The Application Of Tiktok Marketing To Promote Purchase Intention Toward Movie Sector: A Study In Vietnam

Abstract

This study aims to utilize a social media marketing model with the TikTok app as the object of research to explore the components that contribute to the formation of purchase intention within the Vietnamese movie sector. The study intends to examine how social media elements, consisting of entertainment, interaction, trendiness, customization, and electronic word-of-mouth (EWOM), influence consumer engagement and how consumer engagement impact on purchase intention of consumers in the movie sector in Vietnam by using TikTok platform as a marketing tool. A valid sample of 302 respondents was collected via conducting the convenience sampling method and then evaluated by conducting Structural Equation Model (SEM) with Partial Least Square (PLS) approach to implement hypothesis testing on the impact of variables. The findings of this paper found that four components of social media marketing namely Entertainment, Interaction, Trendiness, and EWOM have a significant and positive influence on consumer engagement, while the remaining factor, Customization was discovered to have no significant or positive impact on it. In addition, the mediating role of consumer engagement between the five elements of social media marketing and the intention of consumers to purchase was also proven. Undoubtedly, this paper makes its contribution and recommendations to marketers and businesses in improving effective marketing campaigns on social media, especially TikTok to promote their movies or entertainment product and attract more consumers to come to the cinema to watch.