The impact of media richness, celebrity endorsement and consumers' engagement of tik tok marketing on their intention to visit restaurants in thailand.

Abstract

This research aims to study the impact of Media Richness, Celebrity Endorsement and Consumers’ Engagement of Tik tok marketing on their Intention to visit Restaurants In Thailand.Quantitative research was used to collect the data and the questionnaire was used as a primary tool. The Questionnaire comprised multiple choices for demographic data related questions and a five point likert scale for independent and dependent related questions were sent out using google forms to the 201 respondents who were Thai nationalities aged between 16 to 26 who were residing in Bangkok, Thailand. The statistical tools used for data analysis were Descriptive and Inferential Statistics. The result showed that Media Richness factors with Short music video dimension and Live streaming dimension of tik tok marketing have the most significant impact on customers’ intention to visit restaurants in Thailand followed by Consumers’ Engagement with Comment dimension while Celebrity Endorsement ,Consumers’ Engagement with Like dimension, Consumers’ Engagement with Share dimension of tik tok marketing have no significant impact on the customers’ intention to visit restaurants in Thailand.