The moderating role of personality traits and perceived relevance on the relationship between bandwagon perception and brand engagement on Tiktok Shop among Zillennials in Ho Chi Minh City

Abstract

The visual cues present in numerous websites have the potential to impact the psychology of Internet users, particularly shaping their perceptions of the site and its content (Sundar, 2008). More specifically, the inclusion of widely recognized interface cues such as personalization and bandwagon effects can significantly shape users' attitudes and their intentions regarding website usage and content engagement. This paper aims to investigate the relationship of Bandwagon Perception and its impact on Customer Brand Engagement, with a particular emphasis on the moderating roles played by Personality traits and Perceived Relevance within the realm of TikTok Shop marketing strategies aimed at Gen Zillennials in Ho Chi Minh City. Through survey data analysis and advanced statistical techniques, the research lends support to four hypotheses while dismissing two. The findings underscore the positive association between Bandwagon Perception and both Review Credibility and Review Persuasiveness. Additionally, Personality traits emerge as significant moderators in shaping the relationships between Bandwagon Perception and Review Credibility, as well as Review Persuasiveness. Furthermore, the moderating role of Perceived Relevance between Bandwagon Perception and Review Credibility is highlighted. However, contrary to initial expectations, the study finds no substantial positive impact of Review Persuasiveness on Brand Engagement. These insights offer valuable implications for businesses and brands seeking to optimize their marketing and advertising strategies on TikTok Shop platform. By incorporating these findings, brands can effectively cater to the preferences and behaviors of Gen Zillennials in the dynamic market landscape of Ho Chi Minh City