Influencia de las estrategias publicitarias en Tik Tok en la decisión de compra por los estudiantes de equipos celulares en Universidades Privadas del Centro-Norte de Quito para el año 2023-2024

Abstract

This This work focused on evaluating the different advertising strategies used in Tik Tok that impact the purchase decision of cell phones among students at private universities located in the center-north of Quito during the academic period 2023-2024, this research was carried out with a quantitative approach and a descriptive design. The population considered for the study included 128,360 students enrolled in the study period, according to the data provided by the INEC, from this a representative sample was selected using a confidence level of 90% and a margin of error of 10%, reason for study a total of 69 students. The results revealed that mobile device brands on Tik Tok resort to collaborations with influencers, develop dynamic content and use visual resources to capture the attention of their target audience, strategies that are effective among university students, the ads are reliable and useful as they offer detailed information on various models and brands; Social interaction on Tik Tok reinforces perception and directly influences purchasing decisions. It was concluded that the use of appropriate language by influencers, the inclusion of popular trends and the frequency of advertisements are key elements for the success of advertising campaigns on Tik Tok that contribute to maintaining their interest, increasing the chances of generating a favorable purchase intention.