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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business Ranah Research : Journal of Multidisciplinary Research and Development CommLine
Hernawo, Toto
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Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Transportation Other

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Journal : CommLine

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Komodifikasi dan Budaya Partisipatif Media Sosial dalam Komunikasi Pemasaran Produk Skincare di Aplikasi TikTok Hernawo, Toto
CommLine Vol 10, No 2 (2025)
Publisher : Universitas Al Azhar Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36722/cl.v10i2.4658

Abstract

This study aims to analyze the marketing communication strategies of skincare products on TikTok using the media commodification theory and participatory social media culture. In the digital era, TikTok is not only a medium for entertainment but also a strategic channel for building consumer engagement through creative content. This study used a qualitative content analysis method on five viral skincare promotional campaigns on TikTok. The analysis results show that the commodification process occurs at the content, audience, and platform levels, while participatory social media culture encourages active audience involvement in the process of disseminating promotional messages. This study concludes that marketing communication on social media has undergone a transformation, from being one-way to collaborative and community-based.
Co-Authors Besar Agung Martono Zarkasi, Irwa Rochimah