Abstract:
Purpose - This study aims to compare the effectiveness of video advertisements on
two popular social media platforms, Instagram and TikTok. Advertising
effectiveness is assessed using four key indicators: ad attitude, intrusiveness,
loyalty, and informativeness. Furthermore, the study investigates whether age and
gender moderate the relationship between the social media platform and advertising
effectiveness.
Methodology - Employing a quantitative comparative approach, this study
collected primary data through an online questionnaire distributed to 200
purposively selected respondents from Generation Z and Y. Respondents evaluated
video ads from either Instagram or TikTok. Data were analyzed using descriptive
statistics, MANOVA, ANOVA, and moderation analysis to assess the influence of
platform, age, and gender on advertising effectiveness.
Findings - The results indicate that TikTok outperforms Instagram in fostering
higher levels of Ad Attitude, Loyalty, and Informativeness, although it is also
perceived as more intrusive. MANOVA results confirmed that platform choice
significantly affects all four advertising dimensions. However, moderation tests
revealed that neither age nor gender significantly alters the effect of platform on
advertising effectiveness, though some patterns indicate that Gen Y and female
users tend to perceive Instagram ads more positively.
Originality Values - This study contributes to the growing body of literature on
social media advertising by offering a direct empirical comparison between
Instagram and TikTok video ads. It challenges the assumption that demographic
variables such as age and gender significantly impact ad perception and provides
actionable insights for marketers aiming to optimize platform-specific advertising
strategies.
