EFFECTIVENESS OF VIRAL ADVERTISING IN TIKTOK AS A TOOL FOR THE DIGITAL MARKETS AS PERCEIVED BY YOUNG CONSUMERS IN LUCENA CITY

The study aims to determine the effectiveness of viral advertising in TikTok as a tool for digital markets. It specifically seeks to identify the socioeconomic of respondents in terms of age, sex, education and income, reason for watching videos using the application; the perception of young consumers on viral advertising in TikTok in terms of credibility and persuasiveness; the impact or consequences caused by TikTok in terms of brand awareness, purchasing decision and change of behavior. The researcher utilized quantitative and questionnaires using a descriptive survey method, 100 young consumers who live in Lucena City randomly selected. The questionnaire administered online using google form and gathered data is utilized as a reference to support the study. In conclusion the young consumer reason for watching TikTok is it gives entertainment such as life hacks and it is informative especially in purchasing decision, they also liked to watch, because it features their favorite artists/model with enticing music and color they also watch viral ads to lessen weariness and stress and served as their past time. TikTok also taught young consumers to be creative and wise. It is also a reliable and credible source of affordable products for consumers, it attracts their interests mostly because of the endorser, image, colors, and a catchy tagline. Furthermore, TikTok could cause vague feelings due to lengthy and unexpected ads. TikTok is an effective platform to promote and make the product popular to make the online brands and business prosper.