Short-Form Video Advertising and Purchase Intention: The Mediating Role of Brand Awareness in the F&B Industry

Abstract

This study examines the influence of TikTok advertising on brand awareness and purchase intention in the Malaysian food and beverage (F&B) industry. As short-form video platforms continue to shape digital marketing practices, understanding their behavioral impact becomes increasingly important. A quantitative cross-sectional design was employed, and data were collected through an online survey from 150 active TikTok users aged 18 and above who had been exposed to F&B advertisements. Multiple regression analysis was conducted to test the proposed hypotheses. The results indicate that exposure (β = 0.251, p < 0.001), creativity and content quality (β = 0.202, p < 0.05), influencer credibility (β = 0.185, p < 0.05), and advertising engagement (β = 0.259, p < 0.001) significantly influence brand awareness (R² = 0.588). Regarding purchase intention, influencer credibility (β = 0.200, p < 0.01), advertising engagement (β = 0.205, p < 0.01), and brand awareness (β = 0.503, p < 0.001) show significant positive effects (R² = 0.707), while exposure and creativity are not significant predictors. The findings demonstrate that brand awareness partially mediates the relationship between TikTok advertising attributes and purchase intention, offering both theoretical insight and practical guidance for F&B marketers.