Textual analysis of advertising execution styles by top six TikTok influencers: A case study of Vietnam

Abstract

This research aims to examine the execution styles of the advertising created by the top six TikTok Influencers in Vietnam. The knowledge of advertising appeals, advertising execution styles, The Rhetoric Theory, and the Elaboration Likelihood Model are the basis theory for the analysis of this study. The examination was practiced on the 200 samples collected using nonprobability sampling (from September 2022 to May 2024). The quantitative content analysis was used on the samples to investigate the answers to questions related to the applied advertising execution styles and the difference in applying those among the product categories. The findings reveal that comparison and animation styles didn’t applied to advertising on TikTok. Besides, there is no rule in choosing the execution styles for each category of product/ service. However, the research still can call out the most popular execution style that applied for each product category.