Assessing the Effectiveness of TikTok as a Marketing Tool: Qualitative Study and Data Analysis of Paid TikTok Campaigns

Detalhes bibliográficos
Autor(a) principal: Benitez, Natalia Durango
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/163942
Resumo: Project Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
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spelling Assessing the Effectiveness of TikTok as a Marketing Tool: Qualitative Study and Data Analysis of Paid TikTok CampaignsTikTok AdvertisingTikTok influencerTikTok MarketingDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoProject Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsIn recent years, TikTok has emerged as a dynamic force in social media, reshaping the landscape of marketing and advertising. This study focuses on TikTok's effectiveness as a marketing tool, particularly in paid advertising. Through a mixed quantitative research approach, including semi-structured interviews with marketers and an analysis of fifty-seven TikTok campaigns, it investigates various aspects of TikTok's impact, such as location targeting, contextual relevance, ad elements, objectives, and formats, drawing from Grewal's proposed framework. Insights gleaned from interviews and data shed light on TikTok's potential as a marketing platform. This research enriches our understanding of social media marketing, providing actionable implications for marketers aiming to leverage TikTok for brand awareness, engagement, and conversions. By blending quantitative analysis with real-world experiences, this study offers practical insights to elevate TikTok's role in the marketing landscape.Naranjo-Zolotov, Mijail JuanovichRUNBenitez, Natalia Durango2024-02-22T17:52:48Z2024-01-302024-01-30T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/163942TID:203526813enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:49:48Zoai:run.unl.pt:10362/163942Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:59:57.182333Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Assessing the Effectiveness of TikTok as a Marketing Tool: Qualitative Study and Data Analysis of Paid TikTok Campaigns
title Assessing the Effectiveness of TikTok as a Marketing Tool: Qualitative Study and Data Analysis of Paid TikTok Campaigns
spellingShingle Assessing the Effectiveness of TikTok as a Marketing Tool: Qualitative Study and Data Analysis of Paid TikTok Campaigns
Benitez, Natalia Durango
TikTok Advertising
TikTok influencer
TikTok Marketing
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Assessing the Effectiveness of TikTok as a Marketing Tool: Qualitative Study and Data Analysis of Paid TikTok Campaigns
title_full Assessing the Effectiveness of TikTok as a Marketing Tool: Qualitative Study and Data Analysis of Paid TikTok Campaigns
title_fullStr Assessing the Effectiveness of TikTok as a Marketing Tool: Qualitative Study and Data Analysis of Paid TikTok Campaigns
title_full_unstemmed Assessing the Effectiveness of TikTok as a Marketing Tool: Qualitative Study and Data Analysis of Paid TikTok Campaigns
title_sort Assessing the Effectiveness of TikTok as a Marketing Tool: Qualitative Study and Data Analysis of Paid TikTok Campaigns
author Benitez, Natalia Durango
author_facet Benitez, Natalia Durango
author_role author
dc.contributor.none.fl_str_mv Naranjo-Zolotov, Mijail Juanovich
RUN
dc.contributor.author.fl_str_mv Benitez, Natalia Durango
dc.subject.por.fl_str_mv TikTok Advertising
TikTok influencer
TikTok Marketing
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic TikTok Advertising
TikTok influencer
TikTok Marketing
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Project Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2024
dc.date.none.fl_str_mv 2024-02-22T17:52:48Z
2024-01-30
2024-01-30T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/163942
TID:203526813
url http://hdl.handle.net/10362/163942
identifier_str_mv TID:203526813
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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