THE IMPACT OF ARTIFICIAL INTELLIGENCE-GENERATED CONTENT, USER-GENERATED CONTENT, DYNAMIC PERSONALIZATION ON TIKTOK ENGAGEMENT AND MARKETING CAMPAIGN EFFECTIVENESS

Lê Hậu

doi:10.34238/tnu-jst.13478

THE IMPACT OF ARTIFICIAL INTELLIGENCE-GENERATED CONTENT, USER-GENERATED CONTENT, DYNAMIC PERSONALIZATION ON TIKTOK ENGAGEMENT AND MARKETING CAMPAIGN EFFECTIVENESS

About this article

Received: 24/08/25 Revised: 03/10/25 Published: 03/10/25

Authors

Le Hau , School of Media and Applied Arts, University of Management and Technology Ho Chi Minh City, Ho Chi Minh City, Vietnam

Abstract

Grounded in Uses and Gratifications Theoryand the Elaboration Likelihood Model, this study examines how Artificial Intelligence-generated content, user-generated content, and dynamic personalization shape engagement and marketing campaign effectiveness on TikTok in Vietnam. A survey of 457 active users was analyzed with Partial Least Squares Structural Equation Modeling; the measurement model met reliability and validity thresholds. The model explains 48.1% of engagement and 39.5% of campaign effectiveness variance. Dynamic personalization is the strongest driver of engagement. Engagement is the most powerful predictor of campaign effectiveness. Dynamic personalization and Artificial Intelligence-generated content also exhibit significant direct effects on effectiveness, whereas user-generated content direct effect is non-significant on effectiveness. Findings suggestcombine real-time personalization to heighten relevance, cultivate user-generated content to stimulate participation, and leverage Artificial Intelligence-generated content for distinctive creative to amplify outcomes.

Keywords

Artificial intelligence generated content; User-generated content; Dynamic personalization; Marketing campaign; TikTok

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DOI: https://doi.org/10.34238/tnu-jst.13478

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