Impact of Online Video Advertisement on Impulsive Buying Tendency with the Mediating Effect of Attitudes (Evidence from University Students in Sri Lanka)

Abstract

Purpose: TikTok is a growing video-sharing application that allows users to make and share short videos on any topic. At present, young consumer’s impulsive decisions have been increased steadily, due to higher exposure to TikTok on online context. Thus, this research was carried out to examine the factors impacting on impulsive buying tendency of young consumers with a particular focus on attitudes toward online advertisements.

Design/methodology/approach: Through a comprehensive survey conducted among 200 undergraduates at University of Ruhuna, data was collected based on a convenient sampling technique. Further, the collected data was analyzed using Smart PLS 4 software.

Findings: The findings indicated that informativeness, personalization, and credibility of online video advertisements positively affect attitudes toward online video ads. Additionally, the mediating effect was proved revealing that young consumers make impulsive purchasing decisions based on the attitude formation through informativeness, personalization, and credibility.

Originality: Although, the application of Tik Tok is important as a marketing tool, research on the TikTok platform is still scarce and inadequately documented.

Implications: The study provides practical advice for marketers and brand managers to focus on improving consumers’ perceptions through the video ad’s informativeness, entertainment, personalization, and credibility to encourage consumers to purchase impulsively.