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The Influence of Relatability and Playfulness in TikTok Advertisements on Video Engagement, Product Quality, and Purchase Interest

Reijmerink, C.M. (2022) The Influence of Relatability and Playfulness in TikTok Advertisements on Video Engagement, Product Quality, and Purchase Interest.

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Abstract:Compared to other social media platforms like Twitter, Facebook, and Instagram, TikTok offers a platform for short videos, which has gained prominence worldwide. Different researchers studied the utility of relatability and playfulness in TikTok videos but not how this could influence users on TikTok. Therefore, this research studies the usage of relatability and playfulness in TikTok videos as a marketing tool, affecting purchase interest, video engagement, and product quality. An online 2 (playful vs. not playful) by 2 (relatable vs. not relatable) experimental between-subject research design was conducted, in which participants were randomly assigned two of eight versions of TikTok videos (N=205). This study showed no significant effects of playfulness and relatability on purchase interest, video engagement, and product quality. Furthermore, there was no interaction effect between playfulness and relatability on purchase interest, video engagement, and product quality. This means that playfulness and relatability did not manifest themselves as effective tools to influence consumer outcomes. Therefore, based on these findings, it is proven that playfulness and relatability do not have a significant effect on consumer outcomes and that there is no relationship between the independent and dependent variables.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:https://purl.utwente.nl/essays/93752
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