The Effectiveness of Influencer Usage and Content Strategies on Consumer Participation Levels with Brand Awareness Moderation on the TikTok Platform

Abstract of Research Methodology This study aims to analyze the effectiveness of influencer usage and content strategies on consumer participation levels, moderated by brand awareness on the TikTok platform. The research employs a quantitative approach with a survey design. Data are collected through questionnaires distributed to TikTok users who follow specific influencers in product marketing categories. The questionnaire is designed to measure three main variables: (1) influencer usage, (2) content strategy, and (3) consumer participation levels, along with the moderating effect of brand awareness. Data analysis is conducted using multiple regression techniques to examine the direct impact of independent variables on the dependent variable, as well as moderation analysis to understand the role of brand awareness in this relationship. The sample consists of 300 respondents selected randomly from diverse demographics to ensure representativeness. Additionally, content analysis is utilized to evaluate the types and quality of content produced by the influencers under study. Through this methodology, the study aims to gain in-depth insights into how influencers and content strategies contribute to consumer engagement on TikTok, as well as how brand awareness influences this dynamic. The findings are expected to provide practical recommendations for brands in designing more effective marketing strategies on the TikTok platform.