Key Success Factors of Using TikTok as a Marketing Strategy in Indonesia: a Literature Study

EasyChair Preprint no. 10285

Abstract

In the dynamic landscape of Indonesia's digital market, companies are continuously seeking innovative strategies to drive companies growth. Amidst this digital revolution, TikTok has emerged as a powerful platform for marketers, providing a unique opportunity to tap into the country's vast and diverse consumer base. It is not easy to successfully implement the marketing strategy in Tiktok because TikTok is a highly competitive platform with millions of users and content creators seeking for attention. The purpose of this article was to find out key successful factors of using TikTok as a marketing strategy in Indonesia. This was a literature study reviewing various marketing strategy related journals.Articles published in various journals after the year of 2015 are reviewed, from 47 papers found were consolidated into 30 papers which relevant case in marketing strategy and result from 28 papers to be reviewed. These selected papers were to answer the research questions about TikTok as a marketing strategy. The research’s result finds 8 key success factors of using TikTok as a marketing strategy in Indonesia.

Keyphrases: Key Success Factors, marketing strategy, TikTok

@Booklet{EasyChair:10285,
  author = {Arazaqi Pratama and Samuel Aji Mario and Sultantio Digdoyo and Yanti Tjong},
  title = {Key Success Factors of Using TikTok as a Marketing Strategy in Indonesia: a Literature Study},
  howpublished = {EasyChair Preprint no. 10285},

  year = {EasyChair, 2023}}