Optimizing TikTok as a Digital Marketing Strategy: A Review of the Literature

ABSTRACT : This study aims to explore the effectiveness of TikTok as a platform in digital marketing strategies through a qualitative literature review approach. Along with the rapid development of digital technology, TikTok has emerged as one of the most dynamic and influential social media, particularly among Generation Z and millennials. This study involved 15 scientific journal articles published between 2018 and 2024 that discussed TikTok marketing strategies, their impact on brand awareness, consumer engagement, and their influence on purchase decisions. The findings reveal five main themes: (1) TikTok’s ability to increase brand visibility through viral short video content, (2) effective engagement strategies through storytelling, humor, and interaction, (3) the influence of user and influencer content on purchase intent, (4) the emotional role of micro-influencers in building trust, and (5) challenges in content consistency, reliance on algorithms, and ROI measurement. The study highlights TikTok’s uniqueness in combining entertainment and commerce, making it a powerful tool in modern marketing strategies. These findings also support theories such as Customer Engagement Theory and the Elaboration Likelihood Model. This study provides important insights for business people, marketers, and researchers in utilizing TikTok effectively in the era of competitive digital marketing