Publicação
Assessing the Effectiveness of TikTok as a Marketing Tool: Qualitative Study and Data Analysis of Paid TikTok Campaigns
| Resumo: | In recent years, TikTok has emerged as a dynamic force in social media, reshaping the landscape of marketing and advertising. This study focuses on TikTok's effectiveness as a marketing tool, particularly in paid advertising. Through a mixed quantitative research approach, including semi-structured interviews with marketers and an analysis of fifty-seven TikTok campaigns, it investigates various aspects of TikTok's impact, such as location targeting, contextual relevance, ad elements, objectives, and formats, drawing from Grewal's proposed framework. Insights gleaned from interviews and data shed light on TikTok's potential as a marketing platform. This research enriches our understanding of social media marketing, providing actionable implications for marketers aiming to leverage TikTok for brand awareness, engagement, and conversions. By blending quantitative analysis with real-world experiences, this study offers practical insights to elevate TikTok's role in the marketing landscape. |
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| Autores principais: | Benitez, Natalia Durango |
| Assunto: | TikTok Advertising TikTok influencer TikTok Marketing |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | In recent years, TikTok has emerged as a dynamic force in social media, reshaping the landscape of marketing and advertising. This study focuses on TikTok's effectiveness as a marketing tool, particularly in paid advertising. Through a mixed quantitative research approach, including semi-structured interviews with marketers and an analysis of fifty-seven TikTok campaigns, it investigates various aspects of TikTok's impact, such as location targeting, contextual relevance, ad elements, objectives, and formats, drawing from Grewal's proposed framework. Insights gleaned from interviews and data shed light on TikTok's potential as a marketing platform. This research enriches our understanding of social media marketing, providing actionable implications for marketers aiming to leverage TikTok for brand awareness, engagement, and conversions. By blending quantitative analysis with real-world experiences, this study offers practical insights to elevate TikTok's role in the marketing landscape. |
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