Date of Completion
2024
Document Type
Research Project
Degree Name
Grade 12
Keywords
online shopping, advertisements, short-form videos, rural area
Abstract
TikTok, an app initially created for entertainment use, is gaining popularity in several domains, including marketing, as online shopping has become a prevalent activity among individuals of different ages. The emphasis on the generations with the most exposure to online shopping (Generation Y) and TikTok (Generation Z) is beneficial to identify the influence of TikTok as a platform for advertising to the online shopping behavior of consumers. The study utilized a crosssectional descriptive design to distinguish the impacts on the two age groups residing in a rural setting, revealing that the online consumer behavior of both Generation Y and Generation Z is likely to be positively influenced by watching product review videos on TikTok, whereas the negative influence is still perceived neutrally. There was no substantial evidence to show a significant difference between the perceived impacts of the two generations. However, due to the limitations of the study, the researchers recommend further exploration of different age groups, larger sample sizes, demographics, and online consumer behaviors.
First Advisor
Shaiyne Deque
APA Citation
Arroyo, Q. P., Erilla, M. D., Luzgano, C. I., Navarro, J. H., Reyes, J. H., & Tolentino, P. C. (2024). Impact of product review videos on Tiktok on the online consumer behavior of selected generation Y and generation Z individuals in some areas of Balayan, Batangas. [Research output, De La Salle Medical and Health Sciences Institute]. GreenPrints. https://greenprints.dlshsi.edu.ph/grade_12/605