| dc.description.abstract | Currently, the use of Tiktok becomes a phenomenon that significantly affects the lifestyle of society following the social media trend. The existence of content marketing indicates a strong interest in the platform, which alters how people interact and influences consumer decision. This study examines the effect of content marketing on customer advocacy on TikTok, with brand trust and customer engagement as intervening variables. This quantitative study uses primary and secondary data collected through documentary study and online questionnaire with a Likert scale. All TikTok users in Medan serve as the study population. A sample of 200 respondents aged 17 years, who engage daily on Tiktok (liking, commenting, sharing, and following), is selected using non-probability sampling with purposive sampling technique. Path analysis is conducted to analyze the data. The study finds that content marketing has direct, positive, and significant effect on brand trust and customer engagement, respectively. Additionally, brand trust directly affects customer advocacy positively and significantly. However, content marketing directly affects customer advocacy negatively and insignificantly. On the other hand, the study finds that content marketing indirectly has a positive and significant effect on customer advocacy through brand trust and customer engagement, respectively, as intervening variables. | en_US |
