The effectiveness of TikTok as a marketing tool for K-Beauty products in Finland
Lilja, Vivian (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060219456
https://urn.fi/URN:NBN:fi:amk-2025060219456
Tiivistelmä
This study examined the role of TikTok in promoting Korean Beauty (K-Beauty) products in the Finnish market, addressing the platform's growing importance in shaping consumer behaviour. The study was inspired by the global popularity of K-Beauty and TikTok's rise as an important marketing platform, particularly among younger demographics. Despite the platform's broad use, no study was conducted on its effectiveness for K-Beauty marketing in Finland, where customer preferences are closely aligned with K-Beauty's emphasis on natural ingredients and sustainability.
A quantitative survey was conducted among 54 Finnish TikTok users, and 44 complete replies were examined to determine engagement patterns, influencer impact, and purchasing decisions. Based on the findings, 88.6% of respondents discovered K-Beauty items on TikTok, with beauty and skincare content gaining the most views. Influencer recommendations were important, as 70.5% of respondents said they bought K-Beauty items based on influencer content, but just 31.8% actively following such influencers. Product reviews (93.2%), price (75%), and influencer recommendations (47.7%) were the most influential factors in purchasing decisions. However, there were some worries regarding content authenticity and a lack of diversity in K-Beauty marketing.
The results highlight TikTok's effectiveness as a top-of-funnel marketing tool for K-Beauty businesses, which is fuelled by high engagement rates and algorithmic reach. The study supports Social Media Engagement Theory by demonstrating how TikTok's interactive features transform passive viewers into active participants, increasing trust and relatability. To effectively engage Finnish customers, brands should prioritize authentic, value-driven content, collaborate with credible influencers, and address diversity inequalities. The study adds to the understanding of social media marketing dynamics and provides useful data for brands interested in utilizing TikTok in specific fields.
A quantitative survey was conducted among 54 Finnish TikTok users, and 44 complete replies were examined to determine engagement patterns, influencer impact, and purchasing decisions. Based on the findings, 88.6% of respondents discovered K-Beauty items on TikTok, with beauty and skincare content gaining the most views. Influencer recommendations were important, as 70.5% of respondents said they bought K-Beauty items based on influencer content, but just 31.8% actively following such influencers. Product reviews (93.2%), price (75%), and influencer recommendations (47.7%) were the most influential factors in purchasing decisions. However, there were some worries regarding content authenticity and a lack of diversity in K-Beauty marketing.
The results highlight TikTok's effectiveness as a top-of-funnel marketing tool for K-Beauty businesses, which is fuelled by high engagement rates and algorithmic reach. The study supports Social Media Engagement Theory by demonstrating how TikTok's interactive features transform passive viewers into active participants, increasing trust and relatability. To effectively engage Finnish customers, brands should prioritize authentic, value-driven content, collaborate with credible influencers, and address diversity inequalities. The study adds to the understanding of social media marketing dynamics and provides useful data for brands interested in utilizing TikTok in specific fields.