Jurnal Ilmu Manajemen
Vol 12, No 1 (2022): Jurnal Ilmu Manajemen

Pemasaran Melalui Media Sosial di TikTok: Apakah Waktu dan Tipe Konten Memengaruhi Tingkat Keviralan?

Arya, Sun Mukti (Unknown)
Wahid, Risqo (Unknown)
Purnamasari, Endah Dewi (Unknown)

Article Info

Publish Date
15 Dec 2022

Abstract

This study aims to analyze the effects of posting time (i.e., days) and content characteristics on customer engagement (i.e., likes, shares, and comments) on TikTok. The total dataset was 815 posts collected from 9 culinary business accounts which products are on TikTok and offered to Indonesian consumers. Data were collected using content analysis and analyzed using negative binomial regression on SPSS. The results show that posting times and content characteristics have varying effects on likes, shares, and comments on TikTok. This research extends social media marketing and content marketing literatures through the discussion of TikTok as a short-video based social media platform. Practically, insights from this study can assist Indonesian businesses in maximizing the performance of their social media marketing and content marketing strategies.

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Journal Info
Jurnal Ilmu Manajemen
Website

Abbrev

ilmu_manajemen

Publisher

Universitas Muhammadiyah Palembang

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Ilmu Manajemen is published by Pascasarjana Management Department. It is published twice year in June and December. Jurnal Ilmu Manajemen publish papers in the field of management science that give contribution to the development of management science, and management practices. We accept ...