2.

Literature Review
2.1. Credibility

Credibility is described as an optimistic expectation about the outcome of a situation or human

behavior, or the consumer's awareness of honesty and capacity to trust advertisements and brands
in general (Bamoriya et al., 2012). Consumers would not feel at ease perusing marketing pages if
they cannot trust the advertisements. As a result, they are hesitant to share personal information
and only buy from websites they know and trust (Lee et al., 2016). Various elements influence
the dependability of advertising, particularly the reputation of the firm and the advertising
posters (Youn et al., 2019). Reliability has a direct impact on consumers' attitudes toward
advertising, attitudes about brands, and purchasing intentions. Because customers cannot connect
with both the seller and the things they plan to purchase, trust is at the heart of the market. As a
result, the seller must have a sufficient and positive reputation.

H1: The credibility affects Purchase Intention positively

2.2. Information

The ability to effectively give relevant information to consumers, which is the amount of
information consumers acquire from advertising, is referred to as the information factor. It is an
important part of social media advertising since potential customers typically want more
information about the things they want (Voorveld et al., 2018). According to Debons et al.
(1997), the ability to promote in order to provide consumers with knowledge about other things
in order for them to make the most satisfying purchases is defined as information. As a result, the
information offered must be reliable, appropriate, timely, and beneficial for consumers, who are
interested in messages that are relevant to them (Bucko et al., 2018). Furthermore, Dwivedi et al.
(2021) revealed that informativeness plays an important impact in customers' online purchase
intention. Users depend on reliable information to fully comprehend the offered product and
make purchasing decisions, so internet video advertisements encourage consumers to consider
acquiring the goods. Moreover, Leong et al. (2021) demonstrated that knowledge adoption
positively increases customers' purchasing intentions.

H2: The information affects Purchase Intention positively

2.3. Entertainment
Entertainment is a leisure activity that creates delight and intrigue for consumers while relieving
mental stress (Dwivedi et al., 2021). To draw customers' attention, marketers must understand
how to convey the appropriate content to each customers group (Raditya et al., 2020). Chiang et
al. (2015) highlighted the incorporation of appropriate entertainment content, because Generation
Z understands the difference between nonsense and truly intriguing and exciting content.
According to Bakshi et al. (2021), user interaction with content can indicate their opinions of a
brand, such as shares indicating their willingness to share information with others and the likes to
expose the photo's substance. TikTok's structure, which includes a limitless supply of new video
content, has led to the platform's designation as a highly addictive application that focuses on
intriguing video content (Wang, 2020). According to Hsu et al. (2008), humorous and succinct
themes should be used by marketers to draw in viewers because they enhance the advertisement's
credibility and acceptance.

H3: The entertainment affects Purchase Intention positively

2.4. Irritation

The level of discomfort caused by advertising is referred to as irritation. According to several

studies, advertising employs strategies that generate discomfort, excitement, or excess, causing
consumers to experience undesirable and unpleasant reactions because of those advertisements.
The discomfort diminishes the effectiveness of advertising, as does the feeling of bothering
consumers (Jeon et al., 2019). Advertising that is uncomfortable, unpleasant, and takes a lot of
time can cause consumers to feel confused and have unfavorable reactions, resulting in bad
attitudes about advertising and a lower intention to purchase things (Raditya et al., 2020).

H4: The irritation affects Purchase Intention negatively

2.5. Purchase Intention

Purchase intent measures how willing and motivated customers are to buy a product or service
from a business within a specified time frame (Brajnik et al., 2010). Bucko et al. (2018) found
that 87.5% of customers purchase products through social media. In this regard, social media
advertisement is asserted to have a positive effect on consumers' intention to make a purchase
(Jain et al., 2018). According to the study's findings, the audience's attitude toward online
advertising affects their overall view of social media as a digital marketing tool. Moreover,
Logan et al. (2017) claimed that customers' opinions and assessments of the online video
advertisements they watch are more important to them than popularity and other quantitative
metrics that demonstrate users' preference for a particular video. Choi et al. (2012) discovered
that customer contact has a significant impact on purchase intent toward social media sites.

2.6. TikTok advertisements

Businesses and brands may advertise to millions of people globally using TikTok
advertisements, which offer powerful yet user-friendly tools for targeting, producing,
understanding, and managing ads. Advertising. TikTok advertisements are a terrific option for
businesses looking to grow their audience, even though they are less well-known than Facebook
or Instagram ads. There are five different sorts of TikTok advertisements, according to Wang
(2020): in-feed adverts, brand taking over, top vision, brand challenges, and brand effects.

When brands move their cursor over in-feed advertising, a video promoting other users' videos
appears on the for you page (FYP). Customers can be inventive when it comes to in-feed ads.
They might also include various action calls and hold videos that last between 9 and 15 seconds.
A significant advantage is a capability to insert an action call. One thing to keep in mind is that,
like any other video on your customer page, the data source advertising may be easily pulled
back or avoided. Before they roll down, brands have only a few seconds to get the audience's
attention. In-feed advertisements ought to fill the entire screen and be compelling enough to keep
viewers from skimming the text.

Brand Takeover Ads appear when opening the application, providing a full-screen video for
targeted objects. One of the most popular alternatives for TikTok ads to directly reach a large
audience and drive traffic is for marketers to directly place their messaging against their target
population. Not only do these advertisements appear as soon as the user launches TikTok, but
they may also take the shape of static images, animated gifs, or videos in the "for you" tab, each
of which includes a link that can direct the user to the desired web page. Or the TikTok hashtag
challenge. Because they are restricted to their categories, TikTok makes sure that clients do not
see more than one brand's advertising every day. With brand advertising, you can count on a
sizable audience and low competition to see your content. The reception brand may not be their
first pick when a new company releases TikTok advertisements. Because brand rehabilitation is
not inexpensive yet is quite successful. If they are a bigger brand with a bigger marketing budget,
it is a wonderful replacement for quick development and targeting a group of TikTok users.

A brand-new advertising format that builds on brand recovery techniques is called top view
advertising. The most cutting-edge real estate head on TikTok displays it for you page (FYP)
with a maximum of 60 seconds of full-screen, sound-automated films.

TikTok's brand challenges are a unique advertising opportunity. Customers might have observed
the brand issues with the brands shown on TikTok's discovery page. Branded hashtag challenges,
like trends and challenges for regular hashtags on TikTok, offer both sponsored opportunities
and organic ones to marketers. They are an excellent strategy for promoting user-generated
content and enhancing brand interaction.

Branded labels, AR filters, and lenses are all currently included in TikTok's advertising mix.
Advertisers can design their own Bespoke filters for the site using TikTok's brand effects, like
Snapchat branded lenses. Brand effects are a wonderful way to encourage customers to interact
with the company. They can run every 10 days.

Yilmaz et al. (2011) stated that ads must engage with the target audience in a split second, but
the strategy and personalization must extend through the landing page. Brands will quickly lose
their audience if they do not have a clear, consistent narrative. Once they have mastered TikTok's
intricacies, the next step is to optimize what happens after the click: the landing page experience.
The most effective approach to accomplish this is to create properly optimized landing pages.