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A Paradigm Shift: Tiktok’s Impact on Social Media Marketing Strategies

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  • Nurul Balqis Khairul Alfian

    (Faculty of Communication and Media Studies, Universiti Teknologi MARA, Melaka Branch, Alor Gajah Campus, 78000 Alor Gajah, Melaka)

  • Mohamad Hafifi Jamri

    (Faculty of Communication and Media Studies, Universiti Teknologi MARA, Melaka Branch, Alor Gajah Campus, 78000 Alor Gajah, Melaka)

  • Abdul Rauf Ridzuan

    (Faculty of Communication and Media Studies, Universiti Teknologi MARA, Melaka Branch, Alor Gajah Campus, 78000 Alor Gajah, Melaka)

  • Khairi Khairuddin

    (Faculty of Communication and Media Studies, Universiti Teknologi MARA, Melaka Branch, Alor Gajah Campus, 78000 Alor Gajah, Melaka)

  • Mohd Sufiean Hassan

    (Faculty of Communication and Media Studies, Universiti Teknologi MARA, Melaka Branch, Alor Gajah Campus, 78000 Alor Gajah, Melaka)

  • Nurzali Ismail

    (Ministry of Education Malaysia, 62604 W.P. Putrajaya)

  • Nor Hazlina Hashim

    (Department of Management and Marketing, Faculty of Business and Economics, Universiti Malaya, 50603 Kuala Lumpur)

Abstract

The efficacy of TikTok as a social media marketing tool is examined in this study which uses a quantitative methodology. The research project ensures an accurate representation of TikTok users through the use of probability sampling, enabling trustworthy and generalizable results. Structured questionnaires that aimed to capture different facets of TikTok’s impact on customer behavior and marketing efficacy were used to gather data. The survey instrument included inquiries about the influence of social media elements on purchasing decisions, user engagement, and opinions of marketing content. A thorough examination of patterns and trends was made possible by the statistical methods used to evaluate the data, which were performed using the Statistical Package for the Social Sciences (SPSS). The study focuses on how characteristics exclusive to TikTok – like its algorithm-driven recommendations and short-form video content affect user behavior and engagement. The impact of influencer endorsements, social proof, and viral material on consumer perceptions and purchase decisions are investigated. The study employs quantitative analysis to provide empirical insights into the ways in which TikTok influences user interactions and marketing outcomes. The results should be extremely beneficial in advancing knowledge of social media marketing tactics and how well they work on TikTok, with particular attention to the useful implications for companies looking to use this platform for customer interaction and brand promotion. Overall, by applying rigorous quantitative methodologies to evaluate TikTok’s efficacy and influence in the field of digital marketing, this research offers a comprehensive analysis of the platform’s marketing potential.

Suggested Citation

  • Nurul Balqis Khairul Alfian & Mohamad Hafifi Jamri & Abdul Rauf Ridzuan & Khairi Khairuddin & Mohd Sufiean Hassan & Nurzali Ismail & Nor Hazlina Hashim, 2024. "A Paradigm Shift: Tiktok’s Impact on Social Media Marketing Strategies," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(9), pages 3001-3009, September.
  • Handle: RePEc:bcp:journl:v:8:y:2024:i:9:p:3001-3009
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