TikTok as a marketing tool

Binus University, February, 2021. URL: https://www.researchgate.net/publication/349394242(Accessed on 10 Jan2022)6 Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., Welte, D. Navigating the NewEra of InfluencerMarketing: How to be Successful on Instagram, TikTok, & Co. California Management Review 2020, Vol. 63(1) 5–25.URL:https://doi.org/10.1177%2F0008125620958166(Accessedon 10 Jan 2022)regulation (Haenlein et al., 2020)7. These researchfindings have led to a deeperunderstanding of TikToks marketing potential, by highlighting the advantages of thisnetworkaswell asthefactorswhichcontributetothesuccessandefficencyoftheappintermsofbusiness.AlthoughTikTokisфcomparativelyyoungsocialplatform,ithasalreadytakenholdonasamarketingtool duetoitssimplicityandentertainingnature.7Ibid.