TikTok as a marketing tool for Prisma Kaleva
Scholes, Maija (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023061423946
https://urn.fi/URN:NBN:fi:amk-2023061423946
Tiivistelmä
Social media is constantly evolving. This puts pressure on companies marketing efforts as they constantly have to adapt they marketing efforts to new trends and social media platforms. TikTok has risen in popularity extremely fast and has become one of the most popular platforms. This means that it has become a powerful marketing tool for businesses. The purpose of this thesis was to create TikTok marketing recommendations for the hypermarket store Prisma Kaleva. The objective was to find ways for them to utilise the platform effectively to gain awareness of the brand and their values.
To create these recommendations extensive theoretical research was done. A literature review was conducted to provide the research theoretical framework on why the platform should be utilised in the commissioners social media marketing efforts. In addition to this a benchmark research was conducted. Three competitors TikTok accounts where analysed to provide practical examples of how to implement the information gathered in the theoretical framework. Content analysis was also done on the commissioners current TikTok account to gather information on what has been successful and what is the starting point for the commissioner when implementing these recommendations into their practices.
The results of this research included practical recommendations on how Prisma Kaleva can utilise TikTok most effectively for their specific needs. By implementing these recommendations into their practices the hypermarket store will be able to gain awareness on the store and express what makes their store unique in the field. These recommendations have been gathered to support the commissioner when creating a TikTok marketing strategy in the future.
To create these recommendations extensive theoretical research was done. A literature review was conducted to provide the research theoretical framework on why the platform should be utilised in the commissioners social media marketing efforts. In addition to this a benchmark research was conducted. Three competitors TikTok accounts where analysed to provide practical examples of how to implement the information gathered in the theoretical framework. Content analysis was also done on the commissioners current TikTok account to gather information on what has been successful and what is the starting point for the commissioner when implementing these recommendations into their practices.
The results of this research included practical recommendations on how Prisma Kaleva can utilise TikTok most effectively for their specific needs. By implementing these recommendations into their practices the hypermarket store will be able to gain awareness on the store and express what makes their store unique in the field. These recommendations have been gathered to support the commissioner when creating a TikTok marketing strategy in the future.