INFLUENCE OF TIKTOK ADVERTISEMENT ON BRAND IMAGE AMONG PRIVATE UNIVERSITY STUDENTS IN NIGERIA

Abstract

Considering the increasing use of TikTok among young generations, this studyexamines the role of TikTok influencers in shaping the image of advertised brands, theinfluence of TikTok advertisements on brand image, and best practices for optimizingTikTok advertising strategies. A descriptive cross-sectional research design was employed tocollect quantitative data from 367 students at a private university in Nigeria via a purposivecluster sampling technique, and the data were analysed via descriptive analyses at theunivariate, bivariate and multivariate levels. The results show that social media influencersplay major roles such as creativity and innovation, humour and entertainment, use of popularinfluencers, appeal to followers‟ emotions, visual aesthetics, and clear messaging to shape theperceptions of advertised brands. Additionally, there is a statistically significant associationbetween the frequency of TikTok usage and the enhancement of brand image [φc = 0.21, χ2(8)= 66.38, p<0.001] and between the awareness of brand advertisements on TikTok and theenhancement of brand image [φc = 0.21, χ2(2) = 15.36, p<0.01]. In addition, the frequency ofTikTok usage significantly predicts brand image enhancement, t(364) = 22.29, p < .001.Finally, user-generated content on TikTok, product demonstrations, influencer collaboration,and behind-the-scene videos are the most effective content for enhancing brand image. Thestudy concludes that TikTok advertisements influence brand image and that social mediainfluencers play key roles in shaping the perceptions of advertised brands. It is recommendedthat brand companies advertise their brands through TikTok to enhance their brand image andfor maximum impact.