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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