Viewers’ Perceptions towards the Use of Code-Switching in Tiktok Advertisements in Relation to Brand Recognition, Viewers’ Trust and Viewers’ Engagement

Code-switching is commonly used by advertisers to deliver their message in online advertisements, yet how viewers perceive its use in these advertisements is still under explored. Using the Markedness Model by Scotton (1998), this study aims to investigate the viewers’ perceptions towards the use of code-switching in TikTok advertisements in enhancing their engagement, brand recognition, and trust in those advertisements. A quantitative approach using an online questionnaire consisting of a 16-item survey on viewers’ perceptions of code-switching in TikTok advertisements was conducted among 240 students at a public university in Malaysia. The results of the study revealed that the viewers perceived code-switching in TikTok advertisements positively in enhancing brand recognition, viewers’ trust and viewers’ engagement. In addition, the study discovered that viewers’ trust had the greatest impact on their engagement in TikTok advertisements that used code switching. These findings suggest that advertisers or brands can use code-switching in TikTok advertisements to build engagement, brand recognition and trust, making the advertisements more relatable and culturally relevant for diverse viewers.

code-switching, TikTok advertisements, brand recognition, viewers’ trust, viewers’ engagement

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