Shaping and communicating of corporate branding: a case study of TikTok

Zhang Mingcheng (2023) Shaping and communicating of corporate branding: a case study of TikTok. Pénzügyi és Számviteli Kar.

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Absztrakt (kivonat)

In recent times, the rapid rise of TikTok has prompted a re-evaluation of corporate branding and communications.TikTok serves as a social media platform that enables users to communicate and interact with friends around the world through short videos.Born in 2016, TikTok eventually spread rapidly across the globe thanks to its unique way of sharing videos and pictures.This study examines the relationship between branding and brand communication, and because of the rapid growth of TikTok in recent years, this study considers TikTok to be a highly representative case in terms of branding and communication.The aim of this thesis is to study TikTok's branding and brand communication as a case study to analyse the success factors. The study is guided by two main research questions: 1) How does TikTok approach branding and communication?2) How does TikTok's branding influence its brand communication?The methodology of this study used a combination of questionnaires and semi-structured interviews to collect data from a variety of sources, which were descriptively analysed before conclusions were drawn.The structure of the thesis includes literature review, research methodology, questionnaire survey, interviews, and conclusions. Where the literature review explored the historical development of branding theory and TikTok to provide a background foundation for the research. And it analyses and evaluates TikTok's strengths, weaknesses and future development direction, which provides reference for the design of the research questionnaire and interview questions.And based on the results of the survey and interviews, I conclude that TikTok has adopted a diversified brand promotion and communication strategy. Sources of information such as friends, family and advertisements play a key role in recommending TikTok. And TikTok integrates into the lives of different people and uses a variety of communication channels to make TikTok a part of people's lives through social activities, which in turn contributes to the rapid growth of TikTok.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Pénzügyi és Számviteli Kar

Tanszék

Menedzsment Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	márka, márkaépítés, márkaportfolió, márkastratégiák, SWOT-elemzés
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Jún. 28. 10:36
Utolsó módosítás:	2024. Jún. 28. 10:36

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