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

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 marketing strategies work effectively. This study aims investigate effects entertainment, informativeness, credibility, irritation, personalization, and interactivity elements ads on intention through advertising value attitude toward advertising. A survey was conducted collecting response from 486 active users in Indonesia later analyzed using PLS-SEM. The results showed all TikTok, except irritation affected perceived Among significant value, personalization had greatest positive brands advertised TikTok.