Examining the Extended Advertising Value Model: A Case of TikTok Short Video Ads

Bayu Dwinanda; Fandi Andi Syaripuddin; ​ Hudaifi; Evelyn Hendriana

doi:10.30935/mjosbr/11820

Full Text (PDF)

Bayu Dwinanda ¹ , Fandi Andi Syaripuddin ¹ , Hudaifi ¹ , Evelyn Hendriana ¹ ^*

More Detail

¹ Business Management, Management Department, Binus Business School Master Program, Bina Nusantara University, Jakarta, INDONESIA^* Corresponding Author

Abstract

Nowadays, TikTok social media has rapidly developed which creates an opportunity for marketers to grab customers’ attention by displaying short video ads. For this reason, knowledge of the factors that can influence customer purchase intentions is needed so that marketing strategies can work effectively. This study aims to investigate the effects of the entertainment, informativeness, credibility, irritation, personalization, and interactivity elements of TikTok short video ads on purchase intention through advertising value and attitude toward advertising. A survey was conducted by collecting response from 486 TikTok active users in Indonesia which later analyzed by using PLS-SEM. The results showed that all elements of video advertising on TikTok, except irritation and informativeness, affected purchase intention through perceived advertising value and attitude toward advertising. Among the significant elements of advertising value, personalization had the greatest positive influence on purchase intention through advertising value and attitude toward advertising on brands that advertised in TikTok.

Keywords

advertising value
purchase intention
short video ads
SOR theory
TikTok

License

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

MEDITERR J SOC BEH RES, Volume 6, Issue 2, June 2022, 35-44

https://doi.org/10.30935/mjosbr/11820

Publication date: 27 Feb 2022

Article Views: 16538

Article Downloads: 18754

Open Access References How to cite this article

References

Aaker, D. A., & Bruzzone, D. E. (1985). Causes of irritation in advertising. Journal of Marketing, 49(2), 47-57. https://doi.org/10.1177/002224298504900204
Abdullah, D., Jayaraman, K., & Kamal, S. B. (2016). A conceptual model of interactive hotel website: The role of perceived website interactivity and customer perceived value toward website revisit intention. Procedia Economics and Finance, 37, 170-175. https://doi.org/10.1016/s2212-5671(16)30109-5
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Anugerah, Y. (2020). TikTok: Social media marketing platform paling hot & trending 2021. Meson. https://meson-digital.com/blog/social-media/tiktok-marketing-tips/
Aruman, E. (2020). Yang membedakan TikTok dari media sosial lain [What sets TikTok apart from other social media]. Marcomm. https://mix.co.id/marcomm/news-trend/yang-membedakan-tik-tok-dari-media-sosial-lain
Arya, M. P., & Kerti, Y. N. N. (2020). Advertising value of Instagram stories and the effect on millennial’s attitude. Russian Journal of Agricultural and Socio-Economic Sciences, 3(99), 29-39. https://doi.org/10.18551/rjoas.2020-03.04
AUTUMNFAIR. (2019). Generation Z characteristics and buying behaviour. https://www.autumnfair.com/ne ws/generation-z-characteristics-and-buying-behaviour
Aydogan, S., Aysuna, C., & Aktan, M. (2016). Web advertising value and students’ attitude towards web advertising. European Journal of Business and Management, 8(9), 86-97.
Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-32. https://doi.org/10.2501/jar-41-5-23-32
Brooks, A. (2019). How brands can connect with Gen Z through social media marketing. Social Media Today. https://www.socialmediatoday.com/news/how-brands-can-connect-with-gen-z-through-social-media-marketing/552161/
Burhan, F. A. (2020). Punya 625 juta pengguna aktif, TikTok bisa lebih besar dari Instagram [With 625 million active users, TikTok could be bigger than Instagram]. Katadata. https://katadata.co.id/happyfajrian/digital/5e9a498fee4f1/punya-625-juta-pengguna-aktif-tiktok-bisa-lebih-besar-dari-instagram
Chang, H., Eckman, M., & Yan, R. (2011). Application of the stimulus-organism-response model to the retail environment: The role of hedonic motivation in impulse buying behavior. The International Review of Retail, Distribution and Consumer Research, 21(3), 233-249. https://doi.org/10.1080/09593969.2011.578798
Chowdhury, H. K., Parvin, N., Weitenberner, C., & Becker, M. (2006). Consumer attitude toward mobile advertising in an emerging market: An empirical study. International Journal of Mobile Marketing, 1(2), 33-41.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-339. https://doi.org/10.2307/249008
Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in Human Behavior, 59, 165-172. https://doi.org/10.1016/j.chb.2016.01.037
Deraz, H. (2015). Factors predicting consumers’ assessment of advertisements on social networking sites. International Journal of Digital Information and Wireless Communications, 5(2), 111-123. https://doi.org/10.17781/p001671
Disastra, G. M., Hanifa, F. H., Wulandari, A., & Sastika, W. (2019). The influence of advertising value on advertising attitude and its impact on purchase intention. Advances in Social Science, Education, and Humanities Research, 307, 426-432. https://doi.org/10.2991/sores-18.2019.98
Dooley, J. (2019). Gen Z consumers: Nearly 100% own a smartphone and spend over 4 hours per day online. ClickZ. https://www.clickz.com/gen-z-consumers-nearly-100-percent-own-a-smartphone-and-spend-over-4-hours-per-day-online/246757/
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21-35.
Fatima, T., & Abbas, T. (2016). Impact of advertising beliefs and personalization on attitude towards advertising; Mediating role of advertising value. International Journal of Business Management and Commerce, 1(2), 10-19.
Feng, X., Fu, S., & Qin, J. (2016). Determinants of consumers’ attitudes toward mobile advertising: The mediating roles of intrinsic and extrinsic motivations. Computers in Human Behavior, 63, 334-341. https://doi.org/10.1016/j.chb.2016.05.024
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
Gaber, H. R., Wright, L. T., & Kooli, K. (2019). Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization. Cogent Business & Management, 6(1), 1618431. https://doi.org/10.1080/23311975.2019.1618431
Haghirian, P., & Madlberger, M. (2005). Consumer attitude toward advertising via mobile devices - An empirical investigation among Austrian users. European Conference on Information Systems 2005 Proceedings, 44.
Ho, S. Y., & Kwok, S. H. (2002). The attraction of personalized service for users in mobile commerce. ACM SIGecom Exchanges, 3(4), 10-18. https://doi.org/10.1145/844351.844354
Jain, G., Rakesh, S., & Chaturvedi, K. R. (2018). Online video advertisements’ effect on purchase intention. International Journal of E-Business Research, 14(2), 87-101. https://doi.org/10.4018/ijebr.2018040106
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of web advertising, flow, and personalization. Computers in Human Behavior, 33, 256-269. https://doi.org/10.1016/j.chb.2014.01.015
Lin, T. T., & Bautista, J. R. (2018). Content-related factors influence perceived value of location-based mobile advertising. Journal of Computer Information Systems, 60(2), 184-193. https://doi.org/10.1080/08874417.2018.1432995
Liu, C., Sinkovics, R., Pezderka, N., & Haghirian, P. (2012). Determinants of consumer perceptions toward mobile advertising-A comparison between Japan and Austria. Journal of Interactive Marketing, 26(1), 21-32. https://doi.org/10.1016/j.intmar.2011.07.002
Loeb, W. (2020). Social media plays a big role in how millennials shop, but so do stores. Forbes. https://www.forbes.com/sites/walterloeb/2020/01/21/why-millennials-shop-on-social-media-but-also-like-to-shop-in-stores/?sh=125488b9350c
Logan, K., Bright, L. F., & Gangadharbatla, H. (2012). Facebook versus television: Advertising value perceptions among females. Journal of Research in Interactive Marketing, 6(3), 164-179. https://doi.org/10.1108/17505931211274651
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65. https://doi.org/10.2307/1251413
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94, 378-387. https://doi.org/10.1016/j.jbusres.2017.12.047
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Mohsin, M. (2021). 10 TikTok statistics that you need to know in 2021. Oberlo. https://id.oberlo.com/blog/tiktok-statistics
Morwitz, V. (2012). Consumers’ purchase intentions and their behavior. Foundations and Trends in Marketing, 7(3), 181-230. https://doi.org/10.1561/1700000036
Murillo, E., Merino, M., & Núñez, A. (2016). The advertising value of Twitter ads: A study among Mexican millennials. Review of Business Management, 18(61), 436-456. https://doi.org/10.7819/rbgn.v18i61.2471
Panniello, U., Hill, S., & Gorgoglione, M. (2016). The impact of profit incentives on the relevance of online recommendations. Electronic Commerce Research and Applications, 20, 87-104. https://doi.org/10.1016/j.elerap.2016.10.003
Rafaeli, S., & Sudweeks, F. (1997). Networked interactivity. Journal of Computer-Mediated Communication, 2(4), JCMC243. https://doi.org/10.1111/j.1083-6101.1997.tb00201.x
Reyck, B. D., & Degraeve, Z. (2003). Broadcast scheduling for mobile advertising. Operations Research, 51(4), 509-517. https://doi.org/10.1287/opre.51.4.509.16104
Robins, F. (2003). The marketing of 3G. Marketing Intelligence and Planning, 21(6), 370-378. https://doi.org/10.1108/02634500310499239
Saima, & Khan, M. A. (2020). Effect of social media influencer marketing on consumers’ purchase intention and the mediating role of credibility. Journal of Promotion Management, 27(4), 503-523. https://doi.org/10.1080/10496491.2020.1851847
Segijn, C. M., & van Ooijen, I. (2020). Differences in consumer knowledge and perceptions of personalized advertising: Comparing online behavioural advertising and synced advertising. Journal of Marketing Communications, 1-20. https://doi.org/10.1080/13527266.2020.1857297
Shim, S. W., Lee, C., & Kim, D. (2013). The antecedents of attitude toward IPTV advertising: The role of interactivity and advertising value. The Korean Journal of Advertising, 2(1), 123-161. https://doi.org/10.14377/japr.2013.3.30.123
TikTok for Business. (2020). Guess: Lifting brand engagement and brand affinity among the young generation in the U.S. TikTok for Business. https://www.tiktok.com/business/id/inspiration/7
Tsang, M. M., Ho, S., & Liang, T. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78. https://doi.org/10.1080/10864415.2004.11044301
Unal, S., Ercis, A., & Keser, E. (2011). Attitudes towards mobile advertising – A research to determine the differences between the attitudes of youth and adults. Procedia - Social and Behavioral Sciences, 24, 361-377. https://doi.org/10.1016/j.sbspro.2011.09.067
Wang, Y., & Sun, S. (2010). Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries. International Business Review, 19(4), 333-344. https://doi.org/10.1016/j.ibusrev.2010.01.004
Woo, A. (2018). Understanding the research on millennial shopping behaviors. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2018/06/04/understanding-the-research-on-millennial-shopping-behaviors/?sh=128fcae15f7a
Wu, I. L., & Hsiao, W. H. (2017). Involvement, content, and interactivity drivers for consumer loyalty in mobile advertising: The mediating role of advertising value. International Journal of Mobile Communications, 15(6), 577-603. https://doi.org/10.1504/ijmc.2017.086878
Wyzowl. (2020). Video marketing statistics 2020. https://www.wyzowl.com/state-of-video-marketing-2020-report/
Xiao, Y., Wang, L., & Wang, P. (2019). Research on the influence of content features of short video marketing on consumer purchase intentions. In W. Striełkowski (Ed.), Advances in social science, education and humanities research (pp. 415-422). https://doi.org/10.2991/mmetss-19.2019.82
Xu, D. J. (2016). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. Journal of Computer Information Systems, 47(2), 9-19.
Yaakop, A., Anuar, M. M., & Omar, K. (2013). Like it or not: Issue of credibility in Facebook advertising. Asian Social Science, 9(3), 154-163. https://doi.org/10.5539/ass.v9n3p154
Yang, B., Kim, Y., & Yoo, C. (2013). The integrated mobile advertising model: The effects of technology- and emotion-based evaluations. Journal of Business Research, 66(9), 1345-1352. https://doi.org/10.1016/j.jbusres.2012.02.035
Yin, X., Wang, H., Xia, Q., & Gu, Q. (2019). How social interaction affects purchase intention in social commerce: A cultural perspective. Sustainability, 11(8), 2423. https://doi.org/10.3390/su11082423
Zhao, J., & Wang, J. (2020). Health advertising on short-video social media: A study on user attitudes based on the extended technology acceptance model. International Journal of Environmental Research and Public Health, 17(5), 1501. https://doi.org/10.3390/ijerph17051501

How to cite this article

APA

Dwinanda, B., Syaripuddin, F. A., Hudaifi, ., & Hendriana, E. (2022). Examining the Extended Advertising Value Model: A Case of TikTok Short Video Ads. Mediterranean Journal of Social & Behavioral Research, 6(2), 35-44. https://doi.org/10.30935/mjosbr/11820

Vancouver

Dwinanda B, Syaripuddin FA, Hudaifi , Hendriana E. Examining the Extended Advertising Value Model: A Case of TikTok Short Video Ads. MEDITERR J SOC BEH RES. 2022;6(2):35-44. https://doi.org/10.30935/mjosbr/11820

AMA

Dwinanda B, Syaripuddin FA, Hudaifi , Hendriana E. Examining the Extended Advertising Value Model: A Case of TikTok Short Video Ads. MEDITERR J SOC BEH RES. 2022;6(2), 35-44. https://doi.org/10.30935/mjosbr/11820

Chicago

Dwinanda, Bayu, Fandi Andi Syaripuddin, Hudaifi, and Evelyn Hendriana. "Examining the Extended Advertising Value Model: A Case of TikTok Short Video Ads". Mediterranean Journal of Social & Behavioral Research 2022 6 no. 2 (2022): 35-44. https://doi.org/10.30935/mjosbr/11820

Harvard

Dwinanda, B., Syaripuddin, F. A., Hudaifi, ., and Hendriana, E. (2022). Examining the Extended Advertising Value Model: A Case of TikTok Short Video Ads. Mediterranean Journal of Social & Behavioral Research, 6(2), pp. 35-44. https://doi.org/10.30935/mjosbr/11820

MLA

Dwinanda, Bayu et al. "Examining the Extended Advertising Value Model: A Case of TikTok Short Video Ads". Mediterranean Journal of Social & Behavioral Research, vol. 6, no. 2, 2022, pp. 35-44. https://doi.org/10.30935/mjosbr/11820