The impact of personalization on viral behavior intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness

TikTok represents a new form of marketing communication technology due to its features and attributes. However, despite its ability to share brands’ viral content, scant research has examined TikTok as an advertising vehicle and its implications for viral advertising campaigns. Drawing on the Elaboration Likelihood Model and the concept of self-relevance, the present study explores the impact of perceived personalization of TikTok content on perceived creativity, authenticity, and viral behavioral intentions. The relationships between perceived creativity and authenticity and between viral behavioral intentions and purchase intentions are also examined. The results show that the personalization of TikTok content is positively related to perceived creativity and authenticity, which consequently lead to viral behavior intention on TikTok. In addition, perceived creativity of TikTok content is positively related to authenticity. The findings also suggest that need for uniqueness moderates the relationship between personalization and viral behavioral intentions. Overall, the results of this study provide new insights into the roles of perceived creativity, authenticity, and need for uniqueness in the impact of TikTok’s personalized content on viral behavioral intentions. Theoretical and practical implications for advertisers are discussed.