Brand Communication in TikTok Application through the users’Communication behaviors toward Shopee

Abstract

        The aim of this research is to study the marketing communication  of the brand Maybelline through the TikTok application , examine consumers’ decision-making behavior in the Shopee application, and explore the exposure behavior of Maybelline on the TikTok application among people in Bangkok Metropolitan. The research utilized a quantitative approach  through the use of a survey. The sample size consisted of 428 people. The research tool employed was a  questionnaire, which included  three sections: 1)  demographics, 2)  exposure behavior, and 3) brand communication of Maybelline in the TikTok  application.  Statistical  analysis software was used to calculate for mean, percentage, standard deviation, and Anova.

        The research finding revealed  that the majority of participants were female, undergraduate students , age between 21 and 30 years, with an income of 10,000 baht or lower, and single. They spent more than one hour on Facebook  playing the TikTok application and used  the Shopee application once  a month. The factors influencing  the decision-making process for Maybelline were the product quality and individual preferences.  The hypothesis testing showed a significant difference in the participants’ understanding of brand communication based on gender, with an Anova value of 3.724 and p-value 0.025*. Similarly, there was a significantly difference in attitudes towards brand communication based on gender, with an Anova value of 3.384 and p-value 0.035*. Females demonstrated a better understanding of brand communication compared to males, and females also exhibited more favorable attitudes towards brand communication than males.

        Regarding the participants’ opinions, the factors that influenced their purchasing decisions were the differences in their understanding and attitudes towards brand communication, with significant difference found through Anova tests, yielding  an Anova value of 2.70 and p-value 0.05* for understanding and an Anova value of 4.82 p-value 0.00* for attitudes . The quality of the product and its price were identified as key factors influencing  the decision–making process. Participants who prioritized quality and suitability demonstrated a better sense of brand communication, which affected their decision-making process more positively compared to those who did not prioritize these factors.