The Effectiveness of TikTok as a Marketing Tool on the Consumer Behavior

of College Students

Introduction

Our daily lives now incorporate technology thanks to the advancement of

technology. This is especially true when it comes to communication, since social media

provides a platform that enables users to connect and communicate with other users

more quickly and simply than ever before ( Van der Waldt, 2019). Social media,

according to Yusniza (2017), is a word used to refer to a broad range of technologies

that connects individuals via message-based web-based collaboration, information

sharing, and engagement. Because the internet is always evolving, so will the range of

technologies and user-friendly features.

Nowadays, social media is utilized to advertise companies as well as just to

connect with friends. Social media has become a mainstay of everyone's daily activities

and has seen exponential growth in its user base, which is why it is promoted ( Nguyen

Duy Thanh, 2018). In Indonesia in 2020, there were 175 million internet users, of which

160 million were active social media users (Louisa, 2018).

As a result, techniques have been established for marketing and promotion that

are primarily dependent on social media, namely on platforms like Facebook, Twitter,

and Instagram.

Background of the Study

business industry, one vital social media app that is very popular nowadays is TikTok.

TikTok, according to Lafferty (2019), has spread around the world, affecting

both children and adults. One of the fastest-growing social applications in existence

today, it enables users to get followers just by dancing, creating humorous videos,

providing quick tips, and other activities.

After collaborating with [Link], a singing-based app for artists, the app's

popularity grew. Users of the software may browse through it endlessly until they

realize it is beyond their bedtime thanks to its straightforward design. A similar design

was used in Vine, a prominent social media platform in 2013 to keep users on the site

and quickly grow in popularity (Katawetawaraks & Wang, 2021).

TikTok's popularity worth and what you can do with that many onlookers once

popularity strikes are the reasons why it appeals to this age so swiftly. TikTok artists

have mastered the algorithm and the specifics of what will hold viewers' attention for

such a long time (Hoffman, 2016). You can not only earn a livelihood from this, but

people will pay an unbelievable amount of money for a sponsored post on the page of a

well-known artist.

TikTok is a popular beginning place for creators who want to expand their social

media following. TikTok's role as a building block for development is exactly what

people need. When TikTokers experience exponential development, they establish

companies, charge for private tutoring, begin streaming careers, etc. (Haubl, 2018).

Locally speaking, according to [Link] BrandRoom (2021), Advertisers in

TikTok For Business, which will help them grow their businesses. All of TikTok's

current and future marketing solutions created for businesses will now be available to

advertisers. TikTok wants to provide the resources marketers need to take advantage of

special possibilities that are exclusively available on the app.

According to Ganesan-Lim (2018), each stage of the campaign building process

will be supported by these tools for marketers. With an accessible platform, marketers

can now use the inventiveness of the TikTok community, reach new consumers, and

perfect their marketing strategies.

While the introduction of TikTok Ads Manager is intended to help small and

medium-sized businesses, TikTok will keep enhancing its connections with corporate

clients in the Philippines' CPG, Food & Beverage, BFSI, Telco, eCommerce, Pharma, and

Healthcare sectors. Through TikTok Ads Manager, SMEs will now be able to improve

their ad campaigns on the app (Clemes, 2019).

Many research studies have conducted to rule out the importance of TikTok as a

marketing tool as perceived by many online sellers, however, few research have

conducted to assess TikTok as a marketing tool as perceived by college students in

connection to their behavior . With this idea, the researchers will abide with the course.

Research Objectives

Generally, the researchers will assess the effectiveness of TikTok as a marketing

tool on the consumer behavior of College Students.

Specifically, it aims;
 1. to identify the demographic profile of the respondents in terms of;

a. Age

b. Sex

c. Course

d. Year Level

e. Monthly Family Income

2. to rate the level of effectiveness of TikTok as a Marketing Tool on the Consumer

Behavior of College Students in terms of;

a. Informativeness

b. Entertainment

c. Reliability

d. Interaction

e. Irritation

f. Advertising duration

3. to determine level of Consumer Behavior of College Students in using TikTok as a

Marketing tool in terms of;

a. Searching for Relevant Information

b. Evaluating the Options

c. Deciding whether to buy or not

d. Behavior after purchasing

4. to cite the significant difference between the effectiveness of TikTok as a Marketing Tool

and the level of Consumer Behavior of College Students?

Statement of the Problem

Tool on the Consumer Behavior of College Students.

Specifically, it seeks to answer the following questions;

1. What is the demographic profile of the respondents in terms of;

a. Age

b. Sex

c. Course

d. Year Level

e. Monthly Family Income

2. What is the rate of effectiveness of TikTok as a Marketing Tool on the Consumer

Behavior of College Students in terms of;

a. Informativeness

b. Entertainment

c. Reliability

d. Interaction

e. Irritation

f. Advertising duration

3. What is the level of Consumer Behavior of College Students in using TikTok as a

Marketing tool in terms of;

e. Searching for Relevant Information

f. Evaluating the Options

g. Deciding whether to buy or not

h. Behavior after purchasing

and the level of Consumer Behavior of College Students?

Hypothesis

The study will employ a .05 level of significance.

Ho#1- There is no significant difference between the effectiveness of TikTok as a Marketing

Tool and the level of Consumer Behavior of College Students

Significance of the Study

The findings of this study will provide information about the assessment of

Effectiveness of TikTok as a Marketing Tool on the Consumer Behavior of College

Students. It will be useful to the different target clientele groups.

Specifically, the results of this study would be useful to the following:

Marketing Students. The findings of the study will provide necessary and adequate

information about the effectiveness of TikTok as a Marketing Tool on the Consumer

Behavior of College Students. This will provide them knowledge on their future path as

marketing professionals.

School Administrations/Teachers. Since the findings has something to do with the role

of TikTok on the Marketing world, school administrators such as Deans, Curriculum

Developers and teachers may find it interesting to discuss and to apply TikTok as an

effective Marketing Tool as per behavior of College Students.

of TikTok to new age marketing by satisfying the younger generation's online needs

and wants.

Consumers. This study may help the consumers make purchasing decisions. This also

provides a modern solution to their modern needs and wants.

Future Researchers. The results of this study can serve as springboard for further

studies on assessing the Effectiveness of TikTok as a Marketing Tool on the Consumer

Behavior of College Students.

Scope and Limitation

According to Contributor (2019), the topic and bounds of the research problem to

be addressed are defined by the scope and limitations of a thesis, dissertation, or

research paper.

The scope outlines the criteria that will govern your study's operation in respect to

the population and period, as well as how deeply you want to investigate the research

subject.

The design or methodological aspects of the study that affected or influenced how

the findings were applied or interpreted constitute the study's limitations. They are the

limitations on the generalizability and applicability of findings as a result of the study's

design choices and/or the procedures employed to determine internal and external

validity (Research Guides: Organizing Academic Research Papers: Limitations of the

Study, n.d.).
 For this study, the researchers will not invade other aspects of the respondents such

as their level of satisfaction and retention but will only stick to their behavior as

consumers. In addition to this, since existing studies focus on other apps in terms of

marketing, this research will only assess TikTok as a Marketing Tool.

Definition of Terms

For a clearer understanding of this study, the following key terms are defined

conceptually and operationally.

TikTok. With 689 million monthly active users worldwide, TikTok is a new version of

MSN (Moshin, 2021). TikTok, according to Anderson (2020), is a "primarily algorithm-

driven software," allowing content to be entirely tailored to each user.

Marketing Tool. Something that encourages the traditional "viewer" to participate and

create content rather than leaving this up to influencers and companies.

Consumer Behavior. The research into how people select, use (consume), and discard

goods and services, as well as how they react emotionally, mentally, and behaviorally.

Informativeness. Information that is relevant to consumers, thus the data provided to them must

be correct, appropriate, timely, and helpful (Chowdhury et al., 2016).

Entertainment. The ability to meet customer desires for emotional fulfillment, mental stress

reduction, diversion, and aesthetic enjoyment.

Reliability. A favorable expectation of a result, of action in people, or of customers' perceptions

of the legitimacy of marketing and advertising in general.

Interaction. The degree of interchange between users and various forms of advertising

Irritation. The degree of discomfort brought on by obnoxious and improper marketing

Advertising duration. The performance period for the items featured in an advertisement
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