Skip to main content

The Impact of TikTok on Digital Marketing

  • Conference paper
  • First Online:
Marketing and Smart Technologies

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.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 219.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 279.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 379.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

References

  1. Anderson, K. E.: Getting acquainted with social networks and apps: it is time to talk about TikTok, Library Hi Tech News (2020)

    Google Scholar 

  2. Hu, L.: Chinese digital and mobile platforms. In: International Digital Marketing in China, International Digital Marketing in China, pp. 31–47 (2020)

    Google Scholar 

  3. Statista: Most popular social networks worldwide as of April 2020, ranked by number of active users. Statista 03 (2020). [Online] Available https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

  4. SensorTower: Top Apps Worlwide for January 2020 by Downloads (Non-Game), SensorTower 01 (2020). [Online] Available https://sensortower.com/

  5. Tuten, T.L., Solomon, M.R.: Social media marketing, Sage (2017)

    Google Scholar 

  6. Steinhoff, L., Arli, D., Weaven, S., Kozlenkova, I.V.: Online relationship marketing. J. Acad. Mark. Sci. 47(3), 369–393 (2019)

    Article  Google Scholar 

  7. Appel, G., Grewal, L., Hadi, R., Stephen, A.T.: The future of social media in marketing. J. Acad. Mark. Sci. 48(1), 79–95 (2020)

    Article  Google Scholar 

  8. Heinze, A., Fletcher, G., Rashid, T., Cruz, A.: Digital and social media marketing: a results-driven approach, Routledge (2020)

    Google Scholar 

  9. Xu, L., Yan, X., Zhang, Z.: Research on the causes of the “Tik Tok” app becoming popular and the existing problems. J. Adv. Manage. Sci. 7(2), 59–63 (2019)

    Article  Google Scholar 

  10. Alperstein, N.M.: The new new sensibility: Selling celebrity/celebrities selling on digital media. In: Celebrity and Mediated Social Connections, pp. 95–127. (2019)

    Google Scholar 

  11. AppTrace: TikTok—Make Your Day. AppTrace, 07 (2020). [Online] Available https://www.apptrace.com/app/835599320

  12. C. J.: TikTok penetration worldwide 2019, by region, Statista (2020). [Online] Available https://www.statista.com/statistics/1096321/tiktok-penetration-worldwide/

  13. Enke, N., Borchers, N.S.: Social media influencers in strategic communication: A conceptual framework for strategic social media influencer communication. Int. J. Strategic Commun. 13(4), 261–277 (2019)

    Article  Google Scholar 

  14. Jin, S.V., Muqaddam, A.: Product placement 2.0:“do brands need influencers, or do influencers need brands? J. Brand Manage. 26(5), 522–537 (2019)

    Article  Google Scholar 

  15. Ducato, R.: One hashtag to rule them all? mandated disclosures and design duties in influencer marketing practices. In: The Regulation of Social Media Influencers, Edward Elgar Publishing (2020)

    Google Scholar 

  16. Influencer Marketing Hub: TikTok Advertising Options. InfluencerMarketingHub, 07 (2020). [Online] Available https://influencermarketinghub.com/tiktok-ads/

  17. Li, H.: Special section introduction: artificial intelligence and advertising. J. Advertising 48(4), 333–337 (2019)

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Teresa Guarda .

Editor information

Editors and Affiliations

Rights and permissions

Reprints and permissions

Copyright information

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

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

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

Download citation

Publish with us

Policies and ethics