| dc.description.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. | en_US |
