The Effectiveness of Closed Captions in TikTok Short Reels for Local Food in Creating Purchase Intention among Malaysian Young Adults

Lau, Samantha Ching Tiing (2023) The Effectiveness of Closed Captions in TikTok Short Reels for Local Food in Creating Purchase Intention among Malaysian Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study investigates the effectiveness of closed captions in TikTok short reels as a form of new media advertising, with a particular focus on their ability to generate purchase intention for local food among Malaysian young adults. Advertising effectiveness has always been a primary objective for organisations, and in the realm of communication, individuals’ sentiments towards an advertisement serve as a key metric of that effectiveness. This research centres on assessing the impact of closed captions in TikTok short reels for local food concerning the creation of purchase intention among the targeted demographic. To gather data, a quantitative approach involving an online survey was employed to collect responses from 100 Malaysian young adults. The findings reveal that young adults are not only aware of closed captions in TikTok short reels promoting local food, but they also express a significant interest in learning more about such content. Additionally, the research reveals TikTok’s closed captions feature and its varying levels of curiosity among young adults when it comes to local food promotion through closed captions. Furthermore, it was observed that closed captions in TikTok short reels exert influence on Malaysian young adults as it motivates them to consider making purchases related to the promoted local food products. The insights derived from this study hold significance for advertisers and researchers alike, shedding light on the awareness and impact of closed captions in TikTok short reels for local food as a means to stimulate purchase intention among the young adults in Malaysia.