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All Journal Socius: Social Sciences Research Journal
Syaputri, Khopsa Chanda
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Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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Implementation of Data-Driven Decision Making in Public Relations Strategy: A Case Study on the Social Media Campaign of TikTok Shop E-Commerce Noviati, Yusufi; Khoniaro, Ayun Farichah; Syaputri, Khopsa Chanda; Misidawati, Dwi Novaria
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 3, No 5 (2025): December 2025
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.17817971

Abstract

The implementation of Data-Driven Decision Making (DDDM) in Public Relations strategies for TikTok Shop campaigns transforms communication practices from intuition-based approaches to evidence-based strategies. This study highlights four integrated stages: audience mapping using demographic and behavioral data, content formulation based on historical insights, real-time optimization driven by audience responses, and measurable evaluation linking communication performance to business goals. This approach enables more targeted, personalized, and effective communication, while strengthening the strategic role of PR within the competitive TikTok Shop e-commerce ecosystem.
Co-Authors Khoniaro, Ayun Farichah Misidawati, Dwi Novaria Noviati, Yusufi