TikTok-social media marketing practices and digital branding

Sabrina, Ade Josephin and Fernando, Yudi and Mergeresa, Fineke and Ikhsan, Ridho Bramulya and Sari Wahyuni-Td, Ika and Fernando, Erick (2024) TikTok-social media marketing practices and digital branding. In: 2024 IEEE International Conference on Interdisciplinary Approaches in Technology and Management for Social Innovation, IATMSI 2024. 2nd IEEE International Conference on Interdisciplinary Approaches in Technology and Management for Social Innovation, IATMSI 2024 , 14-16 March 2024 , Gwalior. pp. 1-5.. ISBN 979-835036052-3 (Published)

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Abstract

With the advancement of technology and the massive use of social media, many companies are looking at social media sites as their new way of promotion, one of which is the TikTok application. TikTok is one of the social media that provides opportunities for companies to build brands and promote their products or services by creating content that can attract, connect, and share information with customers. Therefore, this study aims to develop a theoretical mediation of TikTok's social media marketing practices and digital branding. Researchers have collected data obtained from questionnaires distributed online in the form of Google Forms to 170 user TikTok. This study found that TikTok's social media marketing practices and accessibility significantly and positively impact content sharing and digital branding. This research is expected to add and develop insights, information, thoughts, and knowledge for entrepreneurs in marketing through social media.

Item Type:	Conference or Workshop Item (Lecture)
Additional Information:	Indexed by Scopus
Uncontrolled Keywords:	Accessibility; Digital branding; Sharing contents; Social media Marketing practices; TikTok
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management T Technology > T Technology (General)
Faculty/Division:	Faculty of Industrial Management
Depositing User:	Mr Muhamad Firdaus Janih@Jaini
Date Deposited:	30 Aug 2024 00:07
Last Modified:	30 Aug 2024 00:07
URI:	http://umpir.ump.edu.my/id/eprint/41808
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