THE TIK TOK ECONOMY: BUILDING BRANDS IN THE ERA OF 15 SECOND VIDEOS

Maria-Emilia Dinculeana
Additional contact information
Maria-Emilia Dinculeana: University of Craiova, Craiova, Romania

Management and Marketing Journal, 2025, vol. XXIII, issue 1, 55-72

Abstract: This study examines the rapid rise and influence of short-form video management marketing for Tik Tok in the contemporary digital economy, focusing specifically on the unique role of micro-video content in reshaping marketing and brand building. The evolution of internet technologies and mobile devices has significantly transformed content creation, shifting from text and images to dynamic video formats. This transformation has accelerated with the advent of faster internet connectivity, enabling seamless video uploads and widespread content consumption. Short-form video platforms, which prioritize brevity and interactivity, have emerged as dominant players in this new landscape, catering to the evolving preferences of digital audiences for quick, engaging, and personalized experiences. These platforms have not only redefined entertainment but also become vital tools for marketing and branding, allowing creators to experiment with innovative forms of storytelling. The combination of sophisticated algorithms, personalized content curation, and highly engaging formats has led to the widespread adoption of these platforms. Their ability to reach and influence vast global audiences has redefined traditional marketing strategies, offering new opportunities for brands to connect with consumers. This paper explores how these platforms, by leveraging short, creative videos, have become central to the evolution of digital marketing, emphasizing the role of authenticity, relatability, and creativity in building brand awareness and driving consumer engagement.

Keywords: Shorts; Influencers; Internet; Tik Tok; Digital (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://mnmk.ro/documents/2025_1/4-1-1-25.pdf (application/pdf)

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:aio:manmar:v:xxiii:y:2025:i:1:p:55-72

Access Statistics for this article

Management and Marketing Journal is currently edited by Tudor Nistorescu

More articles in Management and Marketing Journal from University of Craiova, Faculty of Economics and Business Administration Contact information at EDIRC.
Bibliographic data for series maintained by Catalin Barbu ().