‘Shoppertainment’ beats advertising when it comes to wooing online consumers, says TikTok
source: bworldonline.com

‘Shoppertainment’ beats advertising when it comes to wooing online consumers, says TikTok

By Brontë H. Lacsamana, Reporter

FILIPINO consumers prefer authentic and entertaining marketing strategies over polished advertisements, giving rise to an approach that puts entertainment first and commerce second, a study showed. 

2022 study on the new opportunities in e-commerce conducted by TikTok and the Boston Consulting Group (BCG) found that exaggerated, picture-perfect advertisements usually fail to connect, with 90% of digital ads being skipped regularly by consumers.  

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