How fast-growing social media platform TikTok can be both, a digital marketing opportunity and challenge for brands
- The aim of this research is to explore social media platform TikTok and how it can be used as a marketing opportunity for brands but at the same time be a challenge for others. A qualitative study has been conducted due to the subjective nature of the topic, as well as a qualitative survey to get better insights of TikTok users’ behaviour. To analyse the data, a content analysis of 4 brands over the time frame of 3 months 01.06.2022 to 25.08.22 has been conducted. The findings can offer researchers and marketers better insights about if and how to implement TikTok into a marketing strategy of a company.
| Document Type: | Bachelor Thesis |
|---|---|
| Author: | Enkelejda Kutleshi |
| Advisor: | Michael HeppGND |
| Language: | English |
| Year of Completion: | 2022 |
| Granting Institution: | Hochschule Furtwangen |
| Release Date: | 2023/02/09 |
| Tag: | Marketing strategy; Social media marketing; TikTok |
| Page Number: | 72 |
| Degree Program: | IBM - International Business Management |
| Functional area: | Marketing |
| Open-Access-Status: | Closed Access |
| Licence (German): |  Urheberrechtlich geschützt |