Download pdf
Personalized Marketing and Recommendation Systems on TikTok
- 1 Queen’s University Belfast
* Author to whom correspondence should be addressed.
Abstract
Given the proliferation of data, personalized marketing and recommendation algorithms have become essential components of digital platform marketing. The paper examines the terrain of customized marketing and recommendation systems in the digital age, specifically concentrating on TikTok. The study utilizes a literature review method to clarify the core principles and mechanisms that form the basis of TikTok's recommendation algorithms. The importance of this research is in identifying the effects of tailored marketing methods on user engagement and satisfaction. The study explores how TikTok combines content-based and collaborative filtering methods, shedding light on the issues presented by content similarity and the platform's unique solutions. The methodological framework includes the analysis of data such as user engagement, click-through rates, and feedback channels to assess the efficacy of tailored content. This study offers valuable insights into improving recommendation algorithms, tackling ethical issues, and adjusting to changing user preferences.
Keywords
TikTok, Personalized Marketing, Recommendation Systems, TikTok Affiliate
[1]. Chandra, S., Verma, S., Lim, W.M., Kumar, S. and Donthu, N., 2022. Personalization in personalized marketing: Trends and ways forward. Psychology & Marketing, 39(8), pp.1529-1562.
[2]. Shen, A., 2014. Recommendations as personalized marketing: insights from customer experiences. Journal of Services Marketing, 28(5), pp.414-427.
[3]. Wang, P., 2022. Recommendation algorithm in TikTok: Strengths, dilemmas, and possible directions. Int'l J. Soc. Sci. Stud., 10, p.60-66.
[4]. Zhang, M. and Liu, Y., 2021. A commentary of TikTok recommendation algorithms in MIT Technology Review 2021. Fundamental Research, 1(6), pp.846-847.
[5]. Daoud, M.K., Al-Qeed, M., Ahmad, A.Y.B. and Al-Gasawneh, J.A., 2023. Mobile marketing: Exploring the efficacy of user-centric strategies for enhanced consumer engagement and conversion rates. International Journal of Membrane Science and Technology, 10(2), pp.1252-1262.
[6]. Bormida, M.D., 2021. The Big Data World: Benefits, Threats and Ethical Challenges. In Ethical Issues in Covert, Security and Surveillance Research (pp. 71-91). Emerald Publishing Limited.
[7]. Chok, A., 2023. How Tiktok knows exactly what you like to watch? an introduction to recommender systems, Understanding TikTok’s Recommendation System. Available at: https://www.linkedin.com/pulse/how-tiktok-knows-exactly-what-you-like-watch-recommender-asher-chok (Accessed: 02 March 2024).
[8]. Li, N., Gao, C., Piao, J., Huang, X., Yue, A., Zhou, L., Liao, Q. and Li, Y., 2022, October. An Exploratory Study of Information Cocoon on Short-form Video Platform. In Proceedings of the 31st ACM International Conference on Information & Knowledge Management (pp. 4178-4182).
[9]. Su, X. and Khoshgoftaar, T.M., 2009. A survey of collaborative filtering techniques. Advances in artificial intelligence, 2009.
[10]. Zhao, Z., 2021. Analysis on the “Douyin (Tiktok) Mania” phenomenon based on recommendation algorithms. In E3S Web of Conferences 235, p. 03029. EDP Sciences.
[11]. Chu, S.C., Deng, T. and Mundel, J., 2024. The impact of personalization on viral behaviour intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness. Journal of Marketing Communications, 30(1), pp.1-20.
[12]. Geyser, W., 2024. 12 examples of influencer marketing on TikTok (case studies), Influencer Marketing Hub. Available at: https://influencermarketinghub.com/influencer-marketing-tiktok-examples/#toc-2 (Accessed: 04 March 2024).
[13]. Novita, D., Herwanto, A. and Khasanah, K., 2023. TIKTOK AFFILIATE, A NEW MARKETING CHANNEL FOR BRANDS. Jurnal Inovasi Penelitian, 3(9), pp.7467-7472.
[14]. Hirose, A., 2024. The 2024 Guide to Tiktok Marketing: Tips, examples, & tools, Social Media Marketing & Management Dashboard. Available at: https://blog.hootsuite.com/tiktok-marketing/ (Accessed: 05 March 2024).
[15]. Asadiyah, E., Ilma, M.A., Rozi, M.F. and Putri, K.A.S., 2023. The Role of Affiliate Marketing on Purchase Decision Moderated Purchase Interest on TikTok. Asian Journal of Economics, Business and Accounting, 23(23), pp.76-84.
Cite this article
Lu,Z. (2024). Personalized Marketing and Recommendation Systems on TikTok. Advances in Economics, Management and Political Sciences,88,46-50.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 2nd International Conference on Management Research and Economic Development
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).