THE EFFECTIVENESS OF INTERACTIVE MARKETING STRATEGIES ON TIKTOK LIVE STREAMING TO INCREASE BRAND ENGAGEMENT: A SYSTEMATIC LITERATURE REVIEW
DOI:
https://doi.org/10.1234/ijebs.v2i2.113Keywords:
Marketing Strategy, Interactive Marketing, TikTok Live Streaming, Brand Eengagement, PopularityAbstract
The popularity of TikTok as a rising social media platform has attracted marketers to utilize its live streaming feature to increase brand engagement. This study systematically reviews existing literature on the effectiveness of interactive marketing strategies in TikTok live streaming for increasing brand engagement. This systematic review examines and synthesizes previous research findings on interactive marketing approaches and practices used in TikTok live streaming, as well as their impact on brand engagement. The research method used is a systematic literature search from various leading academic databases. Several studies show that there are obstacles and challenges in implementing these strategies, such as difficulties in attracting the attention of an audience with short attention spans, and limitations in measuring and monitoring the effectiveness of strategies in real-time. The TikTok platform, which is dominated by casual and entertainment content, can also be a challenge for marketers to effectively convey brand messages. The research results indicate that effective interactive marketing strategies in TikTok live streaming include two-way interaction, relevant and engaging content, and utilization of the platform's interactive features. Furthermore, research is needed to explore innovative practices of interactive marketing in TikTok live streaming and their impact on brand engagement in market contexts.
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