Socius: Social Sciences Research Journal
Vol 3, No 5 (2025): December 2025

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 (Unknown)
Khoniaro, Ayun Farichah (Unknown)
Syaputri, Khopsa Chanda (Unknown)
Misidawati, Dwi Novaria (Unknown)

Article Info

Publish Date
05 Dec 2025

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.

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Journal Info
Socius: Social Sciences Research Journal
Website

Abbrev

Socius

Publisher

Yayasan Daarul Huda Kruengmane

Subject

Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

Description

Socius: Jurnal Penelitian Ilmu-ilmu Sosial is a multi and interdisciplinary peer-reviewed academic research journal serving the broad social sciences community. The journal welcomes excellent contributions that advance our understanding on a broad range of topics including anthropology, sociology, ...