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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Yi, Sally Poh Jia
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Humanities

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The Impact of TikTok Advertising on Purchase Intention in the F&B Industry: The Mediating Role of Brand Awareness Ibrahim, Haslindar; Pandey, Rudresh; Riduan, Rusydina Amirah Mohd; Hui, Saw Jia; Fadzil, Sarah Qamarina Meor Ahmad; Yi, Sally Poh Jia; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4380

Abstract

This study investigates the impact of TikTok advertising on brand awareness and purchase intention within the Food and Beverage (FB) industry. With the rapid growth of short-form video content, TikTok has become an excellent platform where businesses can engage with their consumers and effectively promote their brands. Nonetheless, there is limited academic evidence on how TikTok advertising influences consumer behaviour in the FB context. This research adopted a quantitative research design in which data were gathered via an online survey from a sample of 150 active TikTok users who had been exposed to advertisements in the FB industry. Using multiple regression analysis, the data were analysed to test the relationships between TikTok advertising, brand awareness and purchase intention. The findings reveal that TikTok advertising has significantly enhanced both brand awareness and purchase intention, with brand awareness partially mediating this relationship. This study shows the potentiality of TikTok as a digital marketing tool in improving brand presence and driving consumer purchasing behaviour. Thus, the results have important implications for marketers in developing engaging and creative TikTok content strategies to increase consumer engagement and sales in the FB sector.
Co-Authors Fadzil, Sarah Qamarina Meor Ahmad Hui, Saw Jia Ibrahim, Haslindar Kee, Daisy Mui Hung Pandey, Rudresh Riduan, Rusydina Amirah Mohd