研究生: |
Pornkanok Jirattikarn Pornkanok Jirattikarn |
---|---|
論文名稱: |
A Case Study of TikTok Thailand: The Social Media Platform Marketing Strategies on Generation Z A Case Study of TikTok Thailand: The Social Media Platform Marketing Strategies on Generation Z |
指導教授: |
謝劍平
Joseph C.P. Shieh 劉代洋 Day-Yang Liu |
口試委員: |
鄭仁偉
Jen-Wei Cheng 許馨方 Hsin-Fang Hsu |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理學院MBA School of Management International (MBA) |
論文出版年: | 2022 |
畢業學年度: | 110 |
語文別: | 英文 |
論文頁數: | 58 |
外文關鍵詞: | Social media platform, Short video platform, Generation Z |
相關次數: | 點閱:232 下載:0 |
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With the increasing popularity of short video in recent years, TikTok is the most popular short video platform owned by ByteDance company from China. In Thailand, TikTok is also popular among social media users, especially Generation Z users. This research takes the marketing strategy of TikTok as the case study, and aims to explore TikTok Thailand’s marketing strategies by using the S-O-R Model. The S-O-R Model was applied in this study to explain how the environment influences an individual’s perception and their behavior. In this research, the company overview, characteristics of the application, and marketing strategy are presented by using qualitative research to collect data from both primary and secondary data.
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