The most effective way to advertise effectively to motivate customers to buy ointment in Thaoland through digital marketing tiktok in 2024

Abstract

This study aims to demonstrate effective ways to make advertisements on social media TikTok which is an ointment product that Thai people are familiar with in household family. To help companies and shoppers make effective advertisements on TikTok platform this study uses an online questionnaire with 4 parts which are screening questions, general questions, specific questions, and demographic question on social media. The study has a sample size total are 148 participants then 84 participants were excluded by screening questions, finally, 64 participants that interested in buying ointment products on TikTok and finished the survey. I analyzed data by using JAMOVI analysis to find the correlation between 5 hypothesis variable factors which are Social media TikTok, Competitive advantage, Subjective norms, Attitude, and Health benefit. The results show only TikTok activities that are significant by TikTok advertisements at P<0.001, 95%CI, beta standardized estimate β=0.862. This study has 11 components in TikTok activities including the time to upload videos before 6 pm, times that people always play TikTok and see advertisements are 5 pm- 8 pm and 10 pm - 12 am. This study also found ointment efficacy is not significant but if respondents see ointment advertisements, they will switch to buying ointment products that they see on TikTok. Activities on TikTok such as TikTok shop, dancing talent, live-streaming, interesting content, post reviews, and promotion can motivate respondents to buy ointment on TikTok significantly in all age groups, incomes, and genders. The conclusion is that I found an effective way to advertise ointment products on TikTok effectively by making customers have the motivation to buy ointment products if the company or shoppers launch an advertisement next month following 11 components of activities on TikTok that make people TikTok motivation to buy products after seeing the advertisement. The recommendation is the company or shopper should have creative activities and content on TikTok to make people interested in the content.