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- All Subjects: TikTok
- Creators: Giles, Charles
- Creators: Arora, Hina
Through research from case studies and professional interviews, it can be shown that those who fail and become victim to the e-commerce giants are those who do not allocate enough budget and resources to allow e-commerce to succeed; they do not correctly utilize data throughout the creation of their e-commerce site nor their marketing, have a vast lack of knowledge, and ultimately do not adapt to trends in e-commerce.
E-commerce giants are those who lead in the world-wide e-commerce revolution. They have entered a market and have caused/are continuing to cause instability for those who have not adapted or changed. These e-commerce giants do not have to be “giant” in size; rather, they are making giant changes that allow them to be successful within the industry. They are the prime examples of how e-commerce and data-driven marketing can be successful.
My research shows in order to successfully practice e-commerce, companies must adapt the best practices shown by these giants: owning your data, developing a strong budget for data-driven marketing, investing in the technology and people needed to implement a sound strategy, training employees in basic data, utilizing data in all aspects of marketing, creating an easy online experience that using AB Testing, hosting post mortem meetings to identify successes and failures, understanding your customers, creating the appropriate customer segmentation, nixing the “one fits all” strategy, and never getting too comfortable. If a company is stagnant, they are behind.
Influencer marketing is when individuals with dedicated social media followings are sought out by brands to utilize their position on certain platforms to endorse a brand’s products and be compensated through payment or merchandise. I will be looking at the concept of trust when it comes to influencer marketing alongside the Fogg Behavior Model. Used to evaluate an individual’s behavior in the decisions making process, The Fogg Behavior Model bases itself in a persuasive environment by focusing on three key elements: motivation, ability, and trigger. When utilized in collaboration with influencer marketing, these elements together could have a strong effect on driving consumer behaviors. I utilized one of the most recent and popular social media platforms, TikTok, known for its short-form mobile videos, to explore these behavioral elements in action. Like any other media platform, TikTok influencer marketing requires a high amount of trust between the consumer and influencer to be successful and efficiently persuade the target market. I collected primary research by surveying opinions on trust and buying behaviors based on three different videos. One video had a hidden partnership disclosure in the caption, the second had a plainly visible partnership disclosure, and the third had a plainly visible partnership disclosure and verbally disclosed the relationship between the brand and the influencer. The analysis showed that participants felt a higher degree of trust towards the video which contained a verbal disclosure of the influencer’s partnership with the brand. The results lacked specificity on whether this perception of trust would successfully lead to a purchase, which could be adjusted for in future research; however, it did show there was motivation through the Fogg Model to look further into the product presented. I recommend influencers be as transparent and genuine as possible to earn the trust or their followers, as well as ensure all three factors of Fogg are present to increase their persuasive abilities over consumers completing a purchase.
Influencer marketing is when individuals with dedicated social media followings are sought out by brands to utilize their position on certain platforms to endorse a brand’s products and be compensated through payment or merchandise. I will be looking at the concept of trust when it comes to influencer marketing alongside the Fogg Behavior Model. Used to evaluate an individual’s behavior in the decisions making process, The Fogg Behavior Model bases itself in a persuasive environment by focusing on three key elements: motivation, ability, and trigger. When utilized in collaboration with influencer marketing, these elements together could have a strong effect on driving consumer behaviors. I utilized one of the most recent and popular social media platforms, TikTok, known for its short-form mobile videos, to explore these behavioral elements in action. Like any other media platform, TikTok influencer marketing requires a high amount of trust between the consumer and influencer to be successful and efficiently persuade the target market. I collected primary research by surveying opinions on trust and buying behaviors based on three different videos. One video had a hidden partnership disclosure in the caption, the second had a plainly visible partnership disclosure, and the third had a plainly visible partnership disclosure and verbally disclosed the relationship between the brand and the influencer. The analysis showed that participants felt a higher degree of trust towards the video which contained a verbal disclosure of the influencer’s partnership with the brand. The results lacked specificity on whether this perception of trust would successfully lead to a purchase, which could be adjusted for in future research; however, it did show there was motivation through the Fogg Model to look further into the product presented. I recommend influencers be as transparent and genuine as possible to earn the trust or their followers, as well as ensure all three factors of Fogg are present to increase their persuasive abilities over consumers completing a purchase.