The Effect of Influencer Credibility and Short-Form Video Ads on Brand Awareness on TikTok Shop

Abstract

This study aims to investigate and analyze the impact of Influencer Credibility and Short-Form Video Ads on consumer Brand Awareness. The research focuses on TikTok Shop users, representing the dynamics of digital marketing strategies within the contemporary social commerce ecosystem. The applied methodology is quantitative, utilizing both descriptive and verificative approaches. Primary data were collected by distributing questionnaires to 105 respondents, selected through a purposive sampling technique. Data analysis was conducted using a multiple linear regression model to examine the partial and simultaneous effects of the variables. The empirical analysis reveals that Influencer Credibility has a positive and significant impact on the establishment of Brand Awareness. Furthermore, Short-Form Video Ads are proven to have a significant direct effect on enhancing brand awareness. The findings also confirm that, simultaneously, both variables contribute substantially to strengthening the brand's position in the audience's mind. This indicates that the combination of credible information sources and engaging visual content formats acts as a primary determinant in the effectiveness of digital marketing communications. From a managerial perspective, these results suggest that strengthening collaboration strategies with competent influencers and innovating short-form video content are highly crucial for companies to maintain consumer memory retention amidst intense market competition.