Work

TikTok Marketing Strategies and Consumer Response: A Structural Equation Modeling Study on Purchase Intention in Thailand

Year: 2025

Type: article

Abstract: In an era where digital ecosystems transcend national boundaries, TikTok has emerged as a globally influential platform, reshaping international marketing strategies. This study examines the factors influencing Thai consumers’ purchase intention on TikTok using the Stimulus–Organism–Response framework. Specifically, it explores how advertisement characteristics (interactivity, entertainment, informativeness) and customer brand engagement shape consumer perceptions of value and trust, which drive purchase intention. Data were collected from 400 Thai TikTok users and analyzed using structural equation modeling. The findings reveal that interactivity, informativeness, and brand engagement significantly affect perceived value, while brand engagement does not significantly influence brand trust. Moreover, perceived value contributes positively to trust, and brand trust significantly influences purchase intention. Notably, entertainment did not significantly influence perceived value, whereas brand engagement showed a meaningful positive effect. Additionally, customer brand engagement did not affect trust significantly in this context. This study focuses on a high-engagement digital platform within an emerging market and, thus, provides fresh insights into how digital advertising stimuli operate within international marketing ecosystems. The theoretical and managerial implications are discussed for global marketers aiming to optimize content strategies on dynamic platforms such as TikTok.

Source: Journal of theoretical and applied electronic commerce research

DOI: 10.3390/jtaer20040319

Authors: Niramon Rawangngam, Siwarit Pongsakornrungsilp, Pimlapas Pongsakornrungsilp, Pitchayaporn Pongsakornrungsilp, Shayesteh Moghadas

Institutions: Walailak University, Kasetsart University, University of Strathclyde

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,207

Funder: Walailak University