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The Impact of TikTok on Digital Marketing

Part of the Smart Innovation, Systems and Technologies book series (SIST,volume 205)


Social media currently has a high number of users, resulting in changes in behavior and relationships between companies, consumers and followers. With this, the number of companies adhering to digital marketing strategies grows significantly, resulting in greater attention from brands for this medium, as it is through it that the company and its positioning can be presented, or even develop a relationship with consumer. The latest revolution in social media is called TikTok. Its success is due to the fact that the application has a touch of creativity and self-expression and also a touch of digital marketing. Not only does it offer you to upload your own videos and then edit it with a variety of themes, but possibly create a collaboration with another user. The purpose of this work is to analyze the rapid growth of TikTok, to find out what factors have given rise to this growth and the impact in digital marketing.


  • Digital marketing
  • Social media
  • Audience
  • Influencers
  • TikToker

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  • DOI: 10.1007/978-981-33-4183-8_4
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Correspondence to Teresa Guarda .

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Guarda, T., Augusto, M.F., Victor, J.A., Mazón, L.M., Lopes, I., Oliveira, P. (2021). The Impact of TikTok on Digital Marketing. In: Rocha, Á., Reis, J.L., Peter, M.K., Cayolla, R., Loureiro, S., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 205. Springer, Singapore.

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