Nghiên cứu ảnh hưởng của các hoạt động quảng cáo trên TikTok đối với ý định mua hàng
DOI:
https://doi.org/10.24311/jabes/2023.34.3.8Từ khóa:
Marketing truyền thông xã hội, Hình ảnh thương hiệu, Nhận biết thương hiệu, SMEs, TikTok, Ý định mua hàngTóm tắt
Nghiên cứu làm rõ ảnh hưởng của hoạt động marketing truyền thông xã hội trên TikTok đến ý định mua hàng trong lĩnh vực thời trang với vai trò trung gian của nhận thức thương hiệu và hình ảnh thương hiệu. Nghiên cứu sử dụng Mô hình phương trình cấu trúc bình phương nhỏ nhất từng phần (PLS-SEM) dựa trên 512 câu trả lời khảo sát để kiểm định mô hình nghiên cứu. Kết quả nghiên cứu cho thấy các hoạt động marketing truyền thông xã hội trên TikTok có tác động lên nhận thức thương hiệu, hình ảnh thương hiệu và ý định mua hàng. Nhận thức thương hiệu và hình ảnh thương hiệu đóng vai trò làm trung gian cho mối quan hệ giữa các hoạt động marketing truyền thông xã hội với ý định mua hàng trên nền tảng TikTok. Từ đó, nghiên cứu đề xuất các doanh nghiệp vừa và nhỏ (SMEs) có thể tận dụng nền tảng TikTok để hỗ trợ các doanh nghiệp vừa và nhỏ đạt được mục tiêu marketing và mang lại hiệu quả kinh doanh.
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