THE INFLUENCE OF CONTENT MARKETING ON CONSUMERS’ ONLINE PURCHASE DECISIONS VIA THE TIKTOK APPLICATION IN NAKHON PHANOM PROVINCE

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Published: Apr 6, 2026

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Pensri Roowanmom
That Phanom College, Nakhon Phanom University, Thailand

Abstract

This research aimed to: 1) examine the level of consumers’ opinions toward content marketing influencing online purchasing via the TikTok application in Nakhon Phanom Province; 2) study the level of consumers’ opinions toward the online purchasing decision-making process via the TikTok application in Nakhon Phanom Province; and 3) analyze the influence of content marketing on online purchasing decisions via the TikTok application among consumers in Nakhon Phanom Province. This study employed a quantitative research approach. The population and sample consisted of 400 consumers in Nakhon Phanom Province who had previously purchased products online. Data were collected using a questionnaire. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis to examine the influence of independent variables.


          The research findings revealed that:


          1) The overall level of consumers’ opinions toward content marketing influencing online purchasing via the TikTok application was at a high level (𝑥̄ = 4.09, S.D. = 0.851).


          2) The overall level of consumers’ opinions toward the online purchasing decision-making process via the TikTok application was at a high level (𝑥̄ = 4.06, S.D. = 0.838).


          3) The results of the multiple regression analysis indicated that content marketing significantly influenced online purchasing decisions via the TikTok application. Specifically, content attractiveness, source credibility, relevance to consumers’ needs, and engagement had a significant influence on online purchasing decisions. These factors were able to explain 82.6 percent of the variance in online purchasing decisions (R² = 0.826) at a statistically significant level.

Article Details

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Vol. 4 No. 2 (2569): March-April 2026
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Article

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