Date of Award
Master of Science in Digital Marketing
Andrew Allen Smith
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.
Guerrero, Katherine Jacome, "An Analysis of TikTok's Digital Marketing Capabilities and Its Effectiveness for Brands and Businesses Across Different Industries" (2023). Theses. 532.
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