International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 3
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TikTok Marketing Campaigns on Brand Awareness and Recall, and their Effect on Purchase Intention among MSME Consumers in CALABARZON

Author(s) John Carlo Capili Leynes
Country Philippines
Abstract This study examined the effect of TikTok marketing campaigns on brand awareness, brand recall, and purchase intention among consumers of Micro, Small, and Medium Enterprises (MSMEs) in CALABARZON. Using a descriptive-causal research design, data were collected from 150 respondents aged 18 to 34 through quota sampling across the five provinces of the region. A survey questionnaire adapted from Gesmundo et al. (2022) was administered, and five simple linear regression analyses were conducted to test the hypotheses. Results showed that all four variables were perceived at a high level, with TikTok platform perception registering the highest composite mean, followed by brand awareness, brand recall, and purchase intention. All five null hypotheses were rejected, confirming that TikTok marketing campaigns significantly affect both brand awareness and brand recall, that brand awareness significantly influences brand recall and purchase intention, and that brand recall is a significant predictor of purchase intention. Notably, brand recall emerged as the strongest predictor among all five relationships tested. The findings suggest that MSMEs in CALABARZON should invest in consistent and memorable TikTok content strategies that move consumers beyond mere recognition toward lasting brand memory, ultimately driving stronger purchase intention.
Keywords TikTok Marketing, Brand Awareness, Purchase Intention
Field Business Administration
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-19
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.78683
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