Exploration to Brand Communication on TikTok

Author

Victoria M. Priola, CUNY Bernard M Baruch CollegeFollow

Date of Award

Spring 5-30-2023

Document Type

Thesis

Degree Name

Master of Arts (MA)

Honors Designation

na

Program of Study

Communication - Corporate Communication

Language

English

First Advisor

Minna Logemann

Second Advisor

Caryn Medved

Abstract

The purpose of this study was to explore the connection between the video-sharing social media platform TikTok and companies that use it to publish corporate branding content. The research intends to compare TikTok to other social media outlets. The motivation behind this study was fueled by the want to understand where TikTok lands within a company’s social media content planning process. Can TikTok ever become a solid foundation in social media content planning like Facebook, Instagram and Twitter have been? Most of the previous research on TikTok has proven how unique the platform is compared to other social media, but there is a lack of research on how – and if – TikTok is transitioning from a new and inventive social media to one integrated in a long-term social media content planning process by companies who want to expand its corporate branding online. The results of prior research were used as a basis of a multi-case study analysis on companies that have communicated their corporate brand identities on TikTok and have garnered audiences of over 1 million users, including Duolingo, ScrubDaddy and the Empire State Building. Additionally, expert interviews with social media professionals were carried out to arrive to a greater understanding of TikTok and its place in social media content strategy.

Recommended Citation

Priola, Victoria M., "Exploration to Brand Communication on TikTok" (2023). CUNY Academic Works.
https://academicworks.cuny.edu/bb_etds/163