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1 – 2 of 2Pei Mey Lau, Jessica Sze Yin Ho and Padma Pillai
This paper aims to examine how museums reach Generation Z virtual tourists using TikTok videos to elucidate the relationship between the video elements and types of engagement by…
Abstract
Purpose
This paper aims to examine how museums reach Generation Z virtual tourists using TikTok videos to elucidate the relationship between the video elements and types of engagement by classifying the characteristics of popular themes in the museums’ short videos.
Design/methodology/approach
The format, type and content of TikTok videos published by the seven international museums with the most popular TikTok accounts were analyzed. Thematic analysis included 313 short TikTok videos randomly chosen from those published by the museums between 2020 and 2022. Using descriptive analysis, museum-related TikTok usage and user engagement are presented; regression analysis revealed the most significant themes for audience engagement.
Findings
Museum promotions commonly use several strategies, including incorporating text-based information, captions, hashtags and background music into the video formats. Oral speech/documentary-style videos and combined video genres are less common. The most frequently presented video topics included history, infotainment, informative content and promotional elements. The results identify specific formats (titles and subtitles), types (demonstrations, news/events and TikTok dances/movements) and promotional themes that result in audiences’ virtual engagement in the form of “likes” and “comments” and increase the museums’ TikTok channel followers.
Originality/value
The results demonstrate that short videos on social media platforms encompass various strategies involving different formats, types and themes. Museums can use these strategies to engage virtual tourists. This study also provides valuable suggestions for museums and galleries seeking to leverage short videos as effective marketing mechanisms.
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Keywords
Lee Heng Wei, Tan Kian Lam and Lau Pei Mey
This study explores the influence of gender-specific reactions to social media advertisements on purchase intentions, addressing a gap in existing research. It examines how these…
Abstract
Purpose
This study explores the influence of gender-specific reactions to social media advertisements on purchase intentions, addressing a gap in existing research. It examines how these reactions affect the perceived value of ads and, consequently, the intention to purchase, with a particular focus on gender as a moderating factor. The primary aim is to analyse how gender moderates the relationship between consumers’ perceptions of the value of social media ads and their subsequent purchase intentions.
Design/methodology/approach
A non-probability convenience sampling method was employed to collect data from 423 social media users in Malaysia at shopping malls. Respondents interacted with advertisements on Facebook, Instagram or TikTok and completed a survey. Descriptive analysis was performed using SPSS 25. The study utilized structural equation modelling (SEM) to test the structural and measurement models. Multigroup analysis (MGA) was conducted using SMART-PLS 4.0.9.6 to assess moderation effects based on gender differences.
Findings
The findings reveal that advertisements emphasizing entertainment significantly influence female purchase intentions, whereas ads highlighting product or service values resonate more with males, challenging common stereotypes. Informative and creative ads show universal appeal across genders, underscoring the importance of diverse ad elements in shaping consumer behaviour.
Originality/value
This study advances the advertising value model by specifically identifying gender-based differences in how entertainment and perceived value in social media ads influence purchase intention. It uniquely reveals that females are more responsive to entertainment-focused and value-conscious ads. These findings provide targeted strategies for advertisers to design gender-sensitive campaigns, enhancing the model’s relevance in contemporary digital advertising contexts.
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