The influence of perceived personalization on brand loyalty: The moderating role of intensity of TikTok use

Abstract

Purpose: Online shopping has become very popular due to developments in ecommerce and information technology. Using tailored advertisements based on consumers' unique personal tastes, past purchase histories, demographics, and recent Internet searches is one area of particular expanding interest for marketers. The aim of the study is to comprehend and assess how customization functions on social media platforms in order to improve consumer perceptions of quality and brand loyalty. Methodology: This study was conducted on a sample of people studying and working in Ho Chi Minh City. The sample size was 293 using the convenience sampling method. Primary data was collected by distributing a questionnaire through a Google form. The data of this study were processed using SmartPLS 3.0 and SPSS 22.0 software Research objects: The objects of the research including Perceived personalization, Consumer Brand Engagement, Customer Brand Identification, Brand Self- Expressiveness, Perceive Quality, Brand Loyalty and Intensity of TikTok Use. Results/Findings: Research outcomes show that perceived personalization has effects on brand loyalty through intermediate variables. Amongst them, it revealed that the positive impact between Perceived Personalization and Consumer Brand Engagement was the strongest. Originality/Contributions: Theoretically, the study has added to the theoretical foundation and point of reference for future research on related and expanding subjects, especially promoting brand loyalty in today's growing social media landscape. Practically, companies may learn from this research how to build more individualized experiences that foster consumer loyalty and how to create marketing strategies that work better