Author/Authors
uğurhan, yusuf zafer can anadolu üniversitesi - açıköğretim fakültesi, Turkey , yaşar, ibrahim halil dicle üniversitesi, Turkey
Title Of Article
THE ROLE OF ADS AND SPONSORED CONTENT IN PURCHASE INTENTION ON TIKTOK: AN EXAMINATION IN THE CONTEXT OF SOCIO-DEMOGRAPHIC VARIABLES
شماره ركورد
45417
Abstract
In this study conducted in the context of TikTok, a cross-sectional quantitative research method was utilized to examine the trust, purchase intention, and involvement of users who followed the influencers on TikTok. In the study, purposive sampling method was used and the data of 439 users were analyzed. The results indicated that the purchase intention of users differed in terms of age, monthly personal income and average daily TikTok usage time. It was observed that the users with a high involvement level had higher purchase intention and trust in sponsored content. However, the users who followed the influencers without clicking on the follow button had lower trust in the content. Consequently, a significant relationship was found between the level of involvement and the type of following the influencers. The users with a high level of involvement mostly followed the influencers by clicking the follow button on TikTok.
From Page
243
NaturalLanguageKeyword
TikTok , Influencers , Purchase Intention , Trust , Involvement
JournalTitle
Abant Sosyal Bilimler Dergisi
To Page
269
JournalTitle
Abant Sosyal Bilimler Dergisi
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