The relationship between content marketing characteristics and social media users' characteristics in the case of Douyin
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| Format: | Thesis |
| Kulcsszavak: | content marketing Digital marketing Douyin Short videos Social media |
| Online Access: | http://dolgozattar.uni-bge.hu/55631 |
| Abstract: | Previous research has generally focussed on the definition, strategy, and impact of social media marketing, but has lacked research on the different characteristics of different users. I will refine the research to focus on these points. This study aims to investigate and analyze the link between content marketing and user characteristics, focusing on the quality, authenticity, innovation, and 'virality' of content marketing, using the Douyin platform as an example. The study provides recommendations for the future development of Douyin and for businesses that market on Douyin. The study used 3 research methods, questionnaires, focus groups, and interviews. Through the study, it was concluded that the characteristics of content marketing have a significant impact on Douyin. However, at the same time, there are limitations to this study; the study population may not be demographically representative, participants may be affected by self-reporting bias, and the study is geographically limited and representative of China only. |
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