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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.

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Author:Enkelejda Kutleshi
Advisor:Michael Hepp
Document Type:Bachelor Thesis
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):License LogoUrheberrechtlich geschützt