TIKTOK AS AN ADVERTISING PLATFORM: ITS EFFECTIVENESS TO YOUNG ADULT CONSUMERS BUYING DECISION MAKING IN THE 4TH DISTRICT OF NUEVA ECIJA

Abstract

TikTok has evolved from an entertainment platform to an online marketplace where vendors may sell their items. TikTok's success presents opportunities for advertisers, but it is a new environment to explore. Advertising on TikTok enhanced user engagement and attention in the early stages, resulting in higher brand memory and a more favorable brand image. The primary objective of this study is to determine the impact of TikTok advertising on the purchasing habits of young adult consumers in Nueva Ecija's 4th district. The researchers used the descriptive research method in the study to evaluate the effectiveness of TikTok as an advertising platform. The quantitative research design, which employs frequencies, percentages, weighted means, and other tactical analyses, will also be employed in this study. The study used the quota sampling technique; the population was chosen on a non-random basis to participate in their surveys. The findings show that in terms of advertising strategies through Tiktok, most respondents agreed that live-selling marketing is more flexible than other strategies. Some respondents agreed that video-graphic contents are more enticing and have a long-lasting effect on the consumers. Furthermore, personal factors mainly affect the buying decision-making of young adults. They always consider their age while purchasing a suitable product. Most respondents stated that the main effect of TikTok advertising is to help them ensure that the product is worth buying. The recommendations that have been generated in the study are that TikTok sellers and retailers should be more engaging while live-selling online goods and services. Well-known content creators and influencers should use the chance to create more short-video content for TikTok. The analysis of the research study will assist in raising awareness about the purchasing habits of young adults.