formula of mean and percent distribution will be
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PAGE 55
consistently applied to the gathered data to arrive at findings and establish
interpretations for the effectiveness of tiktok for product promotion. The acquired
data will be derived from the responses of participants which were gathered by
averaging the responses of participants or by using the formula for weighted mean.
The formula of percentage distribution will be used to construct generalized and
ordered findings of the responses among young people in order to calculate the
number and percentage of acquired demographics among young adults. Since
viewers' use of social media often occurs over a short period of time, survey data
will be carefully evaluated initially in the form of mean.
1. Mean was utilized to gather the average responses of participants.
2. Percent Distribution was used to determine the frequencies in terms of the
demographics among respondents.
The formula of Mean:
CHIANG KAI SHEK COLLEGE
The formula of Frequency & Percentage Distribution:
PAGE 56
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Chapter 4
RESULTS AND DISCUSSION
This chapter showed that the research findings in this data includes the analysis
and data presented which gathered from the results of the 276 respondents of
Young Adults in Selected Areas of Manila. It includes the demographic profile of
young adults that were examined with the use of Microsoft Excel to determine the
appropriate data.
4.1 Demographic Profile of respondents among young adults
DEMOGRAPHIC PROFILE OF RESPONDENTS
TOTAL NUMBER OF RESPONDENTS = 276 Young Adults
Gender
Freq.
%
Location in
Manila
Freq.
&
Female
203
73.55%
Binondo
91
32.97%
Male
67
24.28%
Ermita
8
2.90%
Prefer not to
say
6
2.17%
Malate
6
2.17%
TOTAL
276
100.00%
Paco
5
1.81%
Pandacan
6
2.17%
Age Group
Freq.
%
Quiapo
6
2.17%
16-18
185
67.03%
Sampaloc
7
2.54%
19-21
67
24.28%
San Nicolas
7
2.54%
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22-24
24
8.70%
Santa Ana
7
2.54%
TOTAL
276
100.00%
Santa Cruz
26
9.42%
Santa Mesa
15
5.43%
Educational
Attainment
Freq.
%
Tondo
92
33.33%
High School
192
69.57%
TOTAL
276
100.00%
College
80
28.99%
Technical
Vocational
4
1.45%
TOTAL
276
100.00%
Nature of
Employment
Freq.
%
Student
252
91.30%
Rank & File
(Employee)
10
3.62%
Managerial
Position
4
1.45%
Entrepreneur/
Businessman
9
3.26%
Unemployed
1
0.36%
TOTAL
276
100.00%
Table 4.1
Demographic Profile of respondents
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Based on the demographic profile reflected on Table 4.1, the female
participants had a equivalent of two hundred three (203) or seventy three point
fifty-five percent (73.55%) while the male participants had sixty-seven (67) or
twenty-four point twenty-eight percent (24.28%) and the following respondents
who prefer not to say were six (6) or two point seventeen (2.17) which sum to a
total number of respondents of two hundred seventy six (276) or one hundred
percent (100%). The survey also illustrates that one hundred eighty-five (185) or
sixty-seven point zero three percent (67.03%) were included in sixteen to eighteen
years old (16-18), sixty-seven (67) or twenty-four point twenty-eight percent
(24.28%) were nineteen to twenty one years old (19-21), and twenty four (24) or
eight point seventy (8.70) were twenty-two to twenty four years old (22-24). The
total age group was equivalent to two hundred seventy-six (276) or one hundred
percent (100%). One hundred ninety-two (192) or sixty-nine point fifty-seven
perfect (69.57%) were high school students, eighty (80) or twenty-eight point
ninety-nine percent (28.99%) were college students and lastly four (4) or one point
forty-five percent (1.45%) were technical vocational accomplishers. The final
number of respondents yielded in the educational attainment field were two
hundred seventy-six (276) or one hundred percent (100%). The nature of
employment has a total of two hundred seventy-six (276) or one hundred percent
(100%). Two hundred fifty-two (252) or ninety-one point thirty percent (91.30%)
were students, ten (10) or three point sixty-two percent (3.62%) are considered as
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employees or in the field of rank & file, four (4) or one point forty-five percent
(1.45%) are considered in the managerial position, nine (9) or three point
twenty-six percent (3.26%) were entrepreneur or businessman, and one (1) or zero
point thirty-six percent (0.36%) was unemployed. The location in Manila had
generated a total number of two hundred seventy-six (276) or one hundred percent
(100%). Ninety-one (91) or thirty-two point ninety-seven percent (32.97%) were in
Binondo, eight (8) or two point ninety percent (2.90%) were in Ermita, six (6) or
two point seventeen percent (2.17%) were in Malate, five (5) or one point
eighty-one percent were in Paco, six (6) or two point seventeen percent (2.17%)
were in Pandacan, six (6) or two point seventeen percent (2.17%) were in Quiapo,
seven (7) or two point fifty-four percent (2.54%) were in Sampaloc, seven (7) or
two point fifty-four percent (2.54%) were in San Nicolas, seven (7) or two point
fifty-four percent (2.54%) were in Santa Ana, twenty-six (26) or nine point
forty-two percent (9.42%) were in Santa Cruz, fifteen or five point forty-three
percent (5.43%) were in Santa Mesa, and lastly ninety-two (92) or thirty-three
point thirty-three percent (33.33%) were located in Tondo.
According to the results of this survey, the large percentage of TikTok
users were females as it accounted for seventy three point fifty-five percent
(73.55%) out of a total of one hundred percent (100%). On the contrary, it was
identified that males were considered to be the group with minimal TikTok users
when it came to utilizing the platform, accounting for only sixty-seven (67) males,
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or twenty-four point twenty-eight percent (24.28%) of the overall two hundred
seventy-six (276) targeted respondents. Based on other studies, the majority of
their respondents are female users with a total of 71.5%, while 28.5% for the males
who utilize this platform (Zhang, 2020). The researchers also noticed how
prominent TikTok users between the ages of 16 – 18 were as the leading or
primary source of study participants during the conducted survey, which included a
total of one hundred five (105) respondents, or sixty seven point zero three percent
(67.03%) out of one hundred percent (100%). Young adults in Manila between the
ages of 22 - 24 were statistically the least likely to use TikTok, representing for
only twenty-four (24) participants or or eight point seventy percent (8.70%) out of
one hundred percent (100%). According to the other researchers, the majority of
users are under the age of 19 - between the ages of 16-18 (Ciuksys, 2017). The
most evident characteristic of educational attainment among young adults was the
completion of high school, which was attributed to one hundred ninety-two (192)
individuals or sixty nine point fifty-seven percent (69.57%). The least significant
was technical vocational with a frequency of four (4) participants or one point
forty-five percent (1.45%). In addition, students mostly take into account the
majority of being a TikTok user as a nature of employment. It is registered to be
the most prominent population among the targeted respondents wherein two
hundred fifty-two (252) individuals were students or ninty-one point thirty percent
(91.30%) of the entire two hundred seventy-six (276) respondents. The managerial
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position and unemployment had the lowest population in terms of the nature of
employment. Only a frequency of four (4) or one point forty-five percent (1.45%)
was factored into the equation by the managerial position. Unemployed individuals
had a frequency of just (1) or zero point thirty-six percent (0.36%). Meanwhile, the
most linked TikTok users resided in Tondo and Binondo based on the survey
conducted. TikTok users from Tondo had a frequency of ninety-two (92) or thirty
three point thirty three percent (33.33%), accounting for one hundred percent
(100%) or the total two hundred seventy six (276) respondents. Similarly, Binondo
TikTok users had a frequency of ninety-one (91) or thirty-two point ninety-seven
percent (32.97%). On the other hand, Malate, Pandacan, and Quiapo in Manila
were placed among the lowest-ranking residences of TikTok users among young
adults. Malate, Pandacan, and Quaipo only had a frequency of six (6) or two point
seventeen percent (2.17%) out of a combined amount of two hundred seventy-six
(276) respondents in selected regions of Manila.
4.2 Factors for Promotional Effort on Tiktok
Factors
Mean
Awareness
3.29
Design of the Platform
3.33
Sponsored Advertisements
3.02
Paid Advertisements
3.01
Diversity in Content
3.34
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Table 4.2
Results of the overall factors that determine TikTok's effectiveness for
advertising
The findings from Table 4.2 generated significant data derived from two
hundred and seventy six (276) participants of young adults. The data revealed that
among all other factors diversity in content had the greatest impact on young adults,
with a mean value of three point thirty-four (3.34). As a level of agreement, 3.34
mean value indicates that young adults strongly agree that the factor for diversity in
content influences the presentation of advertisements on the platform to regard them
as influential and impactful. It was followed by the platform’s design factor which
had a mean value of 3.33 or an assessment of importance or strongly agreed among
the respondents to consider the design of the platform as an influential factor when
it comes to contents available throughout the platform. This indicates that TikTok's
overall aesthetic does not overwhelm them in a way that prevents them from being
entertained and satisfied. The awareness factor was also significant with a mean
value of three point twenty nine (3.29) which was interpreted and considered to be
strongly agreed to consider the fact that young adults are aware of the contents for
campaigns on the platform. However, when the mean value was compared to other
variables, it produced significant findings for considering TikTok as a medium for
marketing, but the researchers also took into account that its mean value is not as
significant as others. The least influential mean value was sponsored advertisements
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with a rating of three point zero two (3.02), and paid advertisements had a mean
value of three point zero one (3.01). Even though these variables had a considerable
mean value of 3.02 or 3.01, sponsored and paid commercials still obtained the
lowest value when compared to other factors or variables such as diversity in
content, design of the platform, or awareness. This suggests that of all the other
factors, sponsored and paid commercials had the least impact on young adults as
illustrated on the platform. However, it is still interconnected and linked with
advertising since the data demonstrated that sponsored advertisements have a
greater influence on young adults in the sense that products recommended by
TikTokers or Influencers can still boost their awareness of a particular product.
4.3 Detailed outcomes that influences Tiktok’s effectiveness for advertising
Factor
Awareness
Item no.
Indicator
Mean per
item no.
3.42
1
Accessed on a variety of your
devices
STRONGLY
AGREE
2
Familiarity with promotional
content
STRONGLY
AGREE
3
Eye-catching by using filters and
effects
STRONGLY
AGREE
4
Shared link ads to your family,
relatives, and friends
STRONGLY
AGREE
5
TikTok’s popularity impacts your
ability to remember
STRONGLY
AGREE
3.43
3.12
3.20
3.28
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Table 4.3
Outcomes for awareness that influence TikTok's effectiveness for advertising
Table 4.3 shows the average mean value in particular to each question
indicated on every variable distributed across respondents. According to the data,
the factor of awareness with the highest mean value of three point forty three
(3.43) was familiarity with promotional content that occurs on TikTok. However,
the employment of filters and effects for advertised goods on short interactive clips
noticeable on TikTok had the lowest mean value of three point twelve (3.12) in the
category of factor for awareness. Other studies have found that when it comes to
product awareness during advertisements, young adults only consider a small
number of them when making their decisions (Ching & Ishihara, 2010).
Factor
Design of the
Platform
Item no.
Indicator
Mean per
item no.
3.35
6
Well-organized structure
STRONGLY
AGREE
7
Additional features like hashtags
STRONGLY
AGREE
8
Ability to share a campaign to
other social media apps
9
Does not feel tacky
10
Short interactive clips and
hassle-free viewer experience
3.42
3.32
STRONGLY
AGREE
3.29
STRONGLY
AGREE
3.28
STRONGLY
AGREE
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Table 4.4
Outcomes for design of the platform that influence TikTok's effectiveness for
advertising
Table 4.4 shows that the existence of additional features like hashtags, which
piqued the interest of users, had the highest mean value for the category of design
of the platform, with a mean value of three point forty-two (3.42). In contrast, the
short interactive clips that provide an excellent and hassle-free viewer experience
had the least mean value of three point twenty-eight (3.28). According to a study
conducted in the United States, the different features TikTok delivers to its users
bring convenience to the business owner and the platform's target market, proving
that the platform's accessibility is for everyone's benefit through the platform's
design and structure (Choudhary, Gautam, Arya 2020).
Factor
Sponsored
Advertisements
(Tiktokers/Influe
ncers)
Item no.
Indicator
Mean per
item no.
3.30
11
TikTokers to recognize product
quickly
12
Intended messages are not forceful
STRONGLY
AGREE
13
Realistic and convincing
STRONGLY
AGREE
14
Trustworthy and valid
STRONGLY
AGREE
3.06
3.03
2.74
AGREE
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15
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More effective when compared to
corporate produced ads
2.98
AGREE
Table 4.5
Outcomes for sponsored advertisements that influence TikTok's effectiveness for
advertising
Based on Table 4.5 , the lowest mean value of two point seventy-four (2.74)
in the classification of sponsored advertisements was obtained by the influencers'
ads for being trustworthy and credible. Based on the findings gathered, even if
users perceived influencers ads to be unreliable, tiktok users or viewers could still
discern the influence of Tiktokers or influencers in order to instantly identify
promotional content for products as it had the highest mean value of three point
thirty (3.30). Influencers may effectively integrate the rising use of this platform
into their online campaigns, allowing them to engage with their fans even during
the pandemic (Weiss, 2020). They are flexible to changes and modern culture
exposures as they seek out new experiences and ideas to keep up with technology
improvements (Clark, 2019).
Factor
Paid
Advertisements
(Corporate
produced ads)
Item no.
Indicator
16
Marketing Slogans are influential
17
Avoid Boredom without lasting for
over 1 minute
Mean per
item no.
2.81
AGREE
3.13
STRONGLY
AGREE
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3.10
18
Positive vibes
STRONGLY
AGREE
19
Factual Informations
STRONGLY
AGREE
20
Retain interests for extended
periods of time
2.95
3.05
STRONGLY
AGREE
Table 4.6
Outcomes for paid advertisements that influence TikTok's effectiveness for
advertising
Based on Table 4.6, viewers recognise marketing slogans like "BUY NOW,
PAY LATER," "SALE UP TO 70% OFF," or "FREE SHIPPING" to be the least
effective for a marketing campaign on Tiktok, with a mean value of two point
eighty one (2.81) whereas viewers consider that corporate campaigns or paid
commercials as the most effective at reducing or alleviating boredom, with a mean
value of three point thirteen (3.13). A study discovered that corporate produced ads
have a beneficial impact on consumers’ attitude towards social media advertising
(Boateng & Okoe, 2015).
Factor
Diversity in
Content
Item no.
Indicator
21
New kinds of products/goods
22
Easily locate new product
innovations
Mean per
item no.
3.34
STRONGLY
AGREE
3.21
STRONGLY
AGREE
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3.49
23
Discover small/local businesses
STRONGLY
AGREE
24
Incorporation of reviews & insights
STRONGLY
AGREE
25
Varied Content
STRONGLY
AGREE
3.30
3.34
Table 4.7
Outcomes for paid advertisements that influence TikTok's effectiveness for
advertising
Table 4.7 shows that tiktok users and viewers consider the ability and option
to discover products from small or local businesses to be the most influential when
it comes to TikTok advertisements, with a three point forty-nine (3.49) mean value.
On the other hand, young adults characterize the capability to easily identify new
product developments throughout a wide spectrum of TikTok content to be the
least influential or relevant, as it had a mean value of three point twenty-one
(3.21). The usage of social media platforms, specifically TikTok as a new means to
communicate with clients has gained popularity in terms of the users' shared
content (Clark, 2019).
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Chapter 5
CONCLUSION AND RECOMMENDATION
The majority of the respondents were female, between the ages of 16
–18, high school graduates, students, and residing in Tondo. As shown in the data,
more than half of tiktok users were high school graduates, with only a minority
having completed college or technical vocational programs. In addition, more than
half of the responders were still students, with only a few from the rank and files,
managerial position, entrepreneur/businessmen, and the unemployed comprising the
remainder of the demographics. Even though selected participants were part of the
remaining areas in a few areas of Manila, the majority of the population of young
adults lived in Tondo or Binondo. Young adults identified the platform's diversity in
content and design of the platform as the most important factor, as it draws their
attention to adverts featured on the platform. On the contrary, sponsored and paid
advertisements received the lowest ratings, as young adults consider TikTokers ads
to be less trustworthy and valid; corporate advertisements also obtained one of the
lowest scores, as young adults perceive them to be unreliable sources of factual
information.
5.1 Conclusion
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5.1.1 What are the demographic features of TikTok users among young adults
in terms of Gender, Age, Educational Attainment, Nature of Employment, and
Location:
The researchers discovered that mostly females use TikTok in contrast to the male
and the people that prefer not to say their gender. On the other hand, young adults
that are 16-18 years old which are also high school students are the specific
majority of users. In addition, from the many possible locations in Manila, the
researchers have found out that most participants that use TikTok are from Tondo or
Binondo. From the data mentioned it can be summarized that the TikTok
application has influenced teens the most in providing awareness of its various
products.
5.1.2 How do the following factors influence the effectiveness of Tiktok in promoting
products?
The findings reveal that a variety of factors influence the effectiveness of
advertisements displayed on the platform, including awareness, design of the
platform, sponsored advertisements, paid advertisements, and diversity in content.
However, the evidence suggests that among all other characteristics, diversity in
content is the most essential and significant. The research revealed that young
adults value this function since it allows them to discover products from small or
CHIANG KAI SHEK COLLEGE
PAGE 72
local businesses, which is one of the most essential criteria according to the survey,
when it comes to marketing products on TikTok. In terms of shared varying
marketing contents, the use of social media platforms, particularly TikTok, is a
new way to engage with clients to have an increase in popularity (Clark, 2019).
The platform's design came in second as an important feature since it enables
young adults to comprehend the value and benefits of hashtags in each
advertisement in order to locate advertisements more effectively, as well as the
ability to recognize new goods made from a variety of materials. According to the
findings of another study, integrating hashtags exposes video content to an even
wider audience which increases product awareness of the business and allows
users for the use of certain features to reach a new audience through TikTok
(Oehsen & Betancourt, 2021). It was followed by a growth in young people's
awareness of marketing content on TikTok. According to other studies, product
awareness during advertisements for young adults only considers a limited
percentage of them while making decisions (Ching & Ishihara, 2010). As shown
by the majority of the targeted respondents and statistical findings investigated, the
ability to utilize the app through their devices improves their knowledge of
campaigns launched by a variety of businesses, and TikTok's prominence as a
platform affects their capacity to remember promotional product contents for
increased awareness. On the other hand, it was followed by the factors of
sponsored and paid advertisements. Even though these indicators had the lowest
CHIANG KAI SHEK COLLEGE
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mean value, they certainly still have an impact on young adults' recognition of
promotional activities that are visible on the platform. As influencers, TikTokers'
appeal had the greatest impact among young adults as measured by the factor for
sponsored advertisements, which had the highest mean value. The researchers
determined through the aid of the survey that the power of how TikTokers as the
new marketing medium rotates the traditions and norms in the advertising industry,
which may have an impact on young adults or other viewers. Tiktokers may
effectively incorporate the growing use of this medium into their online
campaigns, allowing them to interact with their audiences even while the pandemic
unfolds (Weiss, 2020). On the contrary, promotions created as paid advertisements
also have a greater influence on viewers advertisements created by corporations
since they avoid boredom, which has a considerable impact on the effectiveness of
advertisements seen on the platform. On the other hand, promotions generated as
paid commercials have a significant impact on viewers because advertisements
created by companies prevent viewers from becoming overwhelmed with
continuous information, which has a significant impact on the effectiveness of
advertisements visible on the platform. Corporate-produced ads still have a
beneficial impact on consumers' perceptions of social media advertising (Boateng
& Okoe, 2015).
5.1.3 What impact does TikTok's advertising have on young adults' awareness?
CHIANG KAI SHEK COLLEGE
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Based on the results of the researchers conducted, it shows that most of the
impact of TikTok advertisements are positive, but there are some significant
negative impacts also. For instance, sponsored advertisements are more effective
because of TikTokers, intended messages are not forceful, advertisements are
realistic and convincing for the respondents, but it is not fully trusted and valid for
them, and sponsored advertisements are less effective when compared to corporate
produced advertisements. Another one would be for paid advertisements. Paid
advertisements retain interest for extended periods of time, avoids boredom
without lasting for over a minute, and has positive vibes. But it does not provide
factual information, and paid advertisements marketing slogans are not influential.
TikTok advertising slogans does not influence its users in terms of awareness
towards its advertised goods because to recall a slogan one must spend long
amounts of time on that particular brand (Kohli et al., 2013). But due to TikTok’s
characteristic in its platform on how it operates, slogan recall is difficult to
achieve. In accordance, there are findings that social media greatly affects the
attention span of people due to access to massive amounts of content (Stefanski,
2020). Resulting from 12 seconds in the 2000 to 8 seconds is the average attention
span of humans at present (Stefanski, 2020). In addition, sponsored advertisements
have a higher mean value compared to the paid advertisements that proves
sponsored advertisements are more reliable and more effective in terms of
promotional ads for young adults. After gathering these data, the researchers
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PAGE 75
discovered that awareness as a factor for marketing campaigns is not the top
interest of people among young adults. There are a lot of contradicting factors to
one and another yet the positive outweighs the negative impacts. One variable that
has the most positive effects is the diversity in content. Its results show that there
are a lot of new kinds of products that can be seen through advertisements, you can
easily locate them, advertisements also help discover small/local businesses, you
can both see and write reviews & insights, and it has varied content. As a result,
the researchers obtained substantial data which interpreted that the diversity in
content is the most impactful when it comes to the interest of young adults for
advertisement. According to the design of the platform, users of TikTok become
more satisfied with the use of hashtags that enables them to experience a
hassle-free experience. Businesses are constantly improving their TikTok
marketing strategies to persuade people to buy by allowing them to communicate
with both businesses and viewers (Alalwan, 2018).
5.2 Recommendation
The researchers formulated the following recommendations based on the findings:
a. TikTok advertisers can try to invite entrepreneurs or celebrities to promote
them to increase awareness, increase the creativity of the advertisements
and grab people’s attention.
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b. TikTok can be re-evaluated by business owners as a platform for potential
consumers to explore for marketing goods, but in such a way that it
attracts viewers owing to the presence of Tiktokers as marketers.
c. TikTok advertisements should also be incorporated with legitimate
insights obtained from previous consumers to prevent marketing slogans
from being manipulative and subjective.
d. Advertisements on TikTok can be integrated with a new approach, such as
a limited time frame for less than a minute, to keep people's attention for a
longer duration.
e. Business owners can begin to consider incorporating hashtags and creative
effects on initiatives for marketing efforts in order to reach their target
market easily for greater product awareness.
f. Endorsers and campaigns can also recognize the value of their viewers by
treating them well and considering the most realistic and practical manner
to communicate their message for a product.
g. Business owners can also create campaigns as sponsored advertisements
as long as they consider influencers that promote relevant information, not
only due to sponsored products.
h. Business owners can also establish campaigns such as paid advertisements
or corporate generated commercials by presenting unbiased information
CHIANG KAI SHEK COLLEGE
PAGE 77
from the company's perspective in order to generate positive responses
and accurate perceptions throughout the platform.
5.3 Research for Future Direction
The research can be expanded outside of Manila to gather data from
different age groups aside from young adults. Considering that the study takes
place in the second quarter of 2021 at this time of pandemic, it would bring forth
how the awareness of the participants may change regarding the situation when
there is no pandemic and at a different point of time. In addition, by tackling
adolescents, millennials, and adults as respondents the knowledge will widen on
the topic if TikTok promotion attracts them on becoming potential buyers on the
products offered by different businesses within the application. The spending
budget can also be delved into because of their purchasing power. Future studies
can also focus on determining whether there is interaction between business
owners and viewers that allows viewers to speak for themselves.
\
CHIANG KAI SHEK COLLEGE
PAGE 78
Appendix I
Survey Questionnaire
TOPIC: THE EFFECTIVENESS OF TIKTOK FOR PROMOTIONAL
EFFORT TOWARDS PRODUCTS AMONG YOUNG ADULTS IN
SELECTED AREAS OF MANILA DURING THE SECOND QUARTER
OF 2021
Are you a TikTok user?
___ Yes
___ No
I.
Demographic Profile of Respondents
Gender:
___ Male
___ Female
___ Prefer not to say
Age group (y.o.)
____ 16-18
____ 19-21
____ 22-24
Educational Attainment:
____ High School
____ College
____ Technical Vocational
____ Others
Nature of Employment:
____ Student
____ Rank & File (Employee)
____ Managerial Position
____ Entrepreneur/Businessman
CHIANG KAI SHEK COLLEGE
____ Others
PAGE 79
Location in Manila (City of Manila only):
____ Binondo
____ Malate
____ Santa Mesa
____ Tondo
____ Others
II. TIKTOK'S QUALITIES FOR PROMOTIONAL EFFORT
Rating Scale for Criterion of Agreement: Choose the most appropriate number
on the scale of each criteria to indicate how well you agree with each statement.
Reminders: Read each question carefully before responding.
1 = Strongly Disagree
2 = Disagree
3 = Agree
4 = Strongly Agree
A) Awareness - the viewer's ability to recognize the product in sufficient
amounts of time (Rossiter & Percy, 2021).
1
2
3
4
1. TikTok advertising videos can be
accessed on a variety of your devices
for greater product awareness.
2. You are familiar with the promotional
content that appears on TikTok.
3. Advertised goods are eye-catching by
using filters and effects which provides
more interest to watch it all.
4.Ads shared by your family, friends, and
relatives via TikTok links increase your
awareness of a product.
5. TikTok’s popularity impacts your ability to
remember promotional product contents for
CHIANG KAI SHEK COLLEGE
greater awareness .
PAGE 80
B) Design of the platform - features and functionality of social media that
influence how users communicate, coordinate, and build relationships
(McKenna, Vodanovich, & Fan, 2016).
1
2
3
4
1. TikTok's structure is well-organized
through search engines like the #fyp page
ensuring that you can relate.
2. Presence of additional features like
hashtags raises more interests to
users.
3. The ability to share a campaign to
other social media apps impacts
on how well you remember a
product.
4. The app does not feel tacky, and it is
easy to explore all kinds of content
throughout the platform.
5. Ads for short interactive clips provides
an excellent and hassle-free viewer
experience.
C) Sponsored Advertisements - allow advertisers to create promotional
messages that are shown on the timelines of their potential customers or
audiences (Jarrar & Awobamise & Aderibigbe, 2020).
1
2
3
4
1. TikTokers impact your ability to
recognize promotional content for
products quickly.
2. Intended messages conveyed by
independent creators on video
ads are not forceful.
CHIANG KAI SHEK COLLEGE
3. Products look realistic and convincing
when endorsed by tiktokers or influencers.
PAGE 81
5. Influencers' ads about products are
trustworthy and valid.
5. You consider ad engagement videos
from endorsers on the platform as more
effective when compared to a corporate
made an advertisement.
D) Paid Advertisements - generate significant benefits that enhance consumer's
satisfaction, income, improved customer service, reduced marketing expenses,
and a broader customer base (Lahuerta-Otero, 2018).
1
2
3
4
1.Some of the marketing slogans on Tiktok
that grab your curiosity as a viewer are
"BUY NOW, PAY LATER," "SALE UP
TO 70% OFF," or "FREE SHIPPING."
2. Ads are short enough to avoid your
boredom without lasting for over
1 minute.
3. You admire the content that companies
have generated since advertisements are
incorporated with positive vibes.
4. You prefer corporate approach to
marketed goods since they present
more facts about products than TikTokers.
5. Promotional clips about products
from businesses were able to retain your
interests for extended periods of time.
E. Diversity in Content- production and dissemination of media content with
variability of output (Champion, 2015).
CHIANG KAI SHEK COLLEGE
PAGE 82
1
1.The variety in content increases your
interest in new kinds of products
or goods.
2. You can easily locate new product
innovations as there is a wide range
of content on the platform.
3. TikTok gives you the opportunity
to discover products from small/local
businesses.
4. Your curiosity rises when ads on TikTok
are more unique, especially when
influencers provide reviews and insights
from previous experiences as an
advertisement.
5. Varied content gives you a good
impression when scrolling through
Tiktok.
2
3
4
CHIANG KAI SHEK COLLEGE
PAGE 83
Appendix II
Reliability Test
The researcher-made survey questionnaire has undergone reliability testing by
using the Cronbach Alpha as a statistical tool. The result of the reliability test
for the 25 samples shows that there are 25 valid cases and 0 excluded cases.
The reliability statistics indicated that the Cronbach alpha (0.9078) is 100.00%
> 70% indicating that the 25-item scaled questions were completed to the
pretesting of cronbach alpha to examine the internal consistency of the yielded
data.
Table 4.8: Case Processing Summary:
N of
Items
Cronbach Alpha
Case Valid
25
100%
Excluded A
0
0
Total Number
25
100%
A List wise deletion based on all variables in the procedure.
Table 4.9: Cronbach Alpha of Instrument Used:
Cronbach’s Alpha
N of Item
0.9078
25
CHIANG KAI SHEK COLLEGE
PAGE 84
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Appendix III
Approval Letter
PAGE 90
CHIANG KAI SHEK COLLEGE
PAGE 91
CHIANG KAI SHEK COLLEGE
PAGE 92
Curriculum Vitae
BRITO, CHRISTINE JOYCE T.
PERSONAL INFORMATION:
BIRTH DATE: January 25, 2005
GENDER: Female
RELIGION: Roman Catholic
CITIZENSHIP: Filipino
CIVIL STATUS: Single
PLACE OF BIRTH: Manila City
LANGUAGES: Filipino, English, Chinese [Mandarin, Fukien]
ADDRESS: 1930 Dynasty Tower 2 Bambang St Corner Abad Santos Manila
TELEPHONE: 09562686141
EMAIL ADDRESS: christinejoyce.brito@my.cksc.edu.ph
OBJECTIVE: My goal is to achieve my dreams by being a professional
accountant. I want to be a well-equipped student who can attain goals while
maintaining rigorous morals and compassion.
EDUCATION: Senior High School – Grade 12-E ABM
Chiang Kai Shek College
Year : 2021 - 2022
ORGANIZATION: Lin Pok Sy Youth Organization
CHARACTER REFERENCE:
Name: Diane Nicole Go
Contact Number: 09155291210
Job Description: BDO Unibank - Research Analyst
Name: Dale Richmond Go
Contact Number: 0915-2154075
Job Description: Yu Eng Kao Electrical Supply & Hardware Inc. - Supervisor
CHIANG KAI SHEK COLLEGE
PAGE 93
Curriculum Vitae
CHEN, MIKOLO RANCE
PERSONAL INFORMATION:
BIRTH DATE: February 9, 2004
GENDER: Male
RELIGION: Roman Catholic
CITIZENSHIP: Filipino
CIVIL STATUS: Single
PLACE OF BIRTH: Manila
LANGUAGES: Filipino, English, Chinese [Mandarin, Fukien]
ADDRESS: 1402 Peony Twr. Numancia St. Binondo Manila
TELEPHONE: 09230232819
EMAIL ADDRESS: mikolorance.chen@my.cksc.edu.ph
OBJECTIVE: My goal is to become a successful businessman that is able to
contribute to society.
EDUCATION: Senior High School – Grade 12-E ABM
Chiang Kai Shek College
Year : 2021 - 2022
ORGANIZATION: None
CHARACTER REFERENCE:
Name: Chen Ji Peng
Contact Number: 09230232818
Job Description: Businessman
Name: Minette Chen
Contact Number: 09230232820
Job Description: House wife
CHIANG KAI SHEK COLLEGE
PAGE 94
Curriculum Vitae
DE RAMOS, KATE CASSANDRA M.
PERSONAL INFORMATION:
BIRTH DATE: November 27, 2004
GENDER: Female
RELIGION: Roman Catholic
CITIZENSHIP: Filipino
CIVIL STATUS: Single
PLACE OF BIRTH: Manila
LANGUAGES: Filipino, English, Chinese [Mandarin, Fukien]
ADDRESS: 385 Barraca St. San Nicolas Manila
TELEPHONE: (02)70899273
EMAIL ADDRESS: katecassandra.deramos@my.cksc.edu.ph
OBJECTIVE: My goal is to pursue my childhood dream by being a successful
businesswoman. I would like to inspire my fellow classmates to strive harder in
order to achieve their dreams.
EDUCATION: Senior High School - Grade 12-E ABM
Chiang Kai Shek College
Year: 2021-2022
ORGANIZATION: Girl Scout of the Philippines (2017-2020)
CHARACTER REFERENCE:
Name: Wilbert De Ramos
Contact Number: 09275559777
Job Description: Professor
Name: Sally De Ramos
Contact Number: 09164714667
Job Description: House Wife
CHIANG KAI SHEK COLLEGE
PAGE 95
Curriculum Vitae
HUI, MARC CLIFFORD
PERSONAL INFORMATION:
BIRTH DATE: July 26, 2004
GENDER: Male
RELIGION: Christian
CITIZENSHIP: Filipino
CIVIL STATUS: Single
PLACE OF BIRTH: Manila
LANGUAGES: Filipino, English, Chinese [Mandarin, Fukien]
ADDRESS: 703, Regina Garden II, Reina Regente St., Binondo, Manila
TELEPHONE: 82410035
EMAIL ADDRESS: barknameson@gmail.com
OBJECTIVE: To find my true passion in life and pursue it wholeheartedly.
EDUCATION: Senior High School – Grade 12-E ABM
Chiang Kai Shek College
Year : 2021 - 2022
ORGANIZATION: Boy Scouts of the Philippines (2016 - 2022)
CHARACTER REFERENCE:
Name: Hui, Mary Anne
Contact Number: 09060352304
Job Description: House Wife
Name: Hui, Chuen Pang
Contact Number: 09171522228
Job Description: Interpreter
CHIANG KAI SHEK COLLEGE
PAGE 96
Curriculum Vitae
HUI, MANLY JOHN JR C
PERSONAL INFORMATION:
BIRTH DATE: November 5, 2001
GENDER: Male
RELIGION: Buddhism
CITIZENSHIP: Chinese
CIVIL STATUS: Single
PLACE OF BIRTH: Manila
LANGUAGES: Filipino, English, Chinese [Mandarin, Fukien]
ADDRESS: 1995 Juan luna Landwealth Metrohomes Tondo Manila
TELEPHONE: 09279926143
EMAIL ADDRESS: manlyjohnjr.hui@my.cksc.edu.ph
OBJECTIVE:My goal is to work on anime and want to learn more about anime.
EDUCATION: Senior High School – Grade 12-E ABM
Chiang Kai Shek College
Year : 2021 - 2022
ORGANIZATION: None
CHARACTER REFERENCE:
Name: John Hui
Contact Number: 09179988973
Job Description: Businessman
Name: Cai Xiao Qin
Contact Number: 09176990699
Job Description: House Wife