The Mediating Effect of Attitude Towards TikTok Ads and Brand Engagement on Purchase Intention

Huarca-Huanqque S.; Pinto-Fernandez I.; Gutierrez-Aguilar O. · Contributions to Management Science (2026) · DOI: 10.1007/978-3-032-24800-8_19

Resumen

The objective of this research was to analyse the effect of sentiment and social influence of ads on purchase intention, considering the mediating role of brand engagement and attitude towards the ad in the TikTok environment. The research adopted a quantitative approach with a non-experimental, cross-sectional design. The sample consisted of 251 randomly selected participants. A structural equation model was used for data analysis, allowing for the examination of direct and indirect effects between variables. The most relevant result showed that the social influence of ads has a high and significant total effect on purchase intention, which is partially mediated by brand engagement and attitude towards the ad. Likewise, sentiment showed positive indirect effects through both mediating variables. Advertising campaigns on TikTok should prioritize the design of immersive and socially influential experiences capable of strengthening the relationship with the brand and improving attitudes towards the ads to boost purchase intention. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

Instituciones: Universidad Católica de Santa María