TikTok's influence on entertainment consumption intention in Portugal

Abstract

Currently, the presence of the internet and, more specifically, social media, plays an important role in consumers' day-to-day lives. Marketing strategies have had to evolve to better adapt/adjust to social media and subsequently communicate effectively with their target audience. This phenomenon gained even more importance when, during the COVID-19 pandemic, a new communication/social media platform emerged, gaining prominence: TikTok. Despite the vast literature on social media, the specific approach to TikTok, especially in Portugal, is quite limited, particularly concerning studying its influence on the entertainment consumption intention of its users. This study explores the relationship between 5 influencing factors of TikTok and the intention to consume entertainment products in Portugal. Based on 7 research hypotheses and their subsequent testing, primary data was collected through a survey divulged online. The hypotheses were tested using the multiple linear regression model and Andrew F. Hayes' PROCESS v4.1 macro. The results indicate that viral content and the influencers' knowledge (expertise) influence the intention to consume, and, on the other hand, time spent on the platform, emotional content, and trust in TikTok's influencers are not statistically significant. Gender, although not statistically significant, as a moderating variable, reveals behavioral trends. In conclusion, this study highlights the importance of TikTok in influencing the consumption of entertainment products, identifying key factors that impact this relationship.

Date of Award	26 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mónica Amâncio da Silva Borges (Supervisor)