Research Article

Examining the Extended Advertising Value Model: A Case of TikTok Short Video Ads

Bayu Dwinanda 1 , Fandi Andi Syaripuddin 1 , ​ Hudaifi 1 , Evelyn Hendriana 1 *
More Detail
1 Business Management, Management Department, Binus Business School Master Program, Bina Nusantara University, Jakarta, INDONESIA* Corresponding Author
Mediterranean Journal of Social & Behavioral Research, 6(2), June 2022, 35-44,
Published: 27 February 2022
OPEN ACCESS   11094 Views   11783 Downloads
Download Full Text (PDF)


Nowadays, TikTok social media has rapidly developed which creates an opportunity for marketers to grab customers’ attention by displaying short video ads. For this reason, knowledge of the factors that can influence customer purchase intentions is needed so that marketing strategies can work effectively. This study aims to investigate the effects of the entertainment, informativeness, credibility, irritation, personalization, and interactivity elements of TikTok short video ads on purchase intention through advertising value and attitude toward advertising. A survey was conducted by collecting response from 486 TikTok active users in Indonesia which later analyzed by using PLS-SEM. The results showed that all elements of video advertising on TikTok, except irritation and informativeness, affected purchase intention through perceived advertising value and attitude toward advertising. Among the significant elements of advertising value, personalization had the greatest positive influence on purchase intention through advertising value and attitude toward advertising on brands that advertised in TikTok.


Dwinanda, B., Syaripuddin, F. A., Hudaifi, ​., & Hendriana, E. (2022). Examining the Extended Advertising Value Model: A Case of TikTok Short Video Ads. Mediterranean Journal of Social & Behavioral Research, 6(2), 35-44.


  1. Aaker, D. A., & Bruzzone, D. E. (1985). Causes of irritation in advertising. Journal of Marketing, 49(2), 47-57.
  2. Abdullah, D., Jayaraman, K., & Kamal, S. B. (2016). A conceptual model of interactive hotel website: The role of perceived website interactivity and customer perceived value toward website revisit intention. Procedia Economics and Finance, 37, 170-175.
  3. Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77.
  4. Anugerah, Y. (2020). TikTok: Social media marketing platform paling hot & trending 2021. Meson.
  5. Aruman, E. (2020). Yang membedakan TikTok dari media sosial lain [What sets TikTok apart from other social media]. Marcomm.
  6. Arya, M. P., & Kerti, Y. N. N. (2020). Advertising value of Instagram stories and the effect on millennial’s attitude. Russian Journal of Agricultural and Socio-Economic Sciences, 3(99), 29-39.
  7. AUTUMNFAIR. (2019). Generation Z characteristics and buying behaviour.
  8. Aydogan, S., Aysuna, C., & Aktan, M. (2016). Web advertising value and students’ attitude towards web advertising. European Journal of Business and Management, 8(9), 86-97.
  9. Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-32.
  10. Brooks, A. (2019). How brands can connect with Gen Z through social media marketing. Social Media Today.
  11. Burhan, F. A. (2020). Punya 625 juta pengguna aktif, TikTok bisa lebih besar dari Instagram [With 625 million active users, TikTok could be bigger than Instagram]. Katadata.
  12. Chang, H., Eckman, M., & Yan, R. (2011). Application of the stimulus-organism-response model to the retail environment: The role of hedonic motivation in impulse buying behavior. The International Review of Retail, Distribution and Consumer Research, 21(3), 233-249.
  13. Chowdhury, H. K., Parvin, N., Weitenberner, C., & Becker, M. (2006). Consumer attitude toward mobile advertising in an emerging market: An empirical study. International Journal of Mobile Marketing, 1(2), 33-41.
  14. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-339.
  15. Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in Human Behavior, 59, 165-172.
  16. Deraz, H. (2015). Factors predicting consumers’ assessment of advertisements on social networking sites. International Journal of Digital Information and Wireless Communications, 5(2), 111-123.
  17. Disastra, G. M., Hanifa, F. H., Wulandari, A., & Sastika, W. (2019). The influence of advertising value on advertising attitude and its impact on purchase intention. Advances in Social Science, Education, and Humanities Research, 307, 426-432.
  18. Dooley, J. (2019). Gen Z consumers: Nearly 100% own a smartphone and spend over 4 hours per day online. ClickZ.
  19. Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21-35.
  20. Fatima, T., & Abbas, T. (2016). Impact of advertising beliefs and personalization on attitude towards advertising; Mediating role of advertising value. International Journal of Business Management and Commerce, 1(2), 10-19.
  21. Feng, X., Fu, S., & Qin, J. (2016). Determinants of consumers’ attitudes toward mobile advertising: The mediating roles of intrinsic and extrinsic motivations. Computers in Human Behavior, 63, 334-341.
  22. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
  23. Gaber, H. R., Wright, L. T., & Kooli, K. (2019). Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization. Cogent Business & Management, 6(1), 1618431.
  24. Haghirian, P., & Madlberger, M. (2005). Consumer attitude toward advertising via mobile devices - An empirical investigation among Austrian users. European Conference on Information Systems 2005 Proceedings, 44.
  25. Ho, S. Y., & Kwok, S. H. (2002). The attraction of personalized service for users in mobile commerce. ACM SIGecom Exchanges, 3(4), 10-18.
  26. Jain, G., Rakesh, S., & Chaturvedi, K. R. (2018). Online video advertisements’ effect on purchase intention. International Journal of E-Business Research, 14(2), 87-101.
  27. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
  28. Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of web advertising, flow, and personalization. Computers in Human Behavior, 33, 256-269.
  29. Lin, T. T., & Bautista, J. R. (2018). Content-related factors influence perceived value of location-based mobile advertising. Journal of Computer Information Systems, 60(2), 184-193.
  30. Liu, C., Sinkovics, R., Pezderka, N., & Haghirian, P. (2012). Determinants of consumer perceptions toward mobile advertising-A comparison between Japan and Austria. Journal of Interactive Marketing, 26(1), 21-32.
  31. Loeb, W. (2020). Social media plays a big role in how millennials shop, but so do stores. Forbes.
  32. Logan, K., Bright, L. F., & Gangadharbatla, H. (2012). Facebook versus television: Advertising value perceptions among females. Journal of Research in Interactive Marketing, 6(3), 164-179.
  33. MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65.
  34. Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94, 378-387.
  35. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
  36. Mohsin, M. (2021). 10 TikTok statistics that you need to know in 2021. Oberlo.
  37. Morwitz, V. (2012). Consumers’ purchase intentions and their behavior. Foundations and Trends in Marketing, 7(3), 181-230.
  38. Murillo, E., Merino, M., & Núñez, A. (2016). The advertising value of Twitter ads: A study among Mexican millennials. Review of Business Management, 18(61), 436-456.
  39. Panniello, U., Hill, S., & Gorgoglione, M. (2016). The impact of profit incentives on the relevance of online recommendations. Electronic Commerce Research and Applications, 20, 87-104.
  40. Rafaeli, S., & Sudweeks, F. (1997). Networked interactivity. Journal of Computer-Mediated Communication, 2(4), JCMC243.
  41. Reyck, B. D., & Degraeve, Z. (2003). Broadcast scheduling for mobile advertising. Operations Research, 51(4), 509-517.
  42. Robins, F. (2003). The marketing of 3G. Marketing Intelligence and Planning, 21(6), 370-378.
  43. Saima, & Khan, M. A. (2020). Effect of social media influencer marketing on consumers’ purchase intention and the mediating role of credibility. Journal of Promotion Management, 27(4), 503-523.
  44. Segijn, C. M., & van Ooijen, I. (2020). Differences in consumer knowledge and perceptions of personalized advertising: Comparing online behavioural advertising and synced advertising. Journal of Marketing Communications, 1-20.
  45. Shim, S. W., Lee, C., & Kim, D. (2013). The antecedents of attitude toward IPTV advertising: The role of interactivity and advertising value. The Korean Journal of Advertising, 2(1), 123-161.
  46. TikTok for Business. (2020). Guess: Lifting brand engagement and brand affinity among the young generation in the U.S. TikTok for Business.
  47. Tsang, M. M., Ho, S., & Liang, T. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
  48. Unal, S., Ercis, A., & Keser, E. (2011). Attitudes towards mobile advertising – A research to determine the differences between the attitudes of youth and adults. Procedia - Social and Behavioral Sciences, 24, 361-377.
  49. Wang, Y., & Sun, S. (2010). Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries. International Business Review, 19(4), 333-344.
  50. Woo, A. (2018). Understanding the research on millennial shopping behaviors. Forbes.
  51. Wu, I. L., & Hsiao, W. H. (2017). Involvement, content, and interactivity drivers for consumer loyalty in mobile advertising: The mediating role of advertising value. International Journal of Mobile Communications, 15(6), 577-603.
  52. Wyzowl. (2020). Video marketing statistics 2020.
  53. Xiao, Y., Wang, L., & Wang, P. (2019). Research on the influence of content features of short video marketing on consumer purchase intentions. In W. Striełkowski (Ed.), Advances in social science, education and humanities research (pp. 415-422).
  54. Xu, D. J. (2016). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. Journal of Computer Information Systems, 47(2), 9-19.
  55. Yaakop, A., Anuar, M. M., & Omar, K. (2013). Like it or not: Issue of credibility in Facebook advertising. Asian Social Science, 9(3), 154-163.
  56. Yang, B., Kim, Y., & Yoo, C. (2013). The integrated mobile advertising model: The effects of technology- and emotion-based evaluations. Journal of Business Research, 66(9), 1345-1352.
  57. Yin, X., Wang, H., Xia, Q., & Gu, Q. (2019). How social interaction affects purchase intention in social commerce: A cultural perspective. Sustainability, 11(8), 2423.
  58. Zhao, J., & Wang, J. (2020). Health advertising on short-video social media: A study on user attitudes based on the extended technology acceptance model. International Journal of Environmental Research and Public Health, 17(5), 1501.