Exploring the success factors behind successful social media marketing A cases study of 20 selected TikTok videos

Lin, Yu Heng (2024) Exploring the success factors behind successful social media marketing A cases study of 20 selected TikTok videos. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The emerging and rapid growth of social media marketing has become one of the key players in marketing strategy. Since social media marketing has provided lots of benefits compared to other marketing strategies, this encourages marketers to shift their marketing tools to utilise social media to engage with their target audience. Many existing studies have investigated this social media marketing field on various social media platforms, but there is still limited literature and a lack of understanding of the factors that drive successful social media marketing, especially on TikTok platforms, which leads to failure to implement social media marketing on TikTok. This paper aims to explore the factors behind successful social media marketing on TikTok platforms by analysing 20 selected TikTok videos. In this research, three research objectives have been assigned: a) To identify the key characteristics or features that are common among successful TikTok marketing and advertising videos. b) To identify the most effective key factors to drive successful TikTok social media marketing and c) To explore the relationship between key characteristics and features that influence video achievement in terms of views, likes, shares, and comments. This study has applied video analysis and observation to TikTok videos based on different factors and thematic analysis used as tools for data analysis. Throughout the analysis, the researcher concluded that the factors included engagement and interactive, influencer marketing, content relevance, and some new findings about video format, collection of videos, and interconnection from TikTok to social Media. However, the researcher found engagement and interactive were the most effective factors towards successful social media marketing on TikTok social media. Thus, most of the factors show a positive and significant relationship in terms of video achievement (likes, shares, and Comments. This research may help the marketer establish successful social media marketing practices on TikTok, especially in the ways of engaging followers and audience to gain brand loyalty or other marketing purposes.

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