Abstract
The growing number of digital platforms nowadays has made the competition to gain users’ attention a challenging task for businesses. Clutter in advertising and sponsored brand posts have made the task even harder as consumers repel to avoid that clutter daily. In contrast with the past, consumers use social media to fulfill certain needs when they are aware of the needs such as hedonic needs, cognitive needs, and social needs. This is why the existence of social media marketing activities known as entertainment, interactivity, and electronic word-of-mouth (e-WOM) is crucial in the marketing planning of a business. Guided by a unique, diversified and preferences-tailored algorithm, TikTok social media app is showing significant growth over the few years since the year of its commencement in comparison to its competitors of social media providers like Facebook and Instagram. The short video app has included a new business model of social commerce called TikTok Shop to promote continuous use providing more than just entertainment. Therefore, to fulfill the objective of this paper in exploring the SMMAs impact on the s-commerce of TikTok Shop, secondary data was employed. The analysis concludes that social media marketing activities or also known as SMMAs in the newly added feature of TikTok Shop have a significant impact in influencing its users. The significant difference between traditional e-commerce and s-commerce was also highlighted to further outline the bright sides of s-commerce.
Keywords
- Social Media Marketing Activities Search this journal for Social Media Marketing Activities (opens in a new tab)
- Social Commerce Search this journal for Social Commerce (opens in a new tab)
- TikTok Shop Search this journal for TikTok Shop (opens in a new tab)
- Entertainment Search this journal for Entertainment (opens in a new tab)
- Interactivity Search this journal for Interactivity (opens in a new tab)
- Electronic Word-Of-Mouth Search this journal for Electronic Word-Of-Mouth (opens in a new tab)
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How to Cite
Andon, N. S., & Syed Annuar, S. N. (2023). The Adaptation of Social Media Marketing Activities in S-Commerce: TikTok Shop. Information Management and Business Review, 15(1(I)SI), 176-183. https://doi.org/10.22610/imbr.v15i1(I)SI.3404
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Copyright (c) 2023 Nor Sheena Andon, Sharifah Nurafizah Syed Annuar (Author)
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Keywords
- Social Media Marketing Activities Search this journal for Social Media Marketing Activities (opens in a new tab)
- Social Commerce Search this journal for Social Commerce (opens in a new tab)
- TikTok Shop Search this journal for TikTok Shop (opens in a new tab)
- Entertainment Search this journal for Entertainment (opens in a new tab)
- Interactivity Search this journal for Interactivity (opens in a new tab)
- Electronic Word-Of-Mouth Search this journal for Electronic Word-Of-Mouth (opens in a new tab)
Section
Research Paper
Published in
Vol. 15 No. 1(I)SI (2023)
Business Management Practices: Opportunities & Challenges
View issue contents
Published
2023-05-14
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