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The TikTok effect: A case study on emotional marketing through social media
Linnaeus University, School of Business and Economics, Department of Marketing.
2022 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The adaptation of marketing has led brands to connect with the clients through the usage of theiremotions, understanding the joy or sadness an element can create in a customer, which increasesthe possibility of a recognized experience.To analyze the effects that emotions can create in customers, the usage of Duolingo’s case studywas implemented, the understanding of their new strategy used on TikTok, allowed this studyto analyze the results of such adaptations in generation Z, as the main target through the TikTokplatform.Interviews were used in this study to collect data from the public and understand the value ofemotional marketing to make buying decisions.The conclusion of this thesis resulted in the lack of development that Duolingo’s emotionalmarketing has to this day, due to missing information about the brand and the product. Thisthesis identified that the results are between positive and negative depending on the backgroundfrom the customer, since those having previous knowledge about the company appreciate betterthe usage of joy or sadness, different from users that were not able to identify the company.This analysis aims to help other companies that are looking to adapt through social media, byunderstanding how their competitor have done previous marketing campaigns, teaching themto not repeat the same mistakes.

Place, publisher, year, edition, pages
2022. , p. 69
Keywords [en]
Generation z, adaptative marketing, brand image, TikTok, Duolingo, engagement, emotional branding.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-109419OAI: oai:DiVA.org:lnu-109419DiVA, id: diva2:1629730
Subject / course
Business Administration - Other
Educational program
Business Administration and Economics Programme, specialization in Marketing, 180 credits
Supervisors
Examiners
Available from: 2022-02-04 Created: 2022-01-18 Last updated: 2022-02-04Bibliographically approved

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The TikTok effect(797 kB)8805 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf