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

Nurul Balqis Khairul Alfian, Mohamad Hafifi Jamri, Abdul Rauf Ridzuan, Khairi Khairuddin, Mohd Sufiean Hassan, Nurzali Ismail and Nor Hazlina Hashim
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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

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 9, 3001-3009

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.

Date: 2024
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