The impact of TikTok advertising content on purchase intention: the roles of brand awareness, brand image, age, and income groups

Purpose This research examines how TikTok advertising content influences consumers’ purchase intention, highlighting the mediating roles of brand awareness and brand image, and the moderating roles of age and income groups. Design/methodology/approach Data were collected from 1,050 TikTok users in Vietnam, a fast-growing digital market in Asia, through both online and offline surveys. The model was analyzed using Smart PLS 3.3.9. Findings The results show that TikTok advertising content positively affects purchase intention, both directly and indirectly via brand awareness and brand image. Moreover, purchase intention varies significantly across different age and income groups. Research limitations/implications The sample is limited to one country. Future studies should explore cross-cultural differences and examine additional mediators or moderators. Practical implications The study provides insights for marketers to better segment and target their audience. Consumers with higher income levels tend to prefer branded products, while older users show relatively stronger purchase intention. Originality/value In the context of short-form video platforms, where ads are often quickly skipped, this study offers a new perspective by emphasizing how brand perception mediates the effect of TikTok content on purchase intention.