Revolutionizing E-Commerce: Tiktok Shop and Power of Integrated Marketing Communication

Juliana Berewot; Nafiah  Ariyani

doi:10.59889/ijembis.v4i1.329

Authors

Juliana Berewot Bina Nusantara University
Nafiah Ariyani University of Sahid Jakarta

DOI:

https://doi.org/10.59889/ijembis.v4i1.329

Keywords:

TikTok Shop, e-commerce, integrated marketing communication, consumer perceptions, financial investment

Abstract

This study investigated how consumer perceptions, integrated marketing communication (IMC), and the whole e-commerce landscape were affected by TikTok Shop's relaunch. Customers were drawn to the platform's apparent novelty as a result of the relaunch's increased curiosity. Customer preferences changed as a result of improved features that increased confidence in TikTok Shop's dependability. IMC was essential in deliberately boosting brand awareness using a variety of platforms, including influencer marketing and short-form films. This promoted a captivating customer experience and raised awareness and comprehension of the relaunch. Significant investment beyond TikTok Shop demonstrated dedication to e-commerce innovation, resulting in increased competition and industry-wide improvements. The strategic investment made by TikTok served as a catalyst, encouraging collaborations and platform innovation that could change the dynamics of e-commerce. TikTok's dedication, in short, launched the e-commerce industry as a whole into an exciting new era of opportunities.

Downloads

Download data is not yet available.

References

Altarturi, H., Nor, A., Jaafar, N., & Anuar, N. (2023). A bibliometric and content analysis of technological advancement applications in agricultural e-commerce. Electronic Commerce Research. https://doi.org/10.1007/s10660-023-09670-z

Alyoubi, B., Alharbi, I., Alyoubi, A., Qaffas, A., & Almazmomi, N. (2020). Management of e-commerce: impact on start-up ecosystem. Marketing and Management of Innovations, (2), 247-255. https://doi.org/10.21272/mmi.2020.2-18

Amiruddin, B. and Romdhony, D. (2020). A study on application of automation technology in logistics and its effect on e-commerce.. https://doi.org/10.31224/osf.io/vs9yg

Budiarti, I. and Akbar, A. (2021). E-commerce for the development of small medium enterprises. International Journal of Research and Applied Technology, 1(2), 13-17. https://doi.org/10.34010/injuratech.v1i2.5906

Cloete, E. and Doens, M. (2008). B2b e-marketplace adoption in south african agriculture. Information Technology for Development, 14(3), 184-196. https://doi.org/10.1002/itdj.20105

Creswell, J. W., & Creswell, J. D. (2017). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Sage Publications.

Du, S. (2023). Symbiosis evolution of e-commerce platform ecosystem with cooperative and competitive effect: an extended population density logistic model-based simulation. Modelling and Simulation in Engineering, 2023, 1-17. https://doi.org/10.1155/2023/2472618

Duncan, T., & Moriarty, S. E. (1998). A Communication-Based Marketing Model for Managing Relationships. Journal of Marketing, 62(2), 1-13.

Gefen, D., Karahanna, E., & Straub, D. (2003). Inexperience and experience with online stores: the importance of tam and trust. Ieee Transactions on Engineering Management, 50(3), 307-321. https://doi.org/10.1109/tem.2003.817277

Guo, Y., Gong-li, L., & Hou, G. (2021). Research on the evolution of the express packaging recycling strategy, considering government subsidies and synergy benefits. International Journal of Environmental Research and Public Health, 18(3), 1144. https://doi.org/10.3390/ijerph18031144

Gusarova, S., Gusarov, I., & Smeretchinskiy, M. (2021). E-commerce trends and opportunities in brics countries. SHS Web of Conferences, 93, 04012. https://doi.org/10.1051/shsconf/20219304012

Halibas, A., Nguyen, A., Akbari, M., Akram, U., & Hoang, M. (2023). Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: performance analysis, conceptual mapping, and future directions. Journal of Consumer Behaviour, 22(5), 1237-1264. https://doi.org/10.1002/cb.2186

Haruna, S., Akinyede, R., & Kehinde, B. (2020). Neuro-fuzzy data mining system for identifying e-commerce-related threats. Malaysian Journal of Computing, 5(2), 537. https://doi.org/10.24191/mjoc.v5i2.8642

He, H. and Zhu, L. (2020). Online shopping green product quality supervision strategy with consumer feedback and collusion behavior. Plos One, 15(3), e0229471. https://doi.org/10.1371/journal.pone.0229471

Kitchen, P. J., & Schultz, D. E. (1999). A Multi-Country Comparison of the Drive for IMC. Journal of Advertising Research, 39(1), 21-38.

Kitchen, P. J., & Schultz, D. E. (2001). A Response to the Call for Reconceptualising Advertising. Journal of Advertising Research, 41(5), 51-53.

Kondepudi, K. (2017). Customer and consumer relationship management towards e-business strategies. International Journal of Research -Granthaalayah, 5(2), 357-362. https://doi.org/10.29121/granthaalayah.v5.i2.2017.1747

Lackermair, G. (2015). Detecting microblogging communication strategies used by online retailers. Anwendungen Und Konzepte Der Wirtschaftsinformatik, (3), 6. https://doi.org/10.26034/lu.akwi.2015.3162

Lam, H., Tsang, Y., Wu, C., & Chan, C. (2021). Intelligent e-vendor relationship management for enhancing global b2c e-commerce ecosystems. Journal of Global Information Management, 29(3), 1-25. https://doi.org/10.4018/jgim.2021050101

Liu, Z. and Lixia, Z. (2022). Game analysis on the influence of participants’ psychology on value co-creation in community e-commerce platform supply chain. Computational Intelligence and Neuroscience, 2022, 1-17. https://doi.org/10.1155/2022/4684068

Lubis, A., Lumbanraja, P., & Hasibuan, B. (2019). E-commerce readiness to support smes in tourism area: case of north sumatera.. https://doi.org/10.4108/eai.8-10-2018.2288732

Miles, M. B., Huberman, A. M., & Saldana, J. (2019). Qualitative Data Analysis: A Methods Sourcebook. Sage Publications.

Patton, M. Q. (2015). Qualitative Research & Evaluation Methods: Integrating Theory and Practice. Sage Publications.

Percy, L., & Rosenbaum-Elliott, R. (2012). Strategic Advertising Management. Oxford, UK: Oxford University Press.

Qiu, L. and Yang, L. (2021). The research of co-evolution mechanisms between cross-border e-commerce and manufacturing cluster: an agent-based model. E3s Web of Conferences, 235, 03048. https://doi.org/10.1051/e3sconf/202123503048

Savrul, M., Incekara, A., & ?ener, S. (2014). The potential of e-commerce for SMEs in a globalizing business environment. Procedia - Social and Behavioral Sciences, 150, 35-45. https://doi.org/10.1016/j.sbspro.2014.09.005

Schultz, D. E. (1991). Integrated marketing communications: Maybe definition is in the point of view. Marketing News, 25(14), 4.

Schultz, D. E., & Schultz, H. F. (2016). IMC, new media and the changing role of the consumer. Journal of Direct, Data and Digital Marketing Practice, 17(4), 241-250.

Smith, A. N. (2008). Marketing Communications: Critiques and Challenges. In Handbook of Consumer Behavior, Tourism, and the Internet (pp. 272-288). Routledge.

Smith, A. N., Berry, C., & Pulford, A. (2002). Strategic segmentation in digital, direct markets. European Journal of Marketing, 36(1/2), 230-248.

Sofyan, M., & Fantini, E. (2021). Magetan Regency MSME Strategy in The New Normal. INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS), 1(1), 121-125.

Su, W., Wang, Y., Lan, Q., Zeng, S., Baležentis, T., & Streimikiene, D. (2019). Creating a sustainable policy framework for cross-border e-commerce in China. Sustainability, 11(4), 943. https://doi.org/10.3390/su11040943

Zhang, H. and Zheng, X. (2022). E-commerce credit network control strategy from a critical perspective. Mathematical Problems in Engineering, 2022, 1-9. https://doi.org/10.1155/2022/7010020