How Does Social Media Platforms Help to Improve Business Performances during the COVID-19 Pandemic? A Study of TikTok

Nair, Rajesh Kumar; Ganatra, Varsha; Sugumaran, Hareeprriya A/P; Kee, Daisy Mui Hung; Heng, Siew Wvy; Mei, Hilari; Huang, Chumengyao; Doshi, Vrutika

doi:10.32535/jcda.v5i1.1384

Cited by 10 publications

(6 citation statements)

References 18 publications

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“…Informant 1 said that the TikTok application can be used to increase traffic from the spread of financial educational content which can later generate income from endorsement offers and become a Brand Ambassador due to an increase in followers. The research conducted by Nair et al, (2022) confirms the positive impact of TikTok platform on user satisfaction and business performance, thereby increasing revenue. The revenue generated is directly linked to traffic, which indicates the popularity of video content on the TikTok platform.…”

Section: Utilization Of Tiktok Application As a Financial And Educati...mentioning

confidence: 56%

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Analysis of the Utilization of TikTok as a Financial and Educational Learning Medium

Narimo,

Mustofa,

Anindhita

et al. 2023

JHETP

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This research delved into the utilization of TikTok as a platform for financial and educational learning. Employing a qualitative approach with a phenomenological design, the study incorporated primary data via interviews, observations of three influencers, and secondary data in the form of TikTok video account information as of April 2022. The findings underscored TikTok’s potential as an impactful medium for financial and educational learning, attributed to its ability to amplify online engagement, consequently fostering revenue generation, augmenting follower counts, and attracting endorsement opportunities. Consequently, TikTok emerges as a valuable avenue for facilitating diverse realms of learning, including the domain of finance.

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Section: Utilization Of Tiktok Application As a Financial And Educati...mentioning

confidence: 56%

“…TikTok has earned a large user base and can be utilized not just for enjoyment but also for financial learning, marketing, and commerce. Moreover, Nair et al (2022) stated that TikTok has raised user happiness and company performance, which can increase income.…”

Section: Utilization Of Tiktok As a Financial Learning Mediummentioning

confidence: 99%

Analysis of the Utilization of TikTok as a Financial and Educational Learning Medium

Narimo,

Mustofa,

Anindhita

et al. 2023

JHETP

View full text Add to dashboard Cite

show abstract

“…We use the TOE framework (Eze, Chinedu-Eze, & Awa, 2022;Pradifera et al, 2022),to examine the antecedents of Facebook and Instagram adoption, including technology, organisation, and environment. The framework includes technology context elements such as interactivity (Alsoud, Al-Muani, & Alkhazali, 2022) and costeffectiveness (Nair et al, 2022); organisation context elements such as firm size (Dirgiatmo, Abdullah, & Ali, 2020) and owners' support (Ramdani, Raja, & Kayumova, 2022); and environment context elements such as customer pressure (Maroufkhani et al, 2020) and market scope (Ramdani, Raja, & Kayumova, 2022). Figure 1 represents the conceptual framework for this study.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

The Innovation Impact on Marketing Performance: The Case of SMEs in Developing Countries

Khan,

Malaka

2023

ECIE

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Despite the growing body of literature on social media adoption in marketing, there appears to be a lack of research on the specifics and ramifications for small and medium-sized enterprises (SMEs), which are an important segment of the business world. This study aims to address this gap by investigating the use of Facebook and Instagram in marketing among fast-food SMEs in Pakistan, a developing country. To achieve this goal, the study employs the technology-organisation-environment (TOE) framework and a multiple case study approach to analyse the antecedents of Facebook and Instagram adoption and their impact on marketing performance. Data was collected through semi-structured interviews with thirty fast-food SMEs in Pakistan and analysed using thematic analysis. The study reveals that several antecedents influence the adoption of Facebook and Instagram in marketing among SMEs, including interactivity, cost-effectiveness, owner support, customer pressure, and market scope. Furthermore, the adoption of these social media platforms impacted marketing performance, as it enhances brand awareness and customer buying interest. The study's findings offer a conceptual framework on the antecedents of Facebook and Instagram adoption in marketing among fast-food SMEs in Pakistan, with implications for their marketing performance. The study's conceptual framework can serve as a foundation for future research exploring social media adoption in other SMEs and industries. This study has both practical and theoretical contributions. At the practical level, it provides suggestions for fast-food SMEs in Pakistan on how to adopt social media platforms effectively for marketing purposes. At the theoretical level, it enriches the existing literature on social media adoption in SMEs.

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“…Social media has emerged as one of the most effective marketing platforms for enhancing company performance (Nair et al, 2022). Thus, revolutionized the way businesses interact with their customers and vice versa.…”

Section: Introductionmentioning

confidence: 99%

A Case Study: How Social Media Advertisement Influences Consumer Behavior Toward a Fast-Food Restaurant

Lok,

Oh,

Chaudhary

et al. 2024

IJAFAP

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Social media has become an increasingly important platform for shaping consumer behavior toward brands. Subsequently, social media is widely utilized and favored in most nations. This study examines the role of social media advertisement in shaping consumer behavior toward McDonald's. A mixed-methods approach was used, consisting of a survey of social media users and an analysis of McDonald's social media presence. The study found a mixed customer response to social media advertising. While a significant portion of respondents expressed initial interest in exploring products or services further after encountering them on social media, the research also identified a segment of customers who were less likely to be swayed by such marketing. The study also highlighted the influence of social media advertising on consumer behavior, particularly purchase decisions (beta = 0.340). However, the effectiveness of these ads likely depends on individual consumer interests and motivations. McDonald's should consider this when tailoring their social media advertising strategies

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How Does Social Media Platforms Help to Improve Business Performances during the COVID-19 Pandemic? A Study of TikTok

Cited by 10 publications

References 18 publications

Analysis of the Utilization of TikTok as a Financial and Educational Learning Medium

Analysis of the Utilization of TikTok as a Financial and Educational Learning Medium

The Innovation Impact on Marketing Performance: The Case of SMEs in Developing Countries

A Case Study: How Social Media Advertisement Influences Consumer Behavior Toward a Fast-Food Restaurant

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