Social Media Marketing and its Effects on TikTok Users
Azpeitia, Janell (2021)
Azpeitia, Janell
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202104205240
https://urn.fi/URN:NBN:fi:amk-202104205240
Tiivistelmä
The aim of this thesis was to discover whether social media marketers were indeed reaching their target audience successfully by generating sales through the social media app, TikTok. This topic was chosen because the author, a TikTok user herself, was approached by a brand and asked to make videos promoting their products. This led the author to question whether these tactics work.
The theoretical framework opens in the second chapter by explaining the basics of marketing. The chapter then goes on to explore the differences between traditional marketing tactics and digital marketing tactics. The theory continues into the next chapter, detailing the use of social media marketing as a marketing tool. Current marketing strategies that are employed by some platforms are discussed, and influencer marketing is introduced as well. The final chapter in the theoretical framework introduces TikTok as a new marketing platform.
The empirical study and the chosen research method are then described and the research results are disclosed. The data was collected using the quantitative research method in the form of an online questionnaire. 59 responses were collected. These responses revealed that though 90% of participants have seen a promotional video, and 41% had purchased products after seeing them in a TikTok video, only 8% used an influencer’s promotional code. This leaves room for more studies to be conducted.
The theoretical framework opens in the second chapter by explaining the basics of marketing. The chapter then goes on to explore the differences between traditional marketing tactics and digital marketing tactics. The theory continues into the next chapter, detailing the use of social media marketing as a marketing tool. Current marketing strategies that are employed by some platforms are discussed, and influencer marketing is introduced as well. The final chapter in the theoretical framework introduces TikTok as a new marketing platform.
The empirical study and the chosen research method are then described and the research results are disclosed. The data was collected using the quantitative research method in the form of an online questionnaire. 59 responses were collected. These responses revealed that though 90% of participants have seen a promotional video, and 41% had purchased products after seeing them in a TikTok video, only 8% used an influencer’s promotional code. This leaves room for more studies to be conducted.