Utilizing TikTok for branding and marketing. An empirical study of three airlines.

Abstract

In recent years, social media marketing has become the new norm for branding, and TikTok has become one of the most popular ones to be on. Since its launch, TikTok has become a place where millions of people are either watching videos for entertainment or partaking in the fun by creating their own. The excitement surrounding TikTok does not appear to be slowing down, and more and more companies, including airlines, are joining in and creating profiles to reach audiences. This thesis investigates how three airlines utilize TikTok for social media marketing and branding. While hoping to provide a deeper understanding of both content and social media marketing, components such as brand personality and brand image are discussed alongside the main functions of TikTok, and how TikTok can be used for successful branding. Via empirical study and findings based on it, alongside the theoretical framework, this thesis aims to provide recommendations and suggestions for other airlines and businesses on how TikTok can be utilized to its full potential when it comes to brand image and brand personality, and how these concepts affect branding and content marketing. The airlines chosen for the empirical study were Air France, Delta Airlines, and Ryanair.