Abstract

This paper presents a unique exploration of the role of social media in contemporary business marketing, with a specific emphasis on the impact of TikTok on social media marketing strategies. It aims to uncover innovative strategies for businesses to captivate their social media audience, boost engagement, and drive website traffic to potentially increase sales. This research is based on a mixed-methods approach, including a literature review, a consumer survey, and an empirical analysis of content on my TikTok business account for a small online jewelry store. First, this paper contextualizes the study within broader marketing theories, drawing on existing literature and my experiences running a small online jewelry business. This autoethnographic perspective enriches the theoretical discussion on digital marketing. Then, this paper presents survey findings that highlight consumer preferences and behaviors on social media, providing insights into the content and strategies that resonate with consumers and encourage website visits. Finally, an empirical analysis of TikTok content reveals that diverse and engaging content substantially outperforms traditional product showcases in attracting potential customers. This finding emphasizes the significance of authenticity, entertainment, and engagement in content creation on TikTok. This paper stresses the necessity of social media mastery for businesses to succeed in the digital age. While providing valuable insights and strategies for leveraging social media to enhance online visibility and customer relations, it also recognizes the limitations of its research scope, including sample size and industry specificity. The paper suggests future research directions to deepen our understanding of consumer behavior across different demographics and platforms, aiming for a more complete and industry-wide application of social media marketing strategies.

Advisor

Abramo, Peter

Department

Interdepartmental

Disciplines

Business | E-Commerce | Entrepreneurial and Small Business Operations | Fashion Business | Marketing | Social Media

Keywords

social media marketing, digital marketing, TikTok, consumer preferences, website traffic increase, business, entrepreneurship

Publication Date

2024

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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