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

Abstract

Considering the increasing use of TikTok among young generations, this study
examines the role of TikTok influencers in shaping the image of advertised brands, the
influence of TikTok advertisements on brand image, and best practices for optimizing
TikTok advertising strategies. A descriptive cross-sectional research design was employed to
collect quantitative data from 367 students at a private university in Nigeria via a purposive
cluster sampling technique, and the data were analysed via descriptive analyses at the
univariate, bivariate and multivariate levels. The results show that social media influencers
play major roles such as creativity and innovation, humour and entertainment, use of popular
influencers, appeal to followers‟ emotions, visual aesthetics, and clear messaging to shape the
perceptions of advertised brands. Additionally, there is a statistically significant association
between 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 the
enhancement of brand image [φc = 0.21, χ2(2) = 15.36, p<0.01]. In addition, the frequency of
TikTok 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. The
study concludes that TikTok advertisements influence brand image and that social media
influencers play key roles in shaping the perceptions of advertised brands. It is recommended
that brand companies advertise their brands through TikTok to enhance their brand image and
for maximum impact.