Impact of Hyper-Personalization Artificial Intelligence (AI) in Viral Marketing on TikTok, Thailand

DOI

10.2991/978-94-6463-831-8_7How to use a DOI?

Keywords

Hyper-personalization; Artificial Intelligence (AI); Viral Marketing; TikTok; Data Privacy; Digital Marketing; Ethics; Technology Acceptance Model (TAM); Theory of Reasoned Action (TRA)

Abstract

TikTok’s rise as a key platform for viral marketing is largely due to its use of artificial intelligence (AI) to deliver personalized content tailored to each user. In Thailand, social media significantly impacts daily life, making hyper-personalized marketing strategies crucial for brands trying to engage with consumers. While the advantages of such personalized content are evident, the increasing reliance on detailed user data has raised significant concerns related to privacy, fairness, and transparency. These issues become especially critical given Thailand’s Personal Data Protection Act (PDPA), which strictly regulates the handling of personal data online. This study explores how AI-driven personalization influences user engagement and the effectiveness of viral marketing strategies on TikTok. It pursues three primary objectives: to understand user reactions to hyper-personalized content, to identify the behavioral and ethical factors influencing engagement, and to provide actionable guidelines for marketers aiming to design PDPA-compliant campaigns. By applying frameworks such as the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA), the study analyzed data collected from 384 Thai TikTok users through correlation and regression analysis. The findings indicate that users engage more actively with personalized content when they find the platform practical, user-friendly, and influenced by peer interactions. Additionally, privacy concerns significantly impact user behavior. Thus, the research emphasizes that while personalization is highly effective, marketers must balance it with user privacy considerations. Ultimately, successful campaigns should attract attention while fostering trust, aligning closely with ethical guidelines.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Natacha Maswichian
AU  - Neeranuch Rattanakongsiri
AU  - Natthida Sukphoem
AU  - Chaninat Kanthanakit
AU  - Yannaphat Thungngoen
AU  - Thitamon Buaket
AU  - Nichapha Wongsuwan
AU  - Hataichanok Khwandee
AU  - Jutaphat Paksee
PY  - 2025
DA  - 2025/08/31
TI  - Impact of Hyper-Personalization Artificial Intelligence (AI) in Viral Marketing on TikTok, Thailand
BT  - Proceeding of the 1st International Conference on Lifespan Innovation (ICLI 2025)
PB  - Atlantis Press
SP  - 48
EP  - 56
SN  - 2468-5739
UR  - https://doi.org/10.2991/978-94-6463-831-8_7
DO  - 10.2991/978-94-6463-831-8_7
ID  - Maswichian2025
ER  -