Date of Award


Document Type


Degree Name

Master of Science in Digital Marketing



First Advisor

Andrew Allen Smith

Second Advisor

Kristy Tucciarone

Third Advisor

Andrew Millians


TikTok, a video-sharing social media site, has become one of the most popular platforms among digital natives. As a result of evolving globalization trends and unprecedented social changes, this platform has rapidly grown in popularity since its debut in 2016. TikTok has established an ideal setting to boost engagement by fostering a repetitive logic and enabling everyone around the globe to easily create and consume short videos. Although TikTok has capabilities similar to those found on other more established platforms, it has a distinct framework and platform culture refined by its predictive algorithm and user-friendly content interface. For this study, carefully selected TikTok’s businesses accounts in the industries of fashion, beauty, food, healthcare, and finance have been thoroughly examined to maximize the findings' accuracy and effectively demonstrate TikTok marketing capabilities for businesses on these industries as well as identify the best marketing strategies that can be employed to maximize the potential of this platform as a digital marketing tool. By employing a mixed-methods research design consisting of both qualitative and quantitative data collection and analysis, this study provides a comprehensive examination of this platform’s marketing capabilities, limitations, and best practices for businesses within the selected industries.

Creative Commons License

Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 4.0 International License.

Included in

Marketing Commons