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Marketing and Smart Technologies pp 35–44Cite as

The Impact of TikTok on Digital Marketing

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

Abstract

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.

Keywords

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

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Author information

Authors and Affiliations

  1. Universidad de Las Fuerzas Armadas, Salinas, Ecuador

    Teresa Guarda

  2. Universidad Estatal Península de Santa Elena, La Libertad, Ecuador

    Teresa Guarda, Maria Fernanda Augusto & Luis Miguel Mazón

  3. CIST–Centro de Investigación En Sistemas Y Telecomunicaciones, Universidad Estatal Península de Santa Elena, La Libertad, Ecuador

    Teresa Guarda, Maria Fernanda Augusto & Luis Miguel Mazón

  4. Algoritmi Centre, Minho University, Guimarães, Portugal

    Teresa Guarda, Isabel Lopes & Pedro Oliveira

  5. BiTrum Research Group, León, Spain

    Teresa Guarda, Maria Fernanda Augusto & Luis Miguel Mazón

  6. Polytechnic Institute of Maia, Maia, Portugal

    José Avelino Victor

  7. Polytechnic Institute of Bragança, Bragança, Portugal

    Isabel Lopes & Pedro Oliveira

Authors
  1. Teresa Guarda
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  2. Maria Fernanda Augusto
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  3. José Avelino Victor
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  4. Luis Miguel Mazón
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  5. Isabel Lopes
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  6. Pedro Oliveira
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Corresponding author

Correspondence to Teresa Guarda .

Editor information

Editors and Affiliations

  1. ISEG, University of Lisbon, Lisbon, Portugal

    Prof. Álvaro Rocha

  2. University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  3. FHNW School of Business, University of Applied Sciences and Arts, Olten, Solothurn, Switzerland

    Prof. Dr. Marc K. Peter

  4. Instituto Português de Administração e Marketing, Portucalense University, Porto, Portugal

    Dr. Ricardo Cayolla

  5. ISCTE-University Institute of Lisbon, Lisbon, Portugal

    Prof. Sandra Loureiro

  6. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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© 2021 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

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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. https://doi.org/10.1007/978-981-33-4183-8_4

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