TikTok Marketing Strategies and Consumer Response: A Structural Equation Modeling Study on Purchase Intention in Thailand

Abstract

In an era where digital ecosystems transcend national boundaries, TikTok has emerged as a globally influential platform, reshaping international marketing strategies. This study examines the factors influencing Thai consumers’ purchase intention on TikTok using the Stimulus–Organism–Response framework. Specifically, it explores how advertisement characteristics (interactivity, entertainment, informativeness) and customer brand engagement shape consumer perceptions of value and trust, which drive purchase intention. Data were collected from 400 Thai TikTok users and analyzed using structural equation modeling. The findings reveal that interactivity, informativeness, and brand engagement significantly affect perceived value, while brand engagement does not significantly influence brand trust. Moreover, perceived value contributes positively to trust, and brand trust significantly influences purchase intention. Notably, entertainment did not significantly influence perceived value, whereas brand engagement showed a meaningful positive effect. Additionally, customer brand engagement did not affect trust significantly in this context. This study focuses on a high-engagement digital platform within an emerging market and, thus, provides fresh insights into how digital advertising stimuli operate within international marketing ecosystems. The theoretical and managerial implications are discussed for global marketers aiming to optimize content strategies on dynamic platforms such as TikTok.

1. Introduction

In the rapidly evolving digital communication landscape, social media platforms have redefined how brands engage with consumers. Among these platforms, TikTok has emerged as a dominant force, boasting over 1.5 billion downloads in its first three years [1]. It is characterized by its use of an innovative recommendation algorithm, short-form video formats, and high user interactivity, which offers a distinctive technological environment for marketers to communicate with a predominantly young, tech-savvy audience [2,3]. Consequently, the platform has gained considerable attention in global marketing for its potential to influence consumer attitudes and purchase decisions.

Despite the growing adoption of TikTok in various markets, the academic literature remains limited in examining how its unique technological features shape psychological constructs central to consumer behavior, such as perceived value and brand trust. Prior research on social media marketing has extensively investigated consumer engagement on platforms such as Facebook and Instagram [4,5]. However, TikTok’s dynamic, entertainment-driven, and participatory format presents a novel context that warrants separate examination. The platform’s algorithmic personalization, collaborative video formats, and participatory challenges create distinct user–brand interactions that may affect cognitive and emotional responses differently compared to more static social media environments [6].

As consumers increasingly seek authentic, interactive, and informative content, marketers face the challenge of designing TikTok campaigns that capture attention while fostering meaningful engagement and trust [7]. While earlier studies have focused mainly on entertainment-based appeals, emerging evidence suggests that interactivity, informativeness, and brand engagement may play a more decisive role in driving users’ perceived value and purchase intentions on TikTok. This study applies the Stimulus–Organism–Response (SOR) framework [8] to examine how consumers process digital marketing content on TikTok. In this model, advertisement characteristics (stimuli) influence psychological evaluations (organisms) such as perceived value and brand trust, which shape behavioral responses such as purchase intention [9,10]. The SOR model serves as the primary guiding theory, while Media Richness Theory (MRT) [11] and Uses and Gratifications Theory (UGT) [12] are employed as supporting perspectives to explain specific relationships within the framework.

Given the growing relevance of TikTok in Thailand’s digital economy, this study investigates the structural relationships among advertisement interactivity, entertainment, informativeness, and customer brand engagement (CBE) in shaping perceived value, brand trust, and purchase intention. This study focuses on the consumer context of an emerging Southeast Asian market, contributing to theoretical development and practical strategy in international marketing ecosystems.

Accordingly, the research addresses the following questions:

(1)

How do advertisement features (interactivity, entertainment, and informativeness) on TikTok influence consumers’ perceived value and brand trust?

(2)

What is the role of CBE in shaping perceived value and brand trust?

(3)

Do perceived value and brand trust mediate the relationship between advertising stimuli and purchase intention?

To answer these questions, the study tests a conceptual framework using data from 400 active Thai TikTok users. The findings contribute new insights into the evolving consumer-brand dynamics on short-form video platforms and offer strategic guidance for global marketers seeking to optimize digital engagement in emerging markets

2. Literature Review

The present study adopts the Stimulus–Organism–Response (SOR) framework as its primary guiding theory, complemented by Media Richness Theory (MRT) and Uses and Gratifications Theory (UGT) to justify specific relationships within the model.

2.1. The SOR Theory

The SOR framework, introduced by [8], is a comprehensive theoretical lens for examining how external stimuli influence internal psychological processes and ultimately lead to behavioral outcomes [8]. Within consumer research, the SOR model has gained considerable traction because it can capture cognitive and affective mechanisms underlying decision-making, particularly in digitally mediated environments [6,13]. The model is especially relevant for platforms such as TikTok, where interactive features, algorithmic personalization, and emotionally charged content elicit immediate consumer reactions [14,15]. This study adopts the SOR model as the foundation for exploring how TikTok-based advertising stimuli, enabled by these new technologies, affect Thai consumers’ internal evaluations and purchase intentions.

Unlike models such as the Technology Acceptance Model (TAM) or UTAUT, which emphasize perceived usefulness or ease of use, the SOR framework captures the nuanced interplay of emotional engagement, trust, and perceived value, making it particularly suitable for investigating short-form video environments powered by emergent technologies.

2.2. Social Media Advertisement Features

Social media advertising differs markedly from traditional advertising in its ability to deliver multi-sensory, interactive, and personalized experiences. The most prominent characteristics influencing user engagement and attitude formation, particularly within new media, are interactivity, entertainment, and informativeness [3,16]. On TikTok, these features are amplified by the platform’s technological affordances.

2.2.1. Interactivity

Interactivity refers to the extent to which a digital platform enables users to actively participate in two-way communication and influence the flow of advertising messages [17]. On TikTok, this feature is reflected in technological affordances—such as duet, stitch, and real-time challenges—that allow users to respond, remix, or comment on branded content without necessarily forming a personal connection with the brand [18].

According to Media Richness Theory, higher interactivity increases message clarity and immediacy through feedback loops and multimodal cues, leading to stronger cognitive engagement and perceived value of the advertisement itself. This conceptualization treats interactivity as a functional attribute of the media environment rather than an emotional bond with the brand, thereby distinguishing it from customer brand engagement, which reflects users’ deeper affective and relational involvement with a brand.

2.2.2. Entertainment

Entertainment in advertising refers to the degree of enjoyment and emotional engagement experienced by users. Based on the UGT [19], consumers actively seek content that fulfills their hedonic needs. TikTok’s format—emphasizing music, humor, and creativity—facilitates effective immersion. Prior studies confirm that entertainment-based content enhances brand evaluation and message retention [6,19], potentially increasing perceived value.

2.2.3. Informativeness

Informativeness reflects the usefulness and clarity of advertising content in aiding consumer decision-making. Information Processing Theory (IPT) [20] posits that consumers evaluate content based on relevance, accuracy, and decision support. On TikTok, informative ads that communicate product features, benefits, or usage instructions stand out amid the platform’s fast-paced environment [21]. Informative content reduces perceived risk and enhances consumers’ value assessment [22,23]. Collectively, these advertisement features are conceptualized as stimuli in the SOR model, driving internal cognitive and emotional responses.

Summary of Advertising Stimuli. Interactivity, entertainment, and informativeness were selected as the core advertising characteristics in this study. This selection follows the Advertising Value Model [24], which identifies entertainment and informativeness as the primary sources of advertising value, and the Stimulus–Organism–Response (SOR) paradigm [8,25], which justifies the inclusion of interactivity as a key digital stimulus. Consistent with prior research on social media and interactive advertising [26,27], these three variables represent the experiential stimuli that drive consumers’ cognitive and affective evaluations—specifically perceived value and brand trust—which ultimately influence purchase intention within the TikTok advertising context.

2.3. Customer Engagement Theory

Customer Engagement Theory conceptualizes engagement as a multidimensional psychological state encompassing cognitive, emotional, and behavioral aspects of consumers’ interactions with a brand [28]. On TikTok, customer brand engagement (CBE) is reflected in participatory behaviors such as liking, commenting, and sharing brand-related content, or co-creating videos that align with brand narratives [29,30]. These actions go beyond passive media consumption, representing users’ active involvement and identification with the brand.

Within the SOR framework, CBE functions as a brand-driven stimulus that elicits organism-level responses—namely perceived value and trust formation. In line with Social Exchange Theory, engagement fosters value perception through reciprocal interaction and perceived benefits. However, consistent with the current findings, CBE significantly enhances perceived value but does not directly translate into trust unless supported by continuous authenticity and relational reinforcement. This distinction highlights that CBE represents the psychological and behavioral bond between consumers and brands, rather than the technological affordance of the platform, distinguishing it clearly from interactivity.

Given TikTok’s algorithmic personalization and participatory culture, these engagement dynamics accelerate brand–consumer interactions, making CBE a crucial factor in understanding value creation in international marketing contexts [31,32].

A summary of key constructs, definitions, and theoretical positioning is provided in Appendix A (

Table A1. Conceptual definitions, key references, and theoretical positioning.

Construct	Conceptual Definition	Key References	Role in SOR Model
Interactivity	The extent to which the advertising platform enables users to participate in two-way communication and control the communication flow through features such as duet, stitch, and comments. It reflects the technological affordance of TikTok rather than users’ emotional connection to the brand.	[25,27,64]	Stimulus (Media-level)
Entertainment	The degree to which advertising content provides enjoyment and hedonic gratification, capturing users’ attention through humor, music, or creativity.	[3,22]	Stimulus
Informativeness	The extent to which advertisements provide relevant and useful information that enhances consumers’ understanding and decision-making.	[22,66]	Stimulus
Customer Brand Engagement (CBE)	A multidimensional psychological and behavioral state reflecting consumers’ cognitive, emotional, and behavioral investment in brand-related interactions (e.g., liking, sharing, commenting, co-creating). Distinct from interactivity, CBE represents brand-level user response.	[28,29,67]	Stimulus (Brand-level)
Perceived Value	Consumers’ overall assessment of the utility and benefits derived from the advertising experience on TikTok.	[48,49]	Organism
Brand Trust	The confidence consumers place in a brand’s integrity and reliability based on perceived value and interactions.	[45,68]	Organism
Purchase Intention	The likelihood that consumers intend to purchase products or services featured in TikTok advertising.	[9,50]	Response

) for reference.

3. Research Model and Hypotheses

3.1. Interactivity and Perceived Value

Interactivity is critical in digital advertising, particularly on platforms such as TikTok, which allow users to engage with content through likes, comments, duets, and algorithmic personalization. Interactivity reflects the degree to which users can influence the content and flow of communication in real time, transforming their role from passive recipients to active co-creators [32]. These interactive affordances enhance cognitive and emotional involvement, giving consumers a sense of control and psychological agency over their digital experiences.

According to Media Richness Theory (MRT), richer media—those capable of providing immediate feedback, multiple cues, natural language, and personalization—are more effective in reducing ambiguity and enhancing user understanding [11]. Platforms such as TikTok exemplify rich-media environments by enabling real-time participation and multimodal interaction formats. Such technological affordances strengthen users’ cognitive processing and sense of control, thereby enhancing their perceived value of the advertisement rather than simply encouraging brand-level engagement.

Empirical studies support these theoretical insights. For example, Ref. [6] found that interactive advertising on short-form video platforms significantly enhances users’ perceived informativeness, engagement, and enjoyment—key components of perceived value. Similarly, Ref. [33] demonstrated that consumers’ engagement with social networking sites is shaped by trust, tie strength, and interactive relationships, all of which improve brand-related evaluations. In the TikTok context, participatory features such as duets, commenting, and live responses stimulate emotional resonance and relevance, ultimately contributing to consumers’ value assessments [34].

In this study, interactivity is conceptualized as a media-level stimulus within the SOR framework. It captures the technological affordances of the platform that shape internal consumer evaluations—specifically perceived value—which subsequently influence behavioral outcomes such as purchase intention. Accordingly, the following hypothesis is proposed:

H1: 

The interactivity of TikTok advertisements positively influences perceived value.

3.2. Entertainment and Perceived Value

Entertainment is central in digital advertising, capturing attention and evoking affective responses that influence consumer evaluations. It refers to the extent to which content is enjoyable, emotionally engaging, and aesthetically stimulating [3]. On platforms such as TikTok, users actively seek humorous, creative, or emotionally resonant short-form content that often serves hedonic and escapist purposes rather than purely informational ones [35].

Grounded in the Uses and Gratifications Theory (UGT), consumers are motivated to interact with media content that satisfies their hedonic needs, including escapism and enjoyment [12,36]. Ref. [19] identified entertainment as one of the most frequent gratifications driving social media use. Recent evidence extends this view to TikTok: its sound-driven, algorithmically personalized videos stimulate enjoyment and connection, though not always resulting in higher perceived value or purchase intention [37,38,39].

Furthermore, empirical research indicates that Generation Z users on TikTok often prioritize informational and relational gratifications—such as authenticity, usefulness, and interactivity—over passive amusement. This preference may explain why entertainment-based content captures attention but shows weaker predictive effects on perceived value [40,41].

Entertainment-rich advertisements can still foster emotional immersion, enhancing satisfaction and brand evaluation when the content is relevant and authentic [35,40]. On TikTok, features such as music, humor, filters, and storytelling create affective resonance that encourages positive brand evaluations and consumer value recognition. Within the SOR framework, entertainment functions as a stimulus that evokes affective states (organism), although its influence on value formation may be secondary to informational and interactive factors. Accordingly, the following hypothesis is proposed:

H2: 

The entertainment value of TikTok advertisements positively influences perceived value.

3.3. Informativeness and Perceived Value

Informativeness—a core component of advertising effectiveness—refers to the degree to which content provides useful, accurate, and relevant information that aids consumers in making informed decisions [22]. On digital platforms such as TikTok, informativeness may be communicated through product demonstrations, user-generated reviews, or expert recommendations embedded in short-form videos. When advertisements are perceived as informative, users tend to consider them more valuable and trustworthy.

Within the Stimulus–Organism–Response (SOR) framework, informativeness functions as a cognitive stimulus that triggers internal evaluative processes, leading to higher perceptions of value and trust. When users perceive content as clear, credible, and relevant, they engage in deeper cognitive elaboration that enhances understanding and confidence in the brand message.

Recent empirical studies highlight that, in short-form video contexts such as TikTok, informativeness enhances message clarity and strengthens user confidence in brand credibility. Ref. [38] demonstrated that informational cues embedded in short videos significantly influence perceived usefulness and purchase intention. Similarly, Ref. [39] found that clear, informative content within TikTok Shop advertising builds trust and perceived value among Gen Z consumers. In addition, Ref. [37] showed that algorithmic personalization reinforces perceived informativeness by tailoring messages to user interests, thereby increasing cognitive engagement.

Collectively, these findings suggest that informativeness not only reduces uncertainty but also deepens users’ evaluative processing in the high-speed, visually rich TikTok environment. Accordingly, the following hypothesis is proposed:

H3: 

The informativeness of TikTok advertisements positively influences perceived value.

3.4. Customer Brand Engagement (CBE) and Perceived Value

The Customer Brand Engagement (CBE) is a multidimensional psychological state reflecting consumers’ cognitive, emotional, and behavioral investment in brand-related interactions [28]. On platforms such as TikTok, engagement appears through liking, commenting, sharing, and participating in branded challenges—activities that go beyond transactional exchange and allow users to co-create brand meaning and derive value through experience.

Within the Stimulus–Organism–Response (SOR) framework, CBE functions as a brand-level stimulus that elicits both cognitive and affective responses (organism), shaping perceived value and subsequent behavioral intentions. This conceptualization aligns with Customer Engagement Theory, which treats engagement as a co-creative process that generates brand-related value [42]. Engaged consumers internalize brand messages, link them to meaningful experiences, and form favorable brand evaluations that enhance perceived value.

Empirical evidence corroborates this relationship in short-form video and social-commerce contexts. Ref. [38] show that active participation and shared value creation in short-video marketing strengthen consumers’ perceived usefulness and satisfaction. Ref. [39] find that interactive behaviors on TikTok Shop—such as liking and commenting—enhance perceived trust and value among Gen Z users. Ref. [37] demonstrate that TikTok’s recommendation algorithm amplifies participatory engagement, intensifying users’ sense of involvement and brand connection. Complementing these findings, Ref. [43] report that online brand engagement behaviors driven by emotional and rational processes directly increase perceived value, while Ref. [44] show that authentic content creation enhances brand authenticity and trust—key components of value evaluation in social media settings.

Such engagement fosters emotional resonance, empowerment, and psychological ownership, which strengthen perceived authenticity and brand relevance—core dimensions of perceived value in the TikTok environment. Accordingly, the following hypothesis is proposed:

H4: 

Customer Brand Engagement (CBE) on TikTok positively influences perceived value.

3.5. Customer Brand Engagement (CBE) and Brand Trust

Brand trust refers to the consumer’s willingness to rely on a brand based on beliefs in its reliability, integrity, and benevolence [45]. In digital environments such as TikTok, trust is shaped through relational and interactive experiences where consumers engage directly with brand content. A key antecedent of trust in this context is Customer Brand Engagement (CBE), which represents a consumer’s cognitive, emotional, and behavioral involvement in brand-related interactions [42].

This relationship can be interpreted through Social Exchange Theory [46], which posits that trust-based relationships emerge from reciprocal benefits and fair exchange. When consumers invest time and emotional energy in brand activities—such as commenting on videos or joining challenges—they expect recognition or personalized responses in return. Reciprocal attention from brands creates a sense of fairness and mutual respect, which reinforces perceptions of trustworthiness [46,47].

Empirical studies confirm that interactive and participatory engagement fosters brand trust in social media contexts. For example, Ref. [39] found that active interaction with TikTok Shop brands enhances perceived trust and relationship quality among Gen Z consumers. Ref. [37] show that TikTok’s algorithmically driven engagement loop amplifies relational connection and loyalty. Ref. [43] further demonstrate that emotional and rational engagement behaviors build trust through consistency and shared value perception.

Within the Stimulus–Organism–Response (SOR) framework, CBE acts as a relational stimulus that activates the consumer’s psychological state brand trust which subsequently influences long-term behaviors such as loyalty and purchase intention. Accordingly, the following hypothesis is proposed:

H5: 

Customer Brand Engagement (CBE) on TikTok positively influences brand trust.

3.6. Perceived Value and Brand Trust

Perceived value represents consumers’ overall evaluation of the utility or worth of a product or service based on their assessment of benefits versus costs [48]. In digital advertising contexts, value perception arises when users believe that the advertising content provides relevant, informative, or enjoyable experiences that justify their attention and engagement [49]. On platforms like TikTok, perceived value may include both functional aspects (e.g., usefulness, informativeness) and emotional aspects (e.g., enjoyment, social connection).

Existing literature consistently identifies perceived value as a key antecedent of brand trust, particularly in online and social media environments where direct product experience is absent [45,50]. When consumers perceive that a brand delivers meaningful and beneficial experiences through its digital content, they are more likely to view the brand as credible and dependable. This process reflects the cognitive–affective mechanism within the SOR framework, in which value judgments (organism–cognitive) translate into emotional confidence (organism–affective) that culminates in trust.

In the context of TikTok advertising, perceived value functions as an evaluative filter through which consumers interpret brand actions. When advertisements are seen as useful, engaging, and consistent with consumer expectations, trust in the brand is strengthened. Conversely, when value perceptions are low, skepticism and perceived risk increase, weakening trust formation. Accordingly, the following hypothesis is proposed:

H6: 

Perceived value positively influences brand trust.

3.7. Brand Trust and Purchase Intention

Brand trust is a critical determinant of consumer behavior in online and social-media environments, where direct product experience is limited and perceived risk is heightened. It reflects a consumer’s belief in a brand’s integrity, reliability, and competence to deliver promised outcomes [45]. On short-form video platforms such as TikTok, trust becomes essential for guiding purchase decisions because content is rapidly consumed and interactions are primarily intangible.

Within the Stimulus–Organism–Response (SOR) framework, brand trust operates as an organism-level response that transforms consumers’ cognitive and affective evaluations into behavioral intention. Trust functions as a psychological bridge between evaluation and action, reducing uncertainty and encouraging willingness to purchase.

Empirical research consistently shows that trust is one of the strongest predictors of purchase intention in digital contexts. Ref. [51] demonstrated that trust significantly predicts behavioral intention in e-commerce settings. Recent studies confirm similar mechanisms in social-media commerce. For instance, Ref. [39] found that trust toward TikTok Shop sellers directly increases consumers’ purchase intention. Ref. [38] likewise reported that perceived relational trust mediates the effect of short-video engagement on buying decisions. Ref. [43] further observed that emotional and rational engagement behaviors foster trust, which subsequently enhances purchase intention.

When brands display authenticity, transparency, and responsiveness on TikTok—for example, through genuine creator partnerships or timely interaction with users—they strengthen consumers’ trust and, consequently, their willingness to transact. This dynamic underscores that trust integrates the cognitive assurance of credibility with the affective assurance of relational warmth, leading to stronger behavioral intention.

Accordingly, the following hypothesis is proposed:

H7: 

Brand trust positively influences purchase intention.

The proposed research model, based on the Stimulus–Organism–Response (SOR) paradigm, depicts the influence of key TikTok technological features and marketing strategies—interactivity, entertainment, informativeness—as well as customer brand engagement on perceived value and brand trust, which, in turn, affect purchase intention as shown in Figure 1.

4. Methodology

4.1. Research Design

This study employed a quantitative research methodology using a cross-sectional survey design guided by the Stimulus–Organism–Response (SOR) theoretical framework. The model posits that marketing stimuli—interactivity, informativeness, entertainment, and customer brand engagement—influence internal psychological responses (perceived value and brand trust), which in turn affect purchase intention. The study tested seven hypotheses (H1–H7) using primary data collected from active TikTok users in Thailand. This design was appropriate for examining the causal relationships between digital advertising characteristics and consumer behavioral outcomes in a natural social media environment.

4.2. Sampling and Data Collection

The target population consisted of Thai consumers aged 18 years and above who had used the TikTok application within the past 30 days. A purposive sampling technique was employed to select participants who actively engage with TikTok advertisements, ensuring relevant experience with the study context. A screening section at the beginning of the questionnaire verified user eligibility before participation. Data were collected between November 2024 and January 2025 through an online self-administered questionnaire, which took approximately 5–10 min to complete. A total of 400 valid responses were obtained from participants across various provinces in Thailand, representing both urban and rural demographics. While the sample is diverse, it primarily represents active Thai TikTok users—predominantly aged 18–35 years—and therefore may not fully reflect the broader Thai consumer population. The findings should thus be interpreted as indicative of TikTok’s dominant user demographic rather than generalized to all Thai consumers. This demographic focus is consistent with current national statistics on TikTok usage in Thailand [52]

Participation was voluntary and anonymous, and all respondents provided informed consent prior to beginning the survey. The study protocol received approval from the Human Research Ethics Committee of Walailak University (Approval No. WUEC-24-359-01, dated 22 October 2024) and fully adhered to international ethical standards for research involving human participants.

4.3. Measurement Instruments

The questionnaire comprised two main parts: demographic information and constructs based on the conceptual framework. All measurement items were rated using a five-point Likert scale ranging from 1 (Strongly disagree) to 5 (Strongly agree). Each construct was measured by three reflective items, adapted from established and validated scales relevant to social media advertising, short-form video engagement, and consumer-brand relationships. The constructs included Interactivity, Entertainment, Informativeness, Customer Brand Engagement (CBE), Perceived Value, Brand Trust, and Purchase Intention. The measurement items were drawn and adapted from prior studies as shown source in Appendix A 

Table A2. Measurement items, references, and sources.

Variable	Question	Reference	Source	Status After SEM
Interactivity	I find brand advertisements on TikTok to be interesting and highly interactive	[69]	Available online: https://www.researchgate.net/publication/298972917_Measures_of_perceived_interactivity_An_exploration_of_the_role_of_direction_of_communication_user_control_and_time_in_shaping_perceptions_of_interactivity (accessed on 30 May 2024).	Retain
Interactivity	I can participate or be involved with the brand advertisement content on TikTok	[69]	Available online: https://www.researchgate.net/publication/298972917_Measures_of_perceived_interactivity_An_exploration_of_the_role_of_direction_of_communication_user_control_and_time_in_shaping_perceptions_of_interactivity (accessed on 7 July 2024).	Retain
Interactivity	TikTok is a platform that creates two-way communication in brand advertisements	[69]	Available online: https://www.jstor.org/stable/4189224 (accessed on 30 May 2024).	Retain
Entertainment	Brand advertisements on TikTok provide entertainment for me	[24]	Available online: https://www.tandfonline.com/doi/abs/10.1080/00218499.1996.12466626 (accessed on 7 July 2024).	Drop
Entertainment	I feel happy watching brand advertisements on TikTok	[24] (adaptations)	Available online: https://www.eajournals.org/wp-content/uploads/The-Influence-of-Ducoffes-Advertising-Value-Model.pdf (accessed on 7 July 2024).	Retain
Entertainment	Brand advertisements on TikTok are fun and amusing	[24]	Available online: https://www.tandfonline.com/doi/abs/10.1080/00218499.1996.12466626 (accessed on 7 July 2024).	Retain
Informativeness	Brand advertisements on TikTok provide information to me	[24]	Available online: https://www.tandfonline.com/doi/abs/10.1080/00218499.1996.12466626 (accessed on 7 July 2024).	Retain
Informativeness	Brand advertisements on TikTok provide valuable information	[24]	Available online: https://www.eajournals.org/wp-content/uploads/The-Influence-of-Ducoffes-Advertising-Value-Model.pdf (accessed on 7 July 2024).	Drop
Informativeness	I find the information in brand advertisements on TikTok useful	[24]	Available online: https://www.tandfonline.com/doi/abs/10.1080/00218499.1996.12466626 (accessed on 7 July 2024).	Retain
Customer Brand Engagement	I engage with brands on TikTok frequently by liking their content	[29]	Available online: https://www.sciencedirect.com/science/article/pii/S1094996813000649; https://journals.sagepub.com/doi/10.1177/1094670511411703 (accessed on 8 July 2024).	Retain
Customer Brand Engagement	I often share brand content on TikTok with others	[29]	Available online: https://www.sciencedirect.com/science/article/pii/S1094996813000649; https://journals.sagepub.com/doi/10.1177/1094670511411703 (accessed on 8 July 2024).	Retain
Customer Brand Engagement	I feel emotionally connected to brands I interact with on TikTok	[29]	Available online: https://www.sciencedirect.com/science/article/pii/S1094996813000649; https://journals.sagepub.com/doi/10.1177/1094670511411703 (accessed on 8 July 2024).	Retain
Perceived Value	I perceive that the brand’s products promoted on TikTok have value	[49]	Available online: https://www.sciencedirect.com/science/article/pii/S0022435901000410 (accessed on 12 July 2024).	Retain
Perceived Value	Brand advertisements on TikTok emphasize commitment to environmental protection	[70]	Available online: https://www.emerald.com/bss/article-abstract/12/2/73/67654/Investigation-of-green-marketing-tools-effect-on?redirectedFrom=fulltext (accessed on 12 July 2024).	Retain
Perceived Value	Brand advertisements on TikTok show eco-friendly practices	[70]	Available online: https://www.emerald.com/bss/article-abstract/12/2/73/67654/Investigation-of-green-marketing-tools-effect-on?redirectedFrom=fulltext (accessed on 12 July 2024).	Retain
Purchase Intention	Brand content on TikTok reflects efforts to preserve the environment	[70]	Available online: https://www.emerald.com/bss/article-abstract/12/2/73/67654/Investigation-of-green-marketing-tools-effect-on?redirectedFrom=fulltext (accessed on 12 July 2024).	Retain
Purchase Intention	I perceive that the brand’s products promoted on TikTok have value	[49]	Available online: https://www.sciencedirect.com/science/article/pii/S0022435901000410 (accessed on 12 July 2024).	Retain
Purchase Intention	Brand advertisements on TikTok make me feel their products are worth buying	[49]	Available online: https://www.researchgate.net/publication/223248568_Consumer_Perceived_Value_The_Development_of_a_Multiple_Item_Scale (accessed on 12 July 2024).	Retain

. The questionnaire was pilot-tested with 40 qualified participants to ensure clarity, relevance, and internal consistency. Participants were asked to provide feedback on item comprehension, clarity of wording, and ease of completion. Reliability analysis using Cronbach’s alpha indicated acceptable internal consistency across all constructs (α = 0.72–0.86), with Interactivity (α = 0.81), Customer Brand Engagement (α = 0.84), and Brand Trust (α = 0.80) demonstrating strong reliability.

To minimize common method bias, procedural remedies were applied, including randomization of item order, ensuring respondent anonymity, and using clear, neutral wording throughout the instrument. Based on pilot results, no major modifications were required, and the final instrument was considered appropriate for large-scale data collection.

4.4. Data Analysis Procedure

The data analysis procedure was conducted in two sequential phases to ensure the descriptive clarity and inferential validity of the dataset.

1.

Descriptive Statistics

SPSS version 28 was used to compute frequencies, percentages, means, and standard deviations for the demographic characteristics and behavioral indicators of the sample. This preliminary step provided an overview of participant profiles and general usage patterns of the TikTok application.

2.

Common Method Bias (CMB) Test

To assess potential common method variance, Harman’s single-factor test was performed. The unrotated factor solution revealed that the first factor accounted for 31.45% of the total variance, which is below the recommended 50% threshold [53], indicating that common method bias was unlikely to pose a significant problem.

3.

Structural Equation Modeling (SEM)

To assess the proposed relationships among constructs, SEM was employed using AMOS version 24. The analysis followed established guidelines recommended by Hair et al. (2019) [54] and Kline (2016) [55]. The model evaluation involved two key steps:

• • Measurement Model Assessment: Confirmatory Factor Analysis (CFA) was used to examine the reliability and validity of the measurement constructs.
  • Structural Model Assessment: The path analysis was performed to test the hypothesized relationships among variables.

The model’s goodness-of-fit was evaluated using widely accepted indices:

• • Chi-square to degrees of freedom ratio (${\mathit{X}}^2$/df) ≤ 3.0;
  • Comparative Fit Index (CFI) ≥ 0.90;
  • Tucker–Lewis Index (TLI) ≥ 0.90;
  • Root Mean Square Error of Approximation (RMSEA) ≤ 0.08.

This structured approach ensured that the findings derived from the SEM analysis were statistically sound and aligned with the theoretical framework proposed in the study.

4.

Mediation Analysis and Bootstrapping

To further test the indirect effects of perceived value and brand trust, a mediation analysis was performed using the bootstrapping resampling method with 5000 bootstrap samples and bias-corrected 95% confidence intervals, ensuring robust estimates of mediation paths [56]. This structured analytical approach ensured that the findings were statistically sound, free from substantial method bias, and consistent with the theoretical SOR framework.

5. Results

5.1. Demographics

The sample comprised 400 respondents, with 85.8% identifying as female, and 14.3% were males. Most were young adults, with 68.5% aged 18–25 years and 21.8% aged 26–30 years. Educational attainment was relatively high, as over 60% held or were pursuing at least a bachelor’s degree. About occupation, approximately half were students, followed by employees in the private sector. Most reported monthly personal incomes of 25,000 THB or less, with a substantial portion earning below 10,000 THB, consistent with the student-heavy sample. Regarding TikTok usage behavior, most participants used the platform daily, typically for one to three hours, with peak usage occurring in the evening. The majority had encountered brand marketing content on the “For You Page” (FYP). Common engagement behaviors included watching, liking, and sharing content. Many also utilized TikTok Creator tools and TikTok Shop, indicating active involvement in content consumption and online commerce within the app. Regarding TikTok usage, 52% of respondents reported using the platform daily, and 31.75% used it several times a week. The majority (74.5%) had previously encountered brand advertisements on TikTok, and 60.25% had interacted with such content by liking, commenting, or sharing.

5.2. Scale Purification

To explore the underlying dimensions of the seven variables, an exploratory factor analysis (EFA) with varimax rotation was performed on the original 21 measurement items. The analysis yielded seven distinct factors, comprising 19 items. These factors aligned with the original measurement scales. All retained items demonstrated factor loadings exceeding the recommended threshold of 0.50 [57].

5.3. Common Method Bias Analysis

Harman’s single-factor test was conducted to assess the potential influence of common method variance. The unrotated factor analysis revealed that the first factor explained 31.447% of the total variance, which is below the 50% threshold, indicating that common method bias is unlikely to pose a significant problem in this study.

5.4. Analytical Procedures

To test the hypotheses, this study followed a two-step approach recommended by [58]. First, CFA was conducted using AMOS 14.0 to evaluate the convergent and discriminant validity of the constructs. Based on the CFA results, the proposed structural model was tested to examine the hypothesized relationships among the constructs.

5.5. Validity of the Measures

A CFA with all 19 items revealed a good fit between the data and the measurement model. Specifically, results in

Table 1. CFA and scale validity.

Scale Items	Standardized Loading	t-Value	Cronbach’s Alpha	CR	AVE
Interactivity			0.827	0.829	0.618
INT1	0.79	-
INT2	0.80	16.33
INT3	0.76	15.61
Entertainment value		0.887	0.889	0.800
ENT2	0.88	-
ENT3	0.90	22.44
Informativeness			0.820	0.820	0.696
INF1	0.83	-
INF3	0.83	17.47
Brand engagement		0.843	0.869	0.688
BEQ1	0.80	-
BEQ2	0.83	16.66
BEQ3	0.84	15.62
Perceived value			0.846	0.819	0.601
VAL1	0.79	-
VAL2	0.77	16.31
VAL3	0.75	15.82
Brand trust			0.910	0.911	0.774
TRU1	0.85	-
TRU2	0.91	24.00
TRU3	0.88	22.79
Purchase intention		0.900	0.899	0.749
INT1	0.84	-
INT2	0.88	21.52
INT3	0.89	21.86
Fit indices of the model	χ2 = 331.230, df = 129, χ2/df = 2.568, GFI = 0.923, AGFI = 0.886, CFI = 0.964, TLI = 0.952, RMSEA = 0.063, and RMR = 0.025

indicate that all measured items significantly loaded on their corresponding construct, which suggests high convergent validity [54]. According to [59], discriminant validity is achieved if the squared root of average variance extracted (AVE) of the construct of interest is greater than the absolute value of correlations between that construct and all other constructs in the model. Results in Table 1: CFA and scale validity show that the square root of AVEs of each construct is greater than all squared correlations. Therefore, discriminant validity of constructs in the model existed.

5.6. Estimation of Structural Model

Based on the CFA results, the full structural model was employed to test the hypotheses regarding the relationships variables. The results of the full structural model analysis are reported in

Table 2. Discriminant validity analysis.

	Value	Entertain	Interact	Informative	Brand Engagement	Trust	Intention
Value	0.875
Entertain	0.709	0.895
Interact	0.767	0.754	0.786
Informative	0.803	0.759	0.718	0.834
Brand Engagement	0.669	0.620	0.665	0.611	0.829
Trust	0.850	0.625	0.678	0.671	0.569	0.880
Intention	0.834	0.616	0.670	0.686	0.664	0.795	0.865

Notes: The bold diagonal values represent the square root of AVE; the off-diagonal values are the correlations among the constructs.

. The overall model exhibited a good fit: χ² = 395.077, df = 137, χ²/df = 2.884, GFI = 0.911, AGFI = 0.876, CFI = 0.954, TLI = 0.943, RMSEA = 0.069, and RMR = 0.043. Out of the seven hypotheses, five were supported. Inactivity (β = 0.33, t-value = 4.02), informativeness (β = 0.43, t-value = 5.25), and brand engagement (β = 0.27, t-value = 2.77) each had a significant positive effect on perceived value. In turn, perceived value (β = 0.87, t-value = 11.91) was positively associated with brand trust, which itself showed a significant relationship with purchase intention (β = 0.83, t-value = 16.45) as shown in Figure 2. The hypothesis testing results derived from the structural model are presented in

Table 3. Structural Model Analysis.

Structural Path	Standardized Regression Coefficient	t-Value	Hypothesis Testing
Interactivity → Perceived Value	0.327	4.016	H1: Supported
Entertainment → Perceived Value	0.045	0.572	H2: Not supported
Informativeness → Perceived Value	0.428	5.252	H3: Supported
Brand Engagement → Perceived Value	0.269	2.765	H4: Supported
Brane Engagement → Brand Trust	0.020	0.738	H5: Not supported
Perceived Value → Brand Trust	0.870	11.914	H8: Supported
Brand Trust → Purchase Intention	0.831	16.451	H9: Supported

.

5.7. Mediation Analysis

To examine the mediating roles of perceived value and trust in the relationship between social media attributes and purchase intention, a mediation analysis was conducted using AMOS. Following the classical approach proposed by [60], the analysis assessed the direct and indirect effects of Interactivity, Entertainment Value, Informativeness, and Brand Engagement on purchase intention through the proposed mediators.

To ensure the robustness of the mediation results, the bootstrap resampling method was employed with 5000 bootstrap samples and bias-corrected confidence intervals at 95%. The mediation analysis outcomes are summarized in

Table 4. Mediation Test.

	Total Effects	Direct Effects	Indirect Effects
Interactivity → Value → Trust → Purchase Intention	0.216	0.065	0.151 ***
Entertainment Value → Value → Trust → Purchase Intention	−0.032	−0.049	0.017
Informativeness → Value → Trust → Purchase Intention	0.379 ***	0.179	0.200 ***
Brand engagement → Value → Trust → Purchase Intention	0.309 ***	0.241 ***	0.068

Note: *** Statistically significant at p < 0.001 (two-tailed).

.

6. Discussion

This study provides empirical evidence clarifying how TikTok’s unique advertising features and brand interaction dynamics influence consumer perceptions and purchase intentions within an emerging-market context. These findings extend prior SOR-based digital advertising studies by illustrating how both technological (interactivity, informativeness) and relational (CBE) cues jointly shape consumer cognition and affect in short-form video environments. Drawing upon the Stimulus–Organism–Response (SOR) framework [8,9], the results demonstrate that interactivity, informativeness, and customer brand engagement (CBE) serve as key technological and relational stimuli that significantly enhance perceived value, while entertainment and the direct link between CBE and trust were not significant. This study advances the SOR framework by incorporating relational co-creation as a stimulus dimension, demonstrating its relevance in algorithm-driven social media ecosystems.

First, the findings confirm that interactivity and informativeness are the strongest predictors of perceived value. Interactive and information-rich advertisements—facilitated by TikTok’s algorithmic personalization, real-time feedback, and participatory affordances—enable users to process brand messages cognitively and perceive higher utility and credibility. These results are consistent with Media Richness Theory [11] and prior short-video studies showing that richer, responsive content enhances perceived usefulness and satisfaction [2,6,35].

Second, the significant impact of CBE on perceived value but its non-significant effect on brand trust highlights a critical nuance. Engagement behaviors such as liking, sharing, and participating in challenges contribute to consumers’ sense of involvement and co-creation, strengthening value perceptions. However, without consistent authenticity and reciprocal interaction from brands, such engagement does not necessarily translate into trust. This aligns with Social Exchange Theory [47], which posits that sustained trust arises only when relational benefits are perceived as fair and mutual [46,61]. Hence, marketers must convert user interaction into relational continuity through genuine acknowledgment and transparent communication.

Third, the non-significant influence of entertainment suggests that, among Thai TikTok users, hedonic enjoyment alone is insufficient to generate perceived value. Instead, users appear to value functional and informational relevance, especially when content reduces uncertainty and provides tangible utility. This pattern reflects a broader shift in emerging markets, where audiences increasingly prefer authenticity and informational clarity over mere amusement or aesthetic appeal [55,58,59]. This pattern aligns with recent short-video studies indicating that informational relevance outweighs entertainment gratifications in driving engagement and value perceptions [27]

The sequential pathway from perceived value to brand trust and purchase intention validates the SOR mechanism, highlighting that cognitive evaluations of value foster affective confidence (trust), which in turn drives behavioral intention. This finding underscores that consistent and meaningful value delivery remains essential to digital trust formation, aligning with prior e-commerce research [10,43,51,62].

Collectively, these results emphasize that perceived value is necessary but not sufficient for sustaining trust. Relational cues—transparency, responsiveness, and social proof—must complement technological richness to build durable brand relationships in algorithm-driven environments. For TikTok marketers, this implies designing campaigns that merge interactivity and informativeness with authentic, two-way communication rather than relying solely on entertaining content [6].

From an international marketing perspective, the study contributes to understanding how consumers in emerging markets engage with globalized content ecosystems. While TikTok offers standardized technological affordances, consumer responses remain culturally shaped. The focus on Thai TikTok users offers a unique contribution to the literature, as most previous studies on TikTok advertising have been conducted in Western or East Asian contexts (e.g., [27]). Thailand represents an emerging digital market with a collectivist culture, where social interaction and community-based values play a stronger role in shaping online engagement [63,64]. Consequently, the findings from this study extend prior S–O–R applications by demonstrating how advertising stimuli operate within a culturally distinct environment, thus offering a complementary perspective to global consumer behavior research. These culturally contingent findings highlight the importance of verifying whether such relational-functional dynamics persist across different digital ecosystems. Future research could adopt longitudinal or multi-market designs to track how brand trust and perceived value evolve across cultures and over time.

Theoretically, this study advances prior SOR-based models by integrating relational and technological perspectives in a short-form video environment. Unlike prior studies emphasizing hedonic gratifications, this research demonstrates that perceived value and trust are primarily shaped by interactivity, informativeness, and participatory co-creation—revealing a functional–relational pathway that extends SOR theory into algorithmic media ecosystems.

This pattern can also be interpreted through a cultural lens. In collectivist societies such as Thailand, consumers tend to emphasize practical and community-oriented benefits rather than hedonic enjoyment [64,65]. Consequently, informational and interactive stimuli may play a more dominant role in shaping perceived value, whereas entertainment serves as an expected baseline feature rather than a decisive factor in brand evaluation. Similarly, brand engagement behaviors may be driven more by social conformity or peer participation than by enduring brand–consumer relationships. These findings highlight the need to contextualize the S–O–R framework within specific cultural and platform dynamics.

7. Conclusions and Implications

This study advances our understanding of consumer behavior in digital ecosystems by applying the SOR model to TikTok, a globally pervasive short-form video platform. The results show that advertising interactivity and informativeness significantly drive perceived value and brand trust, both of which mediate purchase intention. These findings indicate that consumers in emerging markets such as Thailand tend to prioritize informational relevance and credibility over hedonic appeal.

From a theoretical perspective, the study emphasizes the SOR framework as the core theoretical lens and extends its application to short-form video contexts by integrating relational co-creation and technological interactivity as stimulus dimensions. To our knowledge, this is among the first empirical studies to apply SOR to TikTok in an emerging-market setting, filling a gap in international marketing literature.

Managerially, the findings offer practical guidance for marketers operating on TikTok’s algorithm-driven and participatory platform. Interactive and information-rich storytelling with localized content can strengthen value perceptions, particularly among Thai Gen Z audiences. Marketers should adopt audience segmentation based on generational preferences—Gen Z favor playful interactive formats, whereas Millennials value informativeness and transparency. Brands should also leverage TikTok’s native tools such as duets, polls, live sessions, and hashtag challenges to convert passive viewing into co-creation. Collaborations with micro-influencers and local communities can further enhance authenticity and trust. Together, these strategies translate the study’s theoretical insights into actionable marketing tactics for emerging markets.

Future research could extend this study through cross-cultural comparisons to validate the robustness of the SOR model across different markets and cultures. Longitudinal or experimental designs could further clarify causal mechanisms and the long-term effects of short-form video advertising. Exploring AI-driven personalization and algorithmic recommendation systems would also help explain how technological and cultural factors jointly shape consumer trust and purchase intention.

In summary, this research contributes to the advancement of SOR-based consumer-behavior theory and provides clear, practical insights for marketers navigating the rapidly evolving landscape of short-form video advertising.