Factors affecting users’ brand awareness through social media marketing on TikTok


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TikTok is increasingly influential in promoting brand awareness and boosting purchase intention. From a social media marketing perspective, brand awareness significantly influences consumers’ purchasing decisions. The primary objective of this study is to investigate and measure the factors influencing the brand awareness of TikTok users through social media marketing communications. The paper employs exploratory factor analysis, Cronbach’s Alpha test, and regression analysis to test the hypotheses. 24 observed variables were divided into six groups. Each variable was assessed using a 5-point Likert scale. The sample size includes 240 valid responses from TikTok users collected via convenience sampling. The questionnaire was distributed to TikTok users from Vietnam via the link on Google Forms. The collected data were processed by SPSS 20 software. The results suggest that six independent variables positively affect brand recognition via social media marketing on TikTok, with a 95% confidence interval at Sig. = 0.000 (0.05). Each of the six variables positively impacts initial expectations and is statistically significant at 1%. The results show that trends (Beta = 0.299) are the most decisive factors impacting brand awareness of TikTok users. Besides, electronic word of mouth (Beta = 0.242), influencer (Beta = 0.220), entertainment (Beta = 0.206), interaction (Beta = 0.200), and storytelling (Beta = 0.179) also positively affect the brand awareness of TikTok users. Limitations and further research suggest that marketers should investigate the role of artificial intelligence (AI) in the consumer’s brand awareness-constructing process.

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    • Figure 1. Research framework
    • Table 1. Reliability test
    • Table 2. Exploratory factor analysis (EFA)
    • Table 3. Linear regression analysis
    • Table 4. Multiple regression analysis
    • Table 5. Hypotheses testing results
    • Conceptualization
      Cuong Nguyen
    • Funding acquisition
      Cuong Nguyen
    • Investigation
      Cuong Nguyen, Thao Tran
    • Methodology
      Cuong Nguyen
    • Software
      Cuong Nguyen, Thao Tran
    • Supervision
      Cuong Nguyen
    • Writing – review & editing
      Cuong Nguyen
    • Data curation
      Thao Tran, Tien Nguyen
    • Formal Analysis
      Thao Tran
    • Validation
      Thao Tran, Tien Nguyen
    • Visualization
      Thao Tran, Tien Nguyen
    • Writing – original draft
      Thao Tran, Tien Nguyen
    • Resources
      Tien Nguyen