The Influence of Social Media Marketing Activities on TikTok in Raising Brand Awareness

Elvin Sheak () and Sham Abdulrazak ()
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Elvin Sheak: Sunway University Business School
Sham Abdulrazak: Sunway University Business School

Tržište/Market, 2023, vol. 35, issue 1, 93-110

Abstract: Purpose – Since its recent global rollout, TikTok has amassed over 1 billion users worldwide and remains one of the most downloaded social media apps. TikTok’s growing popularity presents yet another potential channel for raising brand awareness on social media. However, there is very little insight in that regard. Therefore, the purpose of this study is to examine the effect of social media marketing activities on TikTok in raising brand awareness. Design/Methodology/Approach – A convenient sampling procedure was adopted to collect data from 220 respondents using a structured questionnaire based on the social media marketing activities (SMMA) model. Multiple linear regression analysis was conducted using the IBM SPSS software. Findings and implications – Overall, the results suggest that SMMA on TikTok have a positive influence on brand awareness. Entertainment was found to be the most significant dimension, while customization was found not to have a significant influence in raising brand awareness. Limitations – This study adopted a convenient sampling procedure and was limited to Malaysian consumers. Its findings may not be generalizable to other consumer markets. Originality – This study is an exploratory step towards assisting brands in utilizing TikTok to raise brand awareness.

Keywords: social media marketing activities; TikTok; brand awareness; entertainment (search for similar items in EconPapers)
Date: 2023
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