Influencer Marketing in TikTok
Holopainen, Henni (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121437326
https://urn.fi/URN:NBN:fi:amk-2023121437326
Tiivistelmä
The main objective of this thesis is to produce development ideas for commissioning company, Monochrome, on how to create efficient and functional TikTok influencer marketing. The use of social media is commonplace, as is influencer marketing. In the world of social media, only more entertaining applications appear one after another, ready to hook the viewers. TikTok has become globally known social media platform that is also widely used by influencers. How does an influencer manage to create content that has marketing value?
The aim of the study was to examine user preferences in TikTok influencer marketing using quantitative data from a Webropol-based consumer survey conducted via different social media channels. For this research work, it was necessary to gain information about how TikTok influencer marketing would be effective and consumer-friendly from a consumer perspective, what kind of influencer and content is perceived as good and effective in terms of awakening a positive purchase intention. The research focused on understanding consumer perspectives on TikTok influencer marketing in the present time. The thesis included a discussion of TikTok influencer marketing theory, preparation of a quantitative consumer survey, and analysis of conclusions drawn from the survey. The theoretical framework encompassed the fundamentals of the TikTok application, influencer marketing, and their integration. A combination of written and electronic sources was employed to gather theoretical insights.
The result of the quantitative research and analysis indicates that truly authentic and transparent content from influencer mixed with good amount of organic content is key to successful consumer experience in TikTok. Today, consumers are particular about which influencer's recommendation they trust. The findings were presented in the form of managerial implications in accordance with the client's wishes. The researcher gives a recommendation for future studies related to the subject area, as the subject is a constantly growing concept in the world of marketing.
The aim of the study was to examine user preferences in TikTok influencer marketing using quantitative data from a Webropol-based consumer survey conducted via different social media channels. For this research work, it was necessary to gain information about how TikTok influencer marketing would be effective and consumer-friendly from a consumer perspective, what kind of influencer and content is perceived as good and effective in terms of awakening a positive purchase intention. The research focused on understanding consumer perspectives on TikTok influencer marketing in the present time. The thesis included a discussion of TikTok influencer marketing theory, preparation of a quantitative consumer survey, and analysis of conclusions drawn from the survey. The theoretical framework encompassed the fundamentals of the TikTok application, influencer marketing, and their integration. A combination of written and electronic sources was employed to gather theoretical insights.
The result of the quantitative research and analysis indicates that truly authentic and transparent content from influencer mixed with good amount of organic content is key to successful consumer experience in TikTok. Today, consumers are particular about which influencer's recommendation they trust. The findings were presented in the form of managerial implications in accordance with the client's wishes. The researcher gives a recommendation for future studies related to the subject area, as the subject is a constantly growing concept in the world of marketing.