臺灣博碩士論文加值系統

摘要

由於其流行，“截至2024年，TikTok用戶達到20.5億”，許多用戶、品牌和公司都將TikTok作為其行銷工具。此外，許多研究已探討了TikTok作為社交媒體平台的有效性。因此，本研究旨在探索通過TikTok進行社交媒體行銷，並確定TikTok是否是最佳的社交媒體行銷平台。本研究採用了定性研究方法，通過對印尼四位影響者和內容創作者進行訪談。針對每位受訪者的問題不超過20個，然後根據文獻綜述的發現討論了這些問題的答案。
這項研究得出結論，TikTok 是最佳的社交媒體營銷平台。這是由於其能夠觸及更廣泛的受眾、病毒式營銷、由影響者和內容創作者的支持以及 TikTok 上的標籤挑戰。此外，TikTok 還提供了專為營銷目的設計的功能，例如 Link-on 簡介、黃車直播和 TikTok 商店。然而，這項研究由於時間限制和難以找到受訪者而僅限於來自印度尼西亞的受訪者。因此，這並不能保證 TikTok 可以被認為是所有國家的合適或最佳平台。

關鍵字：影響者行銷、內容創作者、病毒式行銷、社群媒體行銷、標籤挑戰, 獲利。

Abstract

Due to its popularity, “TikTok users reached 2.05 billion by 2024”, many users, brands, and companies use TikTok as their marketing tool. In addition, many studies have explored the effectiveness of TikTok as a social media platform. Therefore, the purpose of this research is to examine social media marketing through TikTok and determine whether TikTok is the best platform for social media marketing. This research method uses a qualitative study by interviewing four respondents who are influencers and content creators in Indonesia. The questions asked to each respondent were no more than 20, and then the answers to 20 questions were discussed in the light of the literature review findings.
This research concludes that TikTok is the best platform for social media marketing. This is due to its ability to reach a wider audience, viral marketing, support by influencer marketing and content creators on TikTok, and hashtag challenges. In addition, TikTok includes features specifically designed for marketing purposes, such as a link-on bio, live streaming, a yellow cart, and a TikTok shop. However, this study had limited resources due to time constraints and difficulties finding a response, and they were only from Indonesia. Therefore, this does not guarantee that TikTok can be considered a suitable or best platform for all countries.


Keywords: Influencer Marketing, Content Creator, Viral Marketing, Social Media Marketing, Hashtag Challenge, Monetization.

Table of Contents

Thesis Validation Letter i
Acknowledgment ii
摘要 iii
Abstract iv
Chapter 1: Introduction 1
Chapter 2: Literature Review 2
2.1 Social Media Marketing 2
2.2 TikTok Marketing 4
2.3 Viral Marketing On TikTok 6
2.3.1 Content Creator On TikTok 7
2.3.2 Influencer Marketing On TikTok 9
2.3.3 Hashtag Challenges 11
2.4 Why TikTok Doing Well And Famous? 13
2.4.1 Comparison of TikTok with Instagram 15
2.4.2 Reason Users Keep Attention On TikTok 17
2.4.3 Monetization On TikTok 19
2.5 Conclusion To The Literature Review 21
Chapter 3: Methodology 22
3.1 Research Design 22
3.2 Data Collection Method 23
3.3 Introduction of Participants 24
Chapter 4: Discussion 26
4.1 Viral Marketing On TikTok 26
4.2 Hashtag Challenges 29
4.3 What Is The Motivation To Become An Influencer Or Content Creator? 31
4.4 How Influencers and Content Creators Interact With Followers 34
4.5 Comparison of TikTok With Other Social Media in Terms Of Effectiveness 36
Chapter 5: Conclusion 38
References 39
Appendix 1 44
Appendix 2 52

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