A Digital Marketing Strategy Analysis and Application in the New Media Era: A Case Study of TikTok

Research Article
Open access

A Digital Marketing Strategy Analysis and Application in the New Media Era: A Case Study of TikTok

Haozhe Liu 1*
  • 1 School of Business, University of Leeds, Leeds, UK    
  • *corresponding author jmsh6574@leeds.ac.uk
AEMPS Vol.189
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-179-2
ISBN (Online): 978-1-80590-180-8

Abstract

With the rapid development of mobile internet and short videos, TikTok has rapidly risen to become one of the most influential new media platforms in the world with its innovative content distribution algorithm and social communication model, which had become the most successful app in recent years This study takes TikTok as a case study and analyzes its digital marketing strategy using Porter's Five Forces model, AARRR model, Yip framework and relevant user behavior data. Based on the analysis of TikTok's industry competitive environment, user consumption trends and technology drivers, it proposes optimization strategies based on user segmentation and global layout. It is found that TikTok's success is due to its accurate recommendation algorithm and strong user stickiness, but it also faces challenges such as homogenized competition and policy regulation. The paper concludes with insights and suggestions for marketing practices in the new media industry, providing reference for the development of similar platforms.

Keywords:

TikTok, Digital Marketing, New Media, Porter's Five Forces Model, User Behavior

Liu,H. (2025). A Digital Marketing Strategy Analysis and Application in the New Media Era: A Case Study of TikTok. Advances in Economics, Management and Political Sciences,189,168-176.
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References

[1]. Carman, Ashley. (2020). TikTok reaches 2 billion downloads.

[2]. Rosenblatt, Kalhan. (2021). TikTok surpasses Google as most popular website of the year, new data suggests.NBC News 22.

[3]. Shopify. (2024, April). TikTok statistics: Usage, revenue, and growth trends. Retrieved April 12, 2025,from https:/ /www.shopify.com/zh/blog/tiktok-statistics

[4]. Hoi, N. K., & Yin, L. K. (2023). Short Videos, Big Decisions: A Preliminary Study of TikTok's Role in E-Commerce Consumer Behaviour. European Journal of Business and Management Research, 8(3), 2007. https://doi.org/10.24018/ejbmr.2023.8.3.2007​

[5]. Statista. (2024). Social Media Platforms by Monthly Active Users. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

[6]. Financial Times. (2024). Instagram overtakes TikTok in app downloads in race for new users. https://www.ft.com/content/7db1c1b3-5a61-4dee-a922-ade8b9c77522

[7]. DataReportal. (2024). Digital 2024 Global Overview Report. https://datareportal.com/social-media-users

[8]. App Annie. (2023). State of Mobile 2023 Report. https://www.data.ai/en/go/state-of-mobile-2023/

[9]. We Are Social, & Meltwater. (2023). Digital 2023: Global Overview Report. DataReportal. https://datareportal.com/reports/digital-2023-global-overview-report​DataReportal – Global Digital Insights+1DataReportal – Global Digital Insights+1

[10]. eMarketer. (2024). US Social Media Advertising Forecast. https://www.emarketer.com/content/us-social-media-advertising-forecast-2024

[11]. Bloomberg Intelligence. (2023). Global E-commerce Market Analysis. https://www.bloomberg.com/professional/product/bloomberg-intelligence/

[12]. Alphabet Inc. (2023). Annual Report and Form 10-K. https://abc.xyz/investor/

[13]. Covington, P., Adams, J., & Sargin, E. (2016). Deep Neural Networks for YouTube Recommendations. Proceedings of the 10th ACM Conference on Recommender Systems, 191–198. https://doi.org/10.1145/2959100.2959190

[14]. Agrawal, E. (2023). Going Viral: An Analysis of Advertising of Technology Products on TikTok. arXiv preprint arXiv:2402.00010.https://arxiv.org/abs/2402.00010

[15]. Hoàng, C., Nguyen, H. D. U., Duong, T. L. P., Nguyen, H. P., Nguyen, H. T. N., & Le, T. T. T. (2022). The impact of TikTok advertising on Young People's online shopping behavior during the COVID-19 pandemic. International Journal of Smart Business and Technology, 10(1), 145-162.

[16]. Pew Research Center (2023). Teens, Social Media and Technology 2023.pew research.org/internet](https://www.pewresearch.org/internet)

[17]. Sun, Y., et al. (2022). Short-Form Video Engagement... Computers in Human Behavior, 134, 107231. https://doi.org/10.1016/j.chb.2022.107231)

[18]. YouGov (2023). Global Social Media Behavior. https://yougov.com/topics/media

[19]. Statista (2023). Social Media Content Distribution. https://www.statista.com/statistics

[20]. Momentum Works (2023). Live Commerce in Southeast Asia. https://momentum.works/livecommerce

[21]. Anderson, M., Faverio, M., & Gottfried, J. (2023). Teens, social media and technology 2023. Pew Research Center. https://www.issuelab.org/resource/teens-social-media-and-technology-2023-youtube-tiktok-snapchat-and-instagram-remain-the-most-widely-used-online-platforms-among-u-s-teens.html

[22]. Luo, Z. (2024). The Impact of Short Videos and Live Streaming on E-commerce Consumers' Purchasing Decisions. Advances in Economics, Management and Political Sciences, 114, 18-26.

[23]. Wydymus, K. (2023). Social Commerce and Livestreaming E-commerce phenomenon as a new driving force for China E-commerce market development. Zeszyty Naukowe Polskiego Towarzystwa Ekonomicznego w Zielonej Górze, 10(18), 23-40.

[24]. TikTok. (2024). Understanding the Four Key Factors That Affect RPM. TikTok Creator Academy. https://www.tiktok.com/creator-academy/zh-Hans/article/RPM-understanding-the-four-key-factors

[25]. Chen, X., Yao, L., McAuley, J., Zhou, G., & Wang, X. (2023). Deep reinforcement learning in recommender systems: A survey and new perspectives. Knowledge-Based Systems, 264, 110335.

[26]. Socialbakers (2023). Beauty Brand Case Study: e.l.f. Cosmetics.

[27]. Hootsuite (2023). TikTok Trends Report.

[28]. Forbes (2023). How Levi's Used TikTok to Boost Sales. https://www.forbes.com/sites/qai/2023/06/07/how-levis-used-tiktok-to-boost-sales/

Cite this article

Liu,H. (2025). A Digital Marketing Strategy Analysis and Application in the New Media Era: A Case Study of TikTok. Advances in Economics, Management and Political Sciences,189,168-176.

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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of ICMRED 2025 Symposium: Effective Communication as a Powerful Management Tool

ISBN：978-1-80590-179-2(Print) / 978-1-80590-180-8(Online)
Editor：Lukáš Vartiak
Conference website: https://2025.icmred.org/Bratislava.html
Conference date: 30 May 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.189
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Carman, Ashley. (2020). TikTok reaches 2 billion downloads.

[2]. Rosenblatt, Kalhan. (2021). TikTok surpasses Google as most popular website of the year, new data suggests.NBC News 22.

[3]. Shopify. (2024, April). TikTok statistics: Usage, revenue, and growth trends. Retrieved April 12, 2025,from https:/ /www.shopify.com/zh/blog/tiktok-statistics

[4]. Hoi, N. K., & Yin, L. K. (2023). Short Videos, Big Decisions: A Preliminary Study of TikTok's Role in E-Commerce Consumer Behaviour. European Journal of Business and Management Research, 8(3), 2007. https://doi.org/10.24018/ejbmr.2023.8.3.2007​

[5]. Statista. (2024). Social Media Platforms by Monthly Active Users. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

[6]. Financial Times. (2024). Instagram overtakes TikTok in app downloads in race for new users. https://www.ft.com/content/7db1c1b3-5a61-4dee-a922-ade8b9c77522

[7]. DataReportal. (2024). Digital 2024 Global Overview Report. https://datareportal.com/social-media-users

[8]. App Annie. (2023). State of Mobile 2023 Report. https://www.data.ai/en/go/state-of-mobile-2023/

[9]. We Are Social, & Meltwater. (2023). Digital 2023: Global Overview Report. DataReportal. https://datareportal.com/reports/digital-2023-global-overview-report​DataReportal – Global Digital Insights+1DataReportal – Global Digital Insights+1

[10]. eMarketer. (2024). US Social Media Advertising Forecast. https://www.emarketer.com/content/us-social-media-advertising-forecast-2024

[11]. Bloomberg Intelligence. (2023). Global E-commerce Market Analysis. https://www.bloomberg.com/professional/product/bloomberg-intelligence/

[12]. Alphabet Inc. (2023). Annual Report and Form 10-K. https://abc.xyz/investor/

[13]. Covington, P., Adams, J., & Sargin, E. (2016). Deep Neural Networks for YouTube Recommendations. Proceedings of the 10th ACM Conference on Recommender Systems, 191–198. https://doi.org/10.1145/2959100.2959190

[14]. Agrawal, E. (2023). Going Viral: An Analysis of Advertising of Technology Products on TikTok. arXiv preprint arXiv:2402.00010.https://arxiv.org/abs/2402.00010

[15]. Hoàng, C., Nguyen, H. D. U., Duong, T. L. P., Nguyen, H. P., Nguyen, H. T. N., & Le, T. T. T. (2022). The impact of TikTok advertising on Young People's online shopping behavior during the COVID-19 pandemic. International Journal of Smart Business and Technology, 10(1), 145-162.

[16]. Pew Research Center (2023). Teens, Social Media and Technology 2023.pew research.org/internet](https://www.pewresearch.org/internet)

[17]. Sun, Y., et al. (2022). Short-Form Video Engagement... Computers in Human Behavior, 134, 107231. https://doi.org/10.1016/j.chb.2022.107231)

[18]. YouGov (2023). Global Social Media Behavior. https://yougov.com/topics/media

[19]. Statista (2023). Social Media Content Distribution. https://www.statista.com/statistics

[20]. Momentum Works (2023). Live Commerce in Southeast Asia. https://momentum.works/livecommerce

[21]. Anderson, M., Faverio, M., & Gottfried, J. (2023). Teens, social media and technology 2023. Pew Research Center. https://www.issuelab.org/resource/teens-social-media-and-technology-2023-youtube-tiktok-snapchat-and-instagram-remain-the-most-widely-used-online-platforms-among-u-s-teens.html

[22]. Luo, Z. (2024). The Impact of Short Videos and Live Streaming on E-commerce Consumers' Purchasing Decisions. Advances in Economics, Management and Political Sciences, 114, 18-26.

[23]. Wydymus, K. (2023). Social Commerce and Livestreaming E-commerce phenomenon as a new driving force for China E-commerce market development. Zeszyty Naukowe Polskiego Towarzystwa Ekonomicznego w Zielonej Górze, 10(18), 23-40.

[24]. TikTok. (2024). Understanding the Four Key Factors That Affect RPM. TikTok Creator Academy. https://www.tiktok.com/creator-academy/zh-Hans/article/RPM-understanding-the-four-key-factors

[25]. Chen, X., Yao, L., McAuley, J., Zhou, G., & Wang, X. (2023). Deep reinforcement learning in recommender systems: A survey and new perspectives. Knowledge-Based Systems, 264, 110335.

[26]. Socialbakers (2023). Beauty Brand Case Study: e.l.f. Cosmetics.

[27]. Hootsuite (2023). TikTok Trends Report.

[28]. Forbes (2023). How Levi's Used TikTok to Boost Sales. https://www.forbes.com/sites/qai/2023/06/07/how-levis-used-tiktok-to-boost-sales/

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