Matches in SemOpenAlex for { <https://semopenalex.org/work/W4288489956> ?p ?o ?g. }
- W4288489956 endingPage "20" @default.
- W4288489956 startingPage "1" @default.
- W4288489956 abstract "TikTok represents a new form of marketing communication technology due to its features and attributes. However, despite its ability to share brands’ viral content, scant research has examined TikTok as an advertising vehicle and its implications for viral advertising campaigns. Drawing on the Elaboration Likelihood Model and the concept of self-relevance, the present study explores the impact of perceived personalization of TikTok content on perceived creativity, authenticity, and viral behavioral intentions. The relationships between perceived creativity and authenticity and between viral behavioral intentions and purchase intentions are also examined. The results show that the personalization of TikTok content is positively related to perceived creativity and authenticity, which consequently lead to viral behavior intention on TikTok. In addition, perceived creativity of TikTok content is positively related to authenticity. The findings also suggest that need for uniqueness moderates the relationship between personalization and viral behavioral intentions. Overall, the results of this study provide new insights into the roles of perceived creativity, authenticity, and need for uniqueness in the impact of TikTok’s personalized content on viral behavioral intentions. Theoretical and practical implications for advertisers are discussed." @default.
- W4288489956 created "2022-07-29" @default.
- W4288489956 creator A5052414607 @default.
- W4288489956 creator A5065282332 @default.
- W4288489956 creator A5071702465 @default.
- W4288489956 date "2022-07-28" @default.
- W4288489956 modified "2023-10-02" @default.
- W4288489956 title "The impact of personalization on viral behavior intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness" @default.
- W4288489956 cites W1507994783 @default.
- W4288489956 cites W1549093852 @default.
- W4288489956 cites W1557681559 @default.
- W4288489956 cites W1689085124 @default.
- W4288489956 cites W1967545285 @default.
- W4288489956 cites W2003974255 @default.
- W4288489956 cites W2017679397 @default.
- W4288489956 cites W2027336168 @default.
- W4288489956 cites W2039630683 @default.
- W4288489956 cites W2041815189 @default.
- W4288489956 cites W2076875458 @default.
- W4288489956 cites W2081761528 @default.
- W4288489956 cites W2096648510 @default.
- W4288489956 cites W2098913658 @default.
- W4288489956 cites W2101422898 @default.
- W4288489956 cites W2109425657 @default.
- W4288489956 cites W2110825159 @default.
- W4288489956 cites W2111865761 @default.
- W4288489956 cites W2129267010 @default.
- W4288489956 cites W2133235809 @default.
- W4288489956 cites W2134809483 @default.
- W4288489956 cites W2146943142 @default.
- W4288489956 cites W2149252320 @default.
- W4288489956 cites W2157757011 @default.
- W4288489956 cites W2177961586 @default.
- W4288489956 cites W2404243153 @default.
- W4288489956 cites W2464719314 @default.
- W4288489956 cites W2472089747 @default.
- W4288489956 cites W2488761396 @default.
- W4288489956 cites W2502088893 @default.
- W4288489956 cites W2517109836 @default.
- W4288489956 cites W2524459589 @default.
- W4288489956 cites W2567622536 @default.
- W4288489956 cites W2603418839 @default.
- W4288489956 cites W2621258107 @default.
- W4288489956 cites W2752465940 @default.
- W4288489956 cites W2783172261 @default.
- W4288489956 cites W2789521142 @default.
- W4288489956 cites W2793949001 @default.
- W4288489956 cites W2805946624 @default.
- W4288489956 cites W2889499091 @default.
- W4288489956 cites W2898195870 @default.
- W4288489956 cites W2901486880 @default.
- W4288489956 cites W2902137523 @default.
- W4288489956 cites W2902443534 @default.
- W4288489956 cites W2935383034 @default.
- W4288489956 cites W2937719154 @default.
- W4288489956 cites W2938017599 @default.
- W4288489956 cites W2938730083 @default.
- W4288489956 cites W2954323185 @default.
- W4288489956 cites W2954697351 @default.
- W4288489956 cites W2954933387 @default.
- W4288489956 cites W2970773927 @default.
- W4288489956 cites W2977995980 @default.
- W4288489956 cites W2979031654 @default.
- W4288489956 cites W2984453796 @default.
- W4288489956 cites W3003341304 @default.
- W4288489956 cites W3005123861 @default.
- W4288489956 cites W3012955875 @default.
- W4288489956 cites W3016193994 @default.
- W4288489956 cites W302017757 @default.
- W4288489956 cites W3037802003 @default.
- W4288489956 cites W3073147910 @default.
- W4288489956 cites W3086057157 @default.
- W4288489956 cites W3109216653 @default.
- W4288489956 cites W3124911831 @default.
- W4288489956 cites W3126010450 @default.
- W4288489956 cites W3144406692 @default.
- W4288489956 cites W3190129369 @default.
- W4288489956 cites W4200136547 @default.
- W4288489956 doi "https://doi.org/10.1080/13527266.2022.2098364" @default.
- W4288489956 hasPublicationYear "2022" @default.
- W4288489956 type Work @default.
- W4288489956 citedByCount "8" @default.
- W4288489956 countsByYear W42884899562023 @default.
- W4288489956 crossrefType "journal-article" @default.
- W4288489956 hasAuthorship W4288489956A5052414607 @default.
- W4288489956 hasAuthorship W4288489956A5065282332 @default.
- W4288489956 hasAuthorship W4288489956A5071702465 @default.
- W4288489956 hasConcept C11012388 @default.
- W4288489956 hasConcept C112698675 @default.
- W4288489956 hasConcept C136764020 @default.
- W4288489956 hasConcept C144133560 @default.
- W4288489956 hasConcept C15744967 @default.
- W4288489956 hasConcept C158154518 @default.
- W4288489956 hasConcept C162853370 @default.
- W4288489956 hasConcept C17744445 @default.
- W4288489956 hasConcept C183003079 @default.
- W4288489956 hasConcept C187008535 @default.
- W4288489956 hasConcept C199539241 @default.