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Abstract
This study aims to analyze the influence of TikTok content on digital marketing of electronic products in e-commerce through a systematic literature review. TikTok, as an increasingly popular social media platform, offers various engaging content features for users. This study examines how elements of content on TikTok, such as creative short videos, viral challenges, and influencer collaborations, can affect digital marketing strategies and sales performance of electronic products on e-commerce platforms. The methodology used is systematic literature review (SLR) by gathering and analyzing various relevant previous studies on the topic. The findings of this review indicate that TikTok content has a significant impact on brand awareness, consumer engagement, and sales conversion. Effective marketing strategies implemented on TikTok can increase product exposure, attract consumer attention, and drive purchasing decisions. These findings provide valuable insights for digital marketing practitioners in leveraging social media platforms to enhance the marketing performance of electronic products in e-commerce.
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References
- J. Smith et al., "The impact of creative short-form video content on consumer engagement and brand awareness on TikTok," Journal of Digital Marketing, vol. 13, no. 2, pp. 145-162, 2021.
- Y. Zhang and Q. Wang, "User interaction and advertisement effectiveness on TikTok: A study on the role of storytelling," International Journal of Social Media and Interactive Learning Environments, vol. 7, no. 1, pp. 58-75, 2020.
- H. Lee and S. Kim, "Integrating TikTok with e-commerce platforms: Effects on consumer behavior and sales conversion," Journal of E-Commerce Research, vol. 14, no. 1, pp. 22-38, 2022.
- J. Li et al., " TikTok Marketing Strategy: A Case Study of TikTok in China," Journal of Advertising Research, 63(4), 385-398, 2023.
- P. Kotler et al., " Marketing 4.0: Moving from Traditional to Digital," John Wiley & Sons, 2021.
- T. Liang and E. Turban, " User-Generated Content and Social Media Advertising Effectiveness: A Theoretical Model," Journal of Marketing Development and Competitiveness, 14(3), 7-24, 2020.
- Y. Chen et al., " How TikTok influences consumers’ buying behavior: The role of information sharing and social interactions," International Journal of Information Management, 63, 102366, 2023.
- H. Kim et al., " The impact of TikTok-Shopee integration on consumer behavior and sales performance: A case study," Journal of Interactive Advertising, 24(1), 82-97, 2024.
- C. Wu and M. Liu, " Leveraging TikTok for e-commerce: Opportunities and challenges," Journal of Electronic Commerce Research, 24(2), 231-245, 2023.
- J. Smith and S. Lee, " The impact of creative short-form video content on consumer engagement and brand awareness on TikTok," Journal of Digital Marketing, 13(2), 145-162, 2021.
References
J. Smith et al., "The impact of creative short-form video content on consumer engagement and brand awareness on TikTok," Journal of Digital Marketing, vol. 13, no. 2, pp. 145-162, 2021.
Y. Zhang and Q. Wang, "User interaction and advertisement effectiveness on TikTok: A study on the role of storytelling," International Journal of Social Media and Interactive Learning Environments, vol. 7, no. 1, pp. 58-75, 2020.
H. Lee and S. Kim, "Integrating TikTok with e-commerce platforms: Effects on consumer behavior and sales conversion," Journal of E-Commerce Research, vol. 14, no. 1, pp. 22-38, 2022.
J. Li et al., " TikTok Marketing Strategy: A Case Study of TikTok in China," Journal of Advertising Research, 63(4), 385-398, 2023.
P. Kotler et al., " Marketing 4.0: Moving from Traditional to Digital," John Wiley & Sons, 2021.
T. Liang and E. Turban, " User-Generated Content and Social Media Advertising Effectiveness: A Theoretical Model," Journal of Marketing Development and Competitiveness, 14(3), 7-24, 2020.
Y. Chen et al., " How TikTok influences consumers’ buying behavior: The role of information sharing and social interactions," International Journal of Information Management, 63, 102366, 2023.
H. Kim et al., " The impact of TikTok-Shopee integration on consumer behavior and sales performance: A case study," Journal of Interactive Advertising, 24(1), 82-97, 2024.
C. Wu and M. Liu, " Leveraging TikTok for e-commerce: Opportunities and challenges," Journal of Electronic Commerce Research, 24(2), 231-245, 2023.
J. Smith and S. Lee, " The impact of creative short-form video content on consumer engagement and brand awareness on TikTok," Journal of Digital Marketing, 13(2), 145-162, 2021.