SHORT-FORM STRATEGIES: THE TRANSFORMATIVE IMPACT OF TIKTOK ON PRODUCT ADVERTISING
Keywords:
Digital marketing, Social commerce, Influencer marketing, Short-form video, TikTokAbstract
The rise of TikTok has fundamentally altered the landscape of digital marketing through its innovative use of short-form video content. This paper examines TikTok’s impact on product promotion by analyzing its algorithmic personalization, influencer marketing, interactive features, and integrated e-commerce functionalities. Utilizing a systematic literature review methodology, research was sourced from Scopus, Web of Science, and Google Scholar. The findings indicate that TikTok’s unique features significantly enhance consumer engagement, drive higher conversion rates, and transform traditional marketing paradigms. However, gaps remain regarding long-term brand loyalty and ethical considerations. This study underscores the need for sustainable marketing strategies that leverage TikTok’s strengths while addressing emerging challenges.
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