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All Journal Asia Pacific Journal of Management and Education
AHMAD NAZRI, NUR ARNIESYA
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Education Languange, Linguistic, Communication & Media Other

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How Does Tiktok Help to Improve Netflix’s Business Performances Tan, Lay Hong; Hazarika, Anurag; Ahmad Tamizi, Nur Farah Alyaa; AHMAD NAZRI, NUR ARNIESYA; MAT FUZI, NUR ATHIRAH; SAXENA, PRANJAL; MOHD AFFANDI, NUR FARHANA
Asia Pacific Journal of Management and Education (APJME) Vol 7, No 2 (2024): July 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v7i2.3294

Abstract

With rapid technological improvements, organisations are constantly looking for new ways to improve performance and reach their target audience. TikTok, a popular social media network, especially among young people, offers businesses a unique potential for interaction and brand recognition. This study evaluates TikTok's positive impact by looking at the precise mechanisms via which it helps to corporate growth, such as its impact on brand awareness and consumer engagement. This study also looks into why companies like Netflix prefer to use TikTok as a marketing tool for company success. A survey questionnaire was given to 150 participants in this study.  The statistics demonstrated a direct association between TikTok use and increases in Netflix's business success, brand recognition, and consumer engagement. These data can help TikTok and businesses like Netflix optimise their strategy and leverage on the platform's potential for long-term growth and success.
How Does Social Media Contribute to Improve Business Performance for Streaming Service? Tan, Lay Hong; Hazarika, Anurag; Ahmad Tamizi, Nur Farah Alyaa; Ahmad Nazri, Nur Arniesya; Mat Fuzi, Nur Athirah; Saxena, Pranjal; Mohd Affandi, Nur Farhana
Asia Pacific Journal of Management and Education (APJME) Vol 7, No 2 (2024): July 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v7i2.3294

Abstract

In a rapidly evolving technological landscape, organizations are constantly seeking innovative strategies to enhance performance and connect with their target audience. One such platform gaining traction is TikTok, a social media network particularly popular among young people. Recognizing its potential, businesses are exploring how TikTok can foster brand awareness and cultivate deeper consumer engagement. This study investigates whether factors like internet consumption patterns, social influence on TikTok, perceived value of TikTok content for Netflix, and trust in Netflix as a brand contribute to its performance. Interestingly, through a survey administered to 151 participants, the research suggests that internet consumption is the primary driver, with social influence, perceived usefulness, and trust on TikTok not having a statistically significant impact on Netflix's performance. This study suggests that for Netflix, user engagement with its content is the crucial factor on TikTok, not relying on influencer marketing or specific content value perceptions. Future research should explore content formats, user interaction strategies, and audience segmentation techniques to maximize user engagement with Netflix content on the platform.
Co-Authors Ahmad Tamizi, Nur Farah Alyaa Hazarika, Anurag MAT FUZI, NUR ATHIRAH MOHD AFFANDI, NUR FARHANA SAXENA, PRANJAL Tan, Lay Hong