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All Journal Journal of Economics, Management and Accounting (JEMA) ASEAN Journal of Halal Study
Asep Koswara
IKOPIN University
Economics, Econometrics & Finance Education

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The Anatomy of Viral TikTok Ads: Sentiment and Semantic Analysis of Top-Performing Keywords Asep Koswara
Journal of Economics, Management and Accounting (JEMA) Vol. 2 No. 01 (2024): Journal of Economics, Management and Accounting (JEMA)
Publisher : Devitara Innovations

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Abstract

This study analyzed the anatomy of viral TikTok advertisements by examining the sentiment and semantic characteristics of top-performing keywords in the Indonesian market. The research utilized data from TikTok’s Keyword Insights platform, focusing on metrics such as popularity, click-through rate, conversion rate, and cost per acquisition. The analysis revealed that viral keywords predominantly exhibited neutral sentiment and were closely linked to culturally relevant terms reflecting local consumer interests. The dataset included over 700 million impressions and revealed that keywords such as pria (man), diskon 50% (50% discount), and sepatu (shoes) dominated virality with popularity scores reaching up to 40,000 and engagement rates exceeding 25%. Sentiment analysis showed that all top viral keywords carried a neutral sentiment. Correlation analysis indicated a strong positive relationship (r = 0.94) between engagement metrics and virality, while click-through rates negatively correlated with virality (r = -0.54). Cultural factors, including keywords related to modest fashion like hijab (headscarf) and gamis (muslim dress), were significant in shaping consumer behavior. The study demonstrates that viral success on TikTok in Indonesia relies on a combination of semantic relevance, cultural context, and interactive engagement, providing strategic insights for data-driven and culturally tailored marketing campaigns.  
The Halal Perspective on AI Voice Over Usage in Marketing and Advertising: Ethical and Sustainable Insights Asep Koswara; lina herlina
ASEAN Journal of Halal Study Vol. 1 No. 2 (2024)
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/ajhs.v1i2.36471

Abstract

This paper explores the ethical, cultural, and sustainability implications of using AI voiceovers in marketing from an Islamic perspective. AI voiceover technology, which utilizes complex algorithms and deep learning to replicate human voices, has gained popularity for applications in advertising, customer service, and entertainment. While AI voiceovers offer significant benefits such as cost-effectiveness, efficiency, and accessibility, their usage raises concerns regarding ethical standards, environmental impact, and cultural sensitivity. This study highlights how Islamic teachings on justice, respect, and sustainability can guide the responsible use of AI voiceovers. By examining key issues such as energy consumption in AI systems and the importance of cultural inclusivity, this paper emphasizes the need for businesses to adopt practices that align with both ethical and environmental principles. It also stresses the importance of avoiding cultural insensitivity and stereotypes when using AI voices across different regions. The paper concludes with practical recommendations for marketers and suggestions for future research on the long-term impacts of AI voiceovers, offering a balanced approach to integrating this technology in a way that benefits society while upholding Islamic values.
Co-Authors lina herlina