TikTok as a Platform for Marketing Campaigns: The effect of Brand Awareness and Brand Recall on the Purchase Intentions of Millennials

Modern individuals create social networks to connect. A digital landscape now exists within the society that enables interactions while providing convenience and efficiency. media platform called TikTok consists of comprehensive diverse videos empower users upload watch content as they desire. The researchers highly considered this feature which led them explore deliverance marketing campaigns created on TikTok. In a more profound sense, since countless brands are scrutinizing gather their consumers, purpose objectives study determined effect brand awareness recall purchase intention millennials. This incorporated Attention, Interest, Desire, Action (AIDA) Model Selective Exposure Theory (SET) serve foundation analysis. employed descriptive causal surveyed group millennials, ranging from 25 40 years old, who currently reside in Philippines' National Capital Region (NCR). distributed survey through Google forms then utilized frequency percentage distribution, mean standard deviation, PLS-SEM analyze results. can largely input among millennials compared enhancing recall. Furthermore, trigger intention. is deemed resource business owners, students professionals, academic institutions hope generate further information existence its advantage.