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Demographic Profile and Tiktok Usage

The document outlines a conceptual framework that examines how demographic profiles, TikTok usage patterns, brand awareness, brand recall, and purchase intentions are related. It describes how the framework consists of 6 key parts: 1) demographic profiles and TikTok usage of respondents, 2) perception of TikTok as a marketing platform in terms of brand awareness and recall, 3) purchase intentions as the outcome variable, 4) hypotheses testing relationships between elements, 5) collecting data through a questionnaire, and 6) providing practical implications for marketers on leveraging TikTok advertising.

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Kevin Tipan
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45 views1 page

Demographic Profile and Tiktok Usage

The document outlines a conceptual framework that examines how demographic profiles, TikTok usage patterns, brand awareness, brand recall, and purchase intentions are related. It describes how the framework consists of 6 key parts: 1) demographic profiles and TikTok usage of respondents, 2) perception of TikTok as a marketing platform in terms of brand awareness and recall, 3) purchase intentions as the outcome variable, 4) hypotheses testing relationships between elements, 5) collecting data through a questionnaire, and 6) providing practical implications for marketers on leveraging TikTok advertising.

Uploaded by

Kevin Tipan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Demographic Profile and TikTok Usage

The first key element of the conceptual framework involves the


demographic profile of the respondents, including their sex, generation
classification (Gen X, Gen Y, Gen Z), and highest educational attainment.
Additionally, it takes into consideration their usage patterns of TikTok,
focusing on the frequency and length of time they spend on the platform.

Brand Awareness and Brand Recall

The second critical component of the framework revolves around the


respondents' perception of TikTok as a platform for marketing campaigns.
This is assessed through two dimensions: brand awareness and brand recall.
Brand awareness measures the extent to which respondents are familiar with
brands advertised on TikTok, including whether they have seen various brands
and if they are aware of brands they were previously unfamiliar with due to
TikTok exposure. Brand recall, on the other hand, evaluates how quickly
respondents can remember and associate specific brands with TikTok
advertisements, even days after viewing them.

Purchase Intentions

The ultimate goal of this study is to understand how these factors


influence the purchase intentions of the respondents. Purchase intention is
the outcome variable that reflects whether respondents are inclined to make
purchase decisions based on their exposure to brands on TikTok. It serves as
a measure of the effectiveness of TikTok as a marketing platform.

Hypotheses Testing

The study sets forth several hypotheses (H01 to H05) to determine the
relationships between these key elements. These hypotheses are used to test
whether demographic profiles, TikTok usage patterns, brand awareness, and
brand recall have significant associations with purchase intentions.

Research Design

To test these hypotheses, the researchers gather data from the


respondents through a questionnaire that assesses their demographic
profiles, TikTok usage, perceptions of brand awareness and recall, and
purchase intentions. The data is then subjected to statistical analysis to
determine the strength and significance of these relationships.

Practical Implications

Ultimately, the conceptual framework seeks to shed light on the


effectiveness of TikTok as a platform for marketing campaigns and its impact
on the purchase intentions of different generational cohorts (Gen X, Gen Y,
Gen Z) in Pampanga, Philippines. The study's findings may have practical
implications for marketers and businesses seeking to leverage TikTok for
advertising purposes, as it will provide insights into the factors that
drive consumer behavior and purchase decisions in the digital age.

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