Audience Perception on the Effects of Tiktok Advertising on Purchase of Technological Appliances (a Study of Students of Lens Polytechnic, Offa,kwara State)

This study examined the influence of TikTok advertising on students’ purchasing behavior
toward technological appliances, with a focus on students of Lens Polytechnic, Offa,
Nigeria. This research assessed how exposure to TikTok advertisements shapes students’
awareness, perceptions, and decision-making regarding technology-related products.
Specifically, it investigated the extent of TikTok usage among students, identified persuasive
advertising features, and analysed the relationship between engagement with TikTok ads
and purchasing intent. A quantitative research design was employed, and data were
collected through structured questionnaires administered to a sample determined using
Krejcie and Morgan’s (1970) sample size table to ensure representativeness. Descriptive
and inferential statistical analyses were used to interpret the data. The findings indicate
that TikTok advertising significantly influences students’ purchase intentions, particularly
through short-form video content, influencer marketing, and interactive features that
enhance user engagement. The study concluded that TikTok serves as an effective digital
marketing channel for targeting youth audiences. It recommended that marketers design
authentic, relatable, and ethically responsible advertisements, while future research should
extend the scope across multiple institutions and social media platforms to deepen
understanding of digital consumer behavior dynamics.