Retention Tiktok users community rely Retention Tiktok's endorsed product

Awareness Tiktok gave me an Consideration Tiktok helped me to Consideration Tiktok made me realize on experiences obtained from both provider is responsive to raised Advocacy Tiktok allowed me to share Advocacy Tiktok allowed me to
Awareness Tiktok helped me discover opportunity to learn more about compare and assess the quality and the need to buy its presented Purchase Tiktok helped me finalize Purchase Tiktok made me buy its products which serves as my basis to queries and solicited technical my reviews and feedbacks about my recommend my patronized products
the existence of new products different product brands. features of its presented products. products. my buying decision presented products. buy more or not anymore. assistance. purchased products. to others.

Music It's the music used in TikTok

videos that draws me to watch more
branded content on the platform Correlation 0.57 0.59 0.56 0.51 0.52 0.53 0.57 0.55 0.57 0.6

p (2-tailed) <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001
Music I consider purchasing from a
brand if the music used in a TikTok
content fits well with the theme of the
video Correlation 0.46 0.48 0.6 0.58 0.62 0.59 0.55 0.63 0.59 0.57

p (2-tailed) <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001
Hashtags I click the hashtag to learn
more about the brand's content,
products, and services. Correlation 0.49 0.51 0.52 0.47 0.53 0.54 0.45 0.53 0.54 0.52

p (2-tailed) <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001
Hashtags Hashtags help me discover
new brands. Correlation 0.54 0.57 0.55 0.49 0.53 0.51 0.55 0.56 0.63 0.62

p (2-tailed) <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001

Filters I watch branded content

because it uses creative video effects. Correlation 0.46 0.51 0.55 0.49 0.5 0.52 0.56 0.55 0.54 0.56

p (2-tailed) <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001
Filters I discover more brands on
TikTok by clicking the filters used by
other users. Correlation 0.51 0.51 0.55 0.49 0.5 0.46 0.54 0.57 0.55 0.53

p (2-tailed) <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001
Individuals I like watching Tiktok
product recommendations from
Influencers or creators that I follow. Correlation 0.68 0.7 0.68 0.57 0.61 0.58 0.68 0.61 0.59 0.56

p (2-tailed) <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001
Individuals I purchase products that
are recommended by the influencers
or creators that I follow. Correlation 0.57 0.57 0.62 0.63 0.68 0.76 0.63 0.64 0.57 0.56

p (2-tailed) <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001

Action I am more engaged in

watching TikTok contents that involve
dancing, narration, tutorials and DIY
when presenting a product. Correlation 0.59 0.62 0.63 0.49 0.49 0.45 0.57 0.49 0.54 0.56

p (2-tailed) <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001
Action I am more likely to purchase a
product that I have seen in TikTok if
it's presented in a creative way that
involves dancing, narration, tutorials
and DIY. Correlation 0.59 0.63 0.61 0.54 0.57 0.62 0.63 0.61 0.55 0.54

p (2-tailed) <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001 <.001