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

Ivy Ziyi Yang ()
Additional contact information
Ivy Ziyi Yang: International School of Beijing

A chapter in Proceedings of the 2023 International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2023), 2024, pp 94-102 from Springer

Abstract: 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.

Keywords: Sustainable branding; Media affordances; Social media; TikTok (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-441-9_10

Ordering information: This item can be ordered from
http://www.springer.com/9789464634419

DOI: 10.2991/978-94-6463-441-9_10

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().