The Role of Brand Awareness and Brand Recall in TikTok Marketing Campaigns towards Purchase Intention of Mandaya Gen Z

Abstract

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 awareness, brand recall, and purchase intention among Mandaya Gen Z in Cateel, Davao Oriental. Using the Uses and Gratification Theory as its framework, the research applied a quantitative descriptive-correlational design and surveyed 300 purposively selected TikTok users through an adapted questionnaire. Findings revealed high levels of brand awareness (\(\bar{x}\) = 4.01, s = 0.61), recall (\(\bar{x}\) = 3.67, s = 0.56), and purchase intention (\(\bar{x}\) = 3.65, s = 0.58) Significant positive relationships were found between brand awareness, recall, and purchase intention. Regression analysis revealed that brand recall (\(\beta\) = 0.513, p < 0.000) had a stronger influence than brand awareness (\(\beta\) = 0.287, p < 0.000) in predicting purchase behavior. These results underscored TikTok's effectiveness in shaping the purchasing decisions of Gen Z consumers through memorable and engaging brand content.