Tiktok Marketing and Brand Image of Selected Pharmaceutical Industry in North Central, Nigeria

Abstract

In an era where digital conversations shape perceptions overnight, platforms like TikTok have emerged as powerful spaces for brands to build trust, visibility, and community connection. This study examines the influence of TikTok marketing on the brand image of pharmaceutical company in north central Nigeria, focusing on four key dimensions: content creativity, influencer collaboration, informational value, and customer engagement. A quantitative research approach was employed, with data collected from 400 respondents through a structured questionnaire. The data were analyzed using descriptive statistics and multiple regression techniques to evaluate the relationships between TikTok marketing variables and brand image. The findings indicate that TikTok marketing has a significant effect on brand image, with the regression model explaining 51.5% of the variance (Adjusted R² = 0.515). The overall model was statistically significant (F = 107.83, p < 0.001), confirming that the selected variables are strong predictors of brand perception. Informational value emerged as the most influential factor (â = 0.327, p < 0.001), followed by content creativity (â = 0.301, p < 0.001), customer engagement (â = 0.233, p < 0.001), and influencer collaboration (â = 0.185, p < 0.001). These results suggest that consumers prioritize accurate, relevant, and useful information when interacting with pharmaceutical content on TikTok, while creative and engaging content enhances overall perception and interaction. The study concludes that TikTok marketing plays a critical role in shaping pharmaceutical brand image, particularly when content is informative, credible, and engaging. It further establishes that informational value and content creativity are the most significant drivers of positive brand perception in high-involvement industries. The then study recommends that pharmaceutical companies prioritize the development of informative and educational content that enhances consumer understanding and trust. Additionally, firms should integrate creative strategies to improve content appeal and leverage interactive features to boost customer engagement. While influencer collaboration remains relevant, partnerships should focus on credible and knowledgeable individuals to ensure authenticity and compliance with industry regulations.