The Role of Brand Awareness and Brand Recall in TikTok Marketing Campaigns towards Purchase Intention of Mandaya Gen Z
Joshua S. Canoza, Daniel E. Espirituoso, Althea Jay A. Macabante, Roby G. Fuentes, Jenus C. Silvosa & JR A. Mantog · Asian Journal of Education and Social Studies · 2025
Social media has proliferated, with TikTok being an influential platform that has revolutionized marketing strategies worldwide. However, its influence on a specific demographic segment remains understudied. Thus, this study examined how TikTok marketing campaigns influence brand...
Open access
Research Article
10.9734/ajess/2025/v51i92440