Download pdf
Research on the Current Status, Approaches, and Development of Brand Marketing in Social Media Platforms: An Analysis of Luxury Brand Marketing on TikTok Platform
- 1 Hubei University
- 2 Changchun University
* Author to whom correspondence should be addressed.
Abstract
The purpose of this paper is to discuss the current situation, methods, and development trend of brand marketing on social media platforms and take the marketing behavior on TikTok platform as an example to deeply analyze the marketing strategies of luxury brands on this platform. Through the comprehensive use of various research methods such as literature review, case study and data analysis, this paper systematically combs through the current situation of brand marketing on the TikTok platform and focuses on the marketing behaviours of two luxury brands, Van Cleef & Arpels and Tiffany, on the TikTok platform. It is found that the TikTok platform provides a wide space and possibility for brand marketing with its unique short video format and precise user positioning. Through creative content, KOL cooperation, user interaction, and other methods, luxury brands have effectively enhanced brand awareness and user stickiness. At the same time, with the continuous improvement of the functions of TikTok platform and the changing needs of users, the methods and strategies of brand marketing are also constantly innovating and developing. The results of this paper provide useful references and insights for the marketing practices of luxury brands on social media platforms and promote the research on brand marketing strategies on social media in the era of digital economy.
Keywords
Brand Marketing, Social Media, TikTok, Van Cleef & Arpels, Tiffany
[1]. Giuseppe Colella, Cesare Amatulli and Maria Pilar Martinez-Ruiz(2019), "Social Media Marketing and Luxury Consumption: A Literature Review",International Journal of Marketing Studies,DOI: 10.5539/ijms.v11n4p30.
[2]. Elisa Arrigo,(2018) "Social media marketing in luxury brands: A systematic literature review and implications for management research", Management Research Review, https://doi.org/10.1108/MRR-04-2017-0134.
[3]. Cai, Li Rong. (2024). Brand marketing strategy of Jitterbit short video platform in the context of new media. Northern Economy and Trade, (02), 90-94..
[4]. Hongzhi Gao, Mary Tate, Hongxia Zhang, Shijiao Chen, and Bing Liang(2018), "Social Media Ties Strategy in International Branding: An Application of Resource-Based Theory ",American Marketing Association,doi:10.1509/jim.17.0014.
[5]. Fei, Xian Zheng, Jiang, Wen, & Wang, Hai Yan. Cold or warm: The matching effect between self-awareness in social media use and communication style of luxury advertising Online First. Foreign Economics & Management, 1-18.
[6]. Han, Hong Mei. (2021). Analysis of luxury goods marketing strategy under the background of ‘Internet +’. China Market, (30), 116-117.
[7]. He, Ai Zhong, Cai, Ling, & Gao, Jie. (2016). The Influence of Brand Owned Media Content Marketing on Consumer Brand Attitudes. Chinese Journal of Management, 13(10), 1534-1545.
[8]. Bruno Godey , Aikaterini Manthiou , Daniele Pederzoli , Joonas Rokka , Gaetano Aiello ,Raffaele Donvito and Rahul Singh,(2016)"Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior",Journal of Business Research, http://dx.doi.org/10.1016/j.jbusres.2016.04.181.
Cite this article
Sun,Z.;Zhang,J. (2024). Research on the Current Status, Approaches, and Development of Brand Marketing in Social Media Platforms: An Analysis of Luxury Brand Marketing on TikTok Platform. Lecture Notes in Education Psychology and Public Media,54,175-182.
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 5th International Conference on Education Innovation and Philosophical Inquiries
© 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).