Study on social media marketing campaign strategy -- TikTok and Instagram

Social media is known as "a group of Internet-based applications that builds on ideological and technological foundations of Web 2.0, and it allows the creation and exchange of user generated content (Kaplan and Haenlein 2010, p. 61)." Individual users create their personal profiles, blog and connect with their friends leveraging a variety of functions including profile searching, instant messaging, sharing and commenting. With development of social media, social media became a well adopted channel for marketers to build brand awareness, launch new products, engage with target audience, source qualified leads in a fast and efficient manner. TikTok and Instagram are the top and emerging social media platforms that are being adopted by marketers to reach and engage with their target audience. There have not been a lot of research focusing on the impact of social media marketing on these platforms on consumer buying behaviors.

Name thesis:degree_name

Master

Department dc:contributor.department

Sloan School of Management

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2020

Author dc:creator

• Mou, Jessie Boxin.

Advisor dc:contributor.advisor

• Juanjuan Zhang.

• Sloan School of Management.

Statement dc:rights

• MIT theses may be protected by copyright. Please reuse MIT thesis content according to the MIT Libraries Permissions Policy, which is available through the URL provided.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

https://hdl.handle.net/1721.1/127010

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/127010