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The Frontiers of Society, Science and Technology, 2020, 2(11); doi: 10.25236/FSST.2020.021113.

Advertisement on Tik Tok as a Pioneer in New Advertising Era: Exploring Its Persuasive Elements in the Development of Positive Attitudes in Consumers

Author(s)

Yu Han*

Corresponding Author:
Yu Han
Affiliation(s)

Corporate and Organizational Communication, Northeastern University, 360 Huntington Ave, Boston, U.S.

*Correspondence Email: [email protected]


Abstract

Tik Tok is the most prosperous short video platform with a great power of advertising in China. This study aims to develop provide insight into the scale items of consumers’ attitudes toward the advertisements on Tik Tok and to theorize the consumers’ attitudinal behavior. To undertake this study, the researcher interviewed 900 people about their preference to platforms’ advertisements and summarize the reasons that they embrace the ads on Tik Tok. Then the researcher conducted an empirical study among the members identified in the quantitative study that holds positive attitudes towards ads on Tik Tok. A total of 396 questionnaires were distributed to them and 339 valid responses were collected. By validating the scale items and their underlying constructs, it could be concluded that the positive attitudes in consumers are persuaded by entertainment motivation (EM), User-Friendly (UF), Customer-Build (CB), Reliability and Authenticity (RA), and User Interaction (UI).

Keywords

Advertisement, Tik tok, Consumer attitude, Behavioral attitude, Persuasive

Cite This Paper

Yu Han. Advertisement on Tik Tok as a Pioneer in New Advertising Era: Exploring Its Persuasive Elements in the Development of Positive Attitudes in Consumers. The Frontiers of Society, Science and Technology (2020) Vol. 2 Issue 11: 81-92. https://doi.org/10.25236/FSST.2020.021113.

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