The Adaptation of Social Media Marketing Activities in S-Commerce: TikTok Shop
Keywords:
Social Media Marketing Activities, Social Commerce, TikTok Shop, Entertainment, Interactivity, Electronic Word-of-Mouth
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.
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References
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Hsu & Tsou (2011). Understanding customer experiences in online blog environments. International Journal of Information Management 31(6), 510-523. http://dx.doi.org/10.1016/j.ijinfomgt.2011.05.003
Hunt, T. (2009). The power of social networking. Three Rivers Press: New York.
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Kim, D & Perdue R. R. (2013). The effects of cognitive, affective, and sensory attributes on hotel choice. International Journal of Hospitality Management 35, 246-257. https://doi.org/10.1016/j.ijhm.2013.05.012
Komppula, R. (2006). Developing the Quality of a Tourist Experience Product in the Case of Nature?Based Activity Services, 6(2), 136-149. http://dx.doi.org/10.1080/15022250600667425
Lee S.K., Kim K.S. & Koh J. (2016). Antecedents of News Consumers’ Perceived Information Overload and News Consumption Pattern in the USA. International Journal of Contents, 12(3). http://dx.doi.org/10.5392/IJoC.2016.12.3.001
Ma, J. & Yu S. (2021). The Future Development of E-commerce in Tiktok. Advances in Social Science, Education and Humanities Research, 241-246. https://dx.doi.org/10.2991/assehr.k.211020.160
Mayrhofer, M., Matthes, J., Einwiller, S. & Naderer, B. (2019). User-generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising, 39, 1-21. https://doi/10.1080/02650487.2019.1596447
Mangold, W. G. & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Nambisan, S. & Baron, R. (2009). Virtual Customer Environments: Testing a Model of Voluntary Participation in Value Co-Creation Activities. Journal of Product Innovation Management, 26(4), 388-406. http://dx.doi.org/10.1111/j.1540-5885.2009.00667.x
Ratu E. P. & Tulung, J. E. (2022). The Impact of Digital Marketing, Sales Promotion, and Electronic Word of Mouth on Customer Purchase Intention at TikTok Shop. Jurnal Riset Ekonomi, Manajement, Bisnis & Akuntasi, 10(4), 149-158. https://doi.org/10.35794/emba.v10i4.43705
Ren, J., Yang, J., Zhu, M. & Majeed, S. (2021). Relationship between consumer participation behaviors and consumer stickiness on mobile short video social platform under the development of ICT: Based on value co-creation theory perspective. Inf. Technol. Dev, 27(4), 697–717. https://doi.org/10.1080/02681102.2021.1933882
Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253-272. https://doi.org/10.1108/00251741211203551
Schultz, D. E. & Peltier, J. J. (2013). Social media’s slippery slope: Challenges, opportunities, and future research directions. Journal of Research in Interactive Marketing, 7(2), 86–99. https://doi.org/10.1108/JRIM-12-2012-0054
Sheu J.J, Su Y.H. & Chu K.T. (2009). Segmenting online game customers – The Perspective of Experiential marketing. Expert Systems with Applications 36(4), 8487-8495. https://doi.org/10.1016/j.eswa.2008.10.039
So, K. K., Wu, L., Xiong, L. & King, C. (2017). Brand Management in the Era of Social Media: Social Visibility of Consumption and Customer Brand Identification. Journal of Travel Research, 56(6), 1-16. https://doi.org/10.1177/0047287517718
TikTok Shop was introduced to support local SMEs. (2022). Digital News Asia. https://www.digitalnewsasia.com/business/tiktok-shop-introduced-support-local-smes
The B2B House (2023). TikTok Statistics, Usage Trends & Revenue 2023. https://www.theb2bhouse.com/tiktok-statistics/#tiktok-users-malaysia-statistic-data-and-trend
Tsimonis, G. & Ditrimiadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344. http://dx.doi.org/10.1108/MIP-04-2013-0056
Verhagen, T., Swen, E., Feldberg, F. & Merikivi, J. (2015). Benefitting from virtual customer environments: An empirical study of customer engagement. Computers in Human Behaviour, 48, 340-357. https://doi.org/10.1016/j.chb.2015.01.061
Vukasovic, T. (2013). Building a successful brand by using social networking media. Journal of Media and Communication Studies, 5(6), 56-63. https://doi.org/10.5897/JMCS2013. 0352
Wang, H. F. & Xie, J. X. (2020). A Review of Social Commerce Research. American Journal of Industrial and Business Management, 10, 793-803. https://doi.org/10.4236/ajibm.2020.104053
Weinberg, T. (2009). The New Community Rules: Marketing on the Social Web. 1st Edition, O’Reilly: California.
Wu, J., Fan, S. & Zhao, J. L. (2018). Community engagement and online word of mouth: An empirical investigation. Information & Management, 55(2), 258–270. https://doi.org/10.1016/j.im.2017.07.002
Yang, Q. & Lee, Y. C. (2022). What Drives the Digital Customer Experience and Customer Loyalty in Mobile Short-Form Video Shopping? Evidence from Douyin (TikTok). Sustainability 2022, 14(17), 10890. https://doi.org/10.3390/su141710890
Yang, X. (2021). Understanding consumers’ purchase intentions in social commerce through social capital: evidence from SEM and fsQCA. Journal of Theoretical & Applied Electronic Commerce Research, 16(5), 1557–1570. https://doi.org/10.3390/jtaer16050087
Yu, C. H., Tsai, C. C., Wang, Y., Lai, K. K. & Tajvidi, M. (2020). Towards building a value co-creation circle in social commerce. Computers in Human Behaviour. https://doi.org/10.1016/j.chb.2018.04.021
Zarantonello, L. & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behavior. Journal of Brand Management, 17(7), 532–540. https://doi.org/10.1057/bm.2010.4.
Anderson, K. E. (2020). Getting acquainted with social networks and apps: it is time to talk about TikTok. VC Emerald Publishing Limited. No. 4 2020, 0741-9058, 7-12. https://doi/10.1108/lhtn-01-2020-0001
Apaolaza, V., He, J. & Hartmann, P. (2014). The effect of gratifications derived from the use of the social networking site Qzone on Chinese adolescents’ positive moods. Computers in Human Behavior, 41, 203–211. https://doi.org/10.1016/j.chb.2014.09.029.
Bates, S. & Ferri A.J. (2010). What’s Entertainment? Notes toward a Definition. Studies in Popular Culture. http://www.jogoremoto.pt/docs/extra/FjSXoz.pdf.
Brakus, J. J., Schmitt, B. H. & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, Volume, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.052
Bresnick, E. (2019). Intensified Play: Cinematic study of TikTok mobile app. https://www.researchgate.net /publication/335570557_Intensified_Play_Cinematic_study_of_TikTokmobile_app
Chan, S. (2022). Nearly One-Third of TikTok’s Installed Base Uses the App Every Day. Website. https://sensortower.com/blog/tiktok-power-user-curve
Cheng, X., Gu, Y. & Shen, J. (2019). An integrated view of particularized trust in social commerce: An empirical investigation. International Journal of Information Management, 45, 1–12. https://doi.org/10.1016/j.ijinfomgt.2018.10.014
Chena, S. C. & Lin C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting & Social Change, 140, 22–32. https://doi.org/10.1016/j.techfore.2018.11.025
Chan, S. (2021). TikTok Becomes the First Non-Facebook Mobile App to Reach 3 Billion Downloads Globally.
https://sensortower.com/blog/tiktok-downloads-3-billion
Choedon, T. & Lee Y.C. (2020). The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement: Empirical Evidence from Korean Cosmetic Firms. The Knowledge Management Society of Korea, 21(3), 141-160. http://dx.doi.org/10.15813/kmr.2020.21.3.008
Dann, S. (2010). Redefining social media marketing with contemporary commercial marketing definitions. Journal of Business Research, 63(2), 147-153. https://doi.org/10.1016/j.jbusres.2009.02.013
Datareportal (2022). TikTok Statistics and Trends, retrieved from https://datareportal.com/essential-tiktok-stats
Department of Statistics Malaysia. (2021). Malaysia's e-commerce income soared 17.1 percent to RM279.0 billion in the third quarter of 2021. Malaysia, Department of Statistics Malaysia. https://www.dosm.gov.my/v1/index.php?r=column/cthemeByCat&cat=473&bul_id=cmRYZ21sUVF4elBySHVWckhkMGU4Zz09&menu_id=b0pIV1E3RW40VWRTUkZocEhyZ1pLUT09
Edwy, F. M., Anugrahani, I. S., Pradana, A. F. & Putra I. F. A. (2023). The Phenomenon of Impulsive Buying at TikTok Shop. 6(1), 328-334. http://dx.doi.org/10.47814/ijssrr.v6i1.920
Fang, Y.H. & Li, C.Y. (2020). Leveraging sociability for trust building on social commerce sites. Electronic Commerce Research and Applications, (40). https://doi.org/10.1016/j.elerap.2019.100907
Fernanda, M. (2019). Pengaruh Promosi Penjualan, Daya Tarik Iklan Internet, dan Kualitas Website Terhadap Pembelian Impulsif. Jurnal Manajemen Bisnis Dan Kewirausahaan, 3(5). https://doi.org/10.24912/jmbk.v3i5.6073
Fillieri, R. (2013). Consumer co-creation and new product development: A case study in the food industry. Marketing Intelligence and Planning, 31(1). https://doi.org/10.1108/02634501311292911
Geng, R. N. (2017). Research on Information Adoption Process and Influence Factors of Social E-Commerce User. Ph.D. Thesis, Changchun: Jilin University
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(2), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Goyal, A. (2018). A Review of Literature on Social Media Marketing Strategies. Journal of Emerging Technologies and Innovative Research, 5(4), 35-39. https://www.jetir.org/papers/JETIR1804008.pdf
Gupta M. & Syed A. A. (2020). Impact of online social media activities on marketing of green products. International Journal of Organizational Analysis. http://doi.org/10.1108/IJOA-02-2020-2037
Hanna, R., Rohm, A. & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273. https://doi.org/10.1016/j.bushor.2011.01.007
Hsu & Tsou (2011). Understanding customer experiences in online blog environments. International Journal of Information Management 31(6), 510-523. http://dx.doi.org/10.1016/j.ijinfomgt.2011.05.003
Hunt, T. (2009). The power of social networking. Three Rivers Press: New York.
Kim A.J. & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of a luxury fashion brand. Journal of Business Research 65(10), 1480-1486. http://dx.doi.org/10.1016/j.jbusres.2011.10.014
Kim, D & Perdue R. R. (2013). The effects of cognitive, affective, and sensory attributes on hotel choice. International Journal of Hospitality Management 35, 246-257. https://doi.org/10.1016/j.ijhm.2013.05.012
Komppula, R. (2006). Developing the Quality of a Tourist Experience Product in the Case of Nature?Based Activity Services, 6(2), 136-149. http://dx.doi.org/10.1080/15022250600667425
Lee S.K., Kim K.S. & Koh J. (2016). Antecedents of News Consumers’ Perceived Information Overload and News Consumption Pattern in the USA. International Journal of Contents, 12(3). http://dx.doi.org/10.5392/IJoC.2016.12.3.001
Ma, J. & Yu S. (2021). The Future Development of E-commerce in Tiktok. Advances in Social Science, Education and Humanities Research, 241-246. https://dx.doi.org/10.2991/assehr.k.211020.160
Mayrhofer, M., Matthes, J., Einwiller, S. & Naderer, B. (2019). User-generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising, 39, 1-21. https://doi/10.1080/02650487.2019.1596447
Mangold, W. G. & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Nambisan, S. & Baron, R. (2009). Virtual Customer Environments: Testing a Model of Voluntary Participation in Value Co-Creation Activities. Journal of Product Innovation Management, 26(4), 388-406. http://dx.doi.org/10.1111/j.1540-5885.2009.00667.x
Ratu E. P. & Tulung, J. E. (2022). The Impact of Digital Marketing, Sales Promotion, and Electronic Word of Mouth on Customer Purchase Intention at TikTok Shop. Jurnal Riset Ekonomi, Manajement, Bisnis & Akuntasi, 10(4), 149-158. https://doi.org/10.35794/emba.v10i4.43705
Ren, J., Yang, J., Zhu, M. & Majeed, S. (2021). Relationship between consumer participation behaviors and consumer stickiness on mobile short video social platform under the development of ICT: Based on value co-creation theory perspective. Inf. Technol. Dev, 27(4), 697–717. https://doi.org/10.1080/02681102.2021.1933882
Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253-272. https://doi.org/10.1108/00251741211203551
Schultz, D. E. & Peltier, J. J. (2013). Social media’s slippery slope: Challenges, opportunities, and future research directions. Journal of Research in Interactive Marketing, 7(2), 86–99. https://doi.org/10.1108/JRIM-12-2012-0054
Sheu J.J, Su Y.H. & Chu K.T. (2009). Segmenting online game customers – The Perspective of Experiential marketing. Expert Systems with Applications 36(4), 8487-8495. https://doi.org/10.1016/j.eswa.2008.10.039
So, K. K., Wu, L., Xiong, L. & King, C. (2017). Brand Management in the Era of Social Media: Social Visibility of Consumption and Customer Brand Identification. Journal of Travel Research, 56(6), 1-16. https://doi.org/10.1177/0047287517718
TikTok Shop was introduced to support local SMEs. (2022). Digital News Asia. https://www.digitalnewsasia.com/business/tiktok-shop-introduced-support-local-smes
The B2B House (2023). TikTok Statistics, Usage Trends & Revenue 2023. https://www.theb2bhouse.com/tiktok-statistics/#tiktok-users-malaysia-statistic-data-and-trend
Tsimonis, G. & Ditrimiadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344. http://dx.doi.org/10.1108/MIP-04-2013-0056
Verhagen, T., Swen, E., Feldberg, F. & Merikivi, J. (2015). Benefitting from virtual customer environments: An empirical study of customer engagement. Computers in Human Behaviour, 48, 340-357. https://doi.org/10.1016/j.chb.2015.01.061
Vukasovic, T. (2013). Building a successful brand by using social networking media. Journal of Media and Communication Studies, 5(6), 56-63. https://doi.org/10.5897/JMCS2013. 0352
Wang, H. F. & Xie, J. X. (2020). A Review of Social Commerce Research. American Journal of Industrial and Business Management, 10, 793-803. https://doi.org/10.4236/ajibm.2020.104053
Weinberg, T. (2009). The New Community Rules: Marketing on the Social Web. 1st Edition, O’Reilly: California.
Wu, J., Fan, S. & Zhao, J. L. (2018). Community engagement and online word of mouth: An empirical investigation. Information & Management, 55(2), 258–270. https://doi.org/10.1016/j.im.2017.07.002
Yang, Q. & Lee, Y. C. (2022). What Drives the Digital Customer Experience and Customer Loyalty in Mobile Short-Form Video Shopping? Evidence from Douyin (TikTok). Sustainability 2022, 14(17), 10890. https://doi.org/10.3390/su141710890
Yang, X. (2021). Understanding consumers’ purchase intentions in social commerce through social capital: evidence from SEM and fsQCA. Journal of Theoretical & Applied Electronic Commerce Research, 16(5), 1557–1570. https://doi.org/10.3390/jtaer16050087
Yu, C. H., Tsai, C. C., Wang, Y., Lai, K. K. & Tajvidi, M. (2020). Towards building a value co-creation circle in social commerce. Computers in Human Behaviour. https://doi.org/10.1016/j.chb.2018.04.021
Zarantonello, L. & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behavior. Journal of Brand Management, 17(7), 532–540. https://doi.org/10.1057/bm.2010.4.
Published
2023-05-12
How to Cite
Andon, N. S., & Annuar, S. N. S. (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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