In Partial Fulfillment Of The Requirements For The Degree Of Bachelor Of Business Administration In Hospitality Management

Abstract

This paper studies the impacts of review videos on TikTok, an emerging shortform video platform, on viewers. The huge number of reviews about the same product has raised concerns regarding product’s real quality among viewers, and whether viewers actually perceive the product as highly as business owners expect. Therefore, this research, limited to the context Dookki products, by studying TikTok viewers has looked into feelings and thoughts of customers after encountering a review video of Dookki. The study successfully points out that when the video has a good argument, a credible reviewer, and uses audio-visual features, people see Dookki products as better and are more likely to buy them. Further, it argues that review videos can favorably influence customers specifically by incorporating trustworthy reviewers and providing enough truthful information and visually attractive demonstrations of the product. Thus, even though the review video field is getting saturated, a decent and well-crafted player can still insist on its significance.