Research on the Marketing Strategy of Tikok Based on the Analysis of Consumer Behavior Characteristics

Abstract

In recent years since the creation of TikTok, the number of people using such applications is increasing. People to gain popularity and cure boredom. And some of the creators share their life and academic skills on the platform in combination with user interest types. The app was developed in China and is owned by Byte Dance. Originally known as Musically, the app is now known as TikTok and has 500 million monthly active users. Followed closely by YouTube, Snapchat, and Instagram, TikTok is the fourth most downloaded social application. As demand for products increases due to the popularity of Corona Virus, domestic epidemic prevention policy tightening, stay at home for quarantine. Previous studies have shown that such social applications combine online purchases and services to engage consumers, thus converting traditional offline sales channels into online channels and making consumers more willing to spend time on the internet. The paper uses a pragmatic approach to analyze the behavior characteristics of different types of people in TikTok consumption. Content analysis is performed on younger’s views and comments under the TikTok feedback and collects the views of friends who play different roles in society as consumers of the TikTok. Conclusion and focused on TikTok micro-celebrities, sellers, and buyers to explore their consumer decision thought processes, problems, and other interesting facts about the application.