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Understanding the Role of TikTok’s Media Affordances in Promoting Sustainable Branding Strategies

In: Proceedings of the 2023 International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2023)

Author

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  • Ivy Ziyi Yang

    (International School of Beijing)

Abstract

The 21st century confronts us with pressing environmental challenges, necessitating innovative approaches for promoting sustainability. As society turns to social media for awareness and change, TikTok emerges as a platform to galvanize sustainable branding strategies. This study delves into TikTok’s distinctive media affordances that contribute to sustainable branding, specifically through factors such as visibility, persistence, association, and modality. Notably, TikTok appeals to a youthful demographic, with 80% of users aged between 16 and 34, and 60% belonging to Generation Z - a group often characterized by a passion for social causes. The platform’s algorithmic content delivery, user interactivity, and short-form videos enhance brand visibility. These features allow sustainable brands to harness user engagement and latch onto influential trends. By exploring the role of TikTok’s media affordances in sustainable branding, this research offers valuable insights that can guide efforts to foster positive environmental change, aligning brands with the values and concerns of a younger, socially-conscious audience.

Suggested Citation

  • Ivy Ziyi Yang, 2024. "Understanding the Role of TikTok’s Media Affordances in Promoting Sustainable Branding Strategies," Advances in Economics, Business and Management Research, in: Peng Dou & Keying Zhang (ed.), Proceedings of the 2023 International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2023), pages 94-102, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-441-9_10
    DOI: 10.2991/978-94-6463-441-9_10
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