Assignment MKT558 PDF

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FACULTY OF BUSINESS AND MANAGEMENTBACHELOR (HON) IN MARKETINGMKT 558 : DIGITAL MARKETINGINDIVIDUAL ASSIGNMENT 1PROGRAMME : BAPREPARED BY : NURUL SHAHIRAH BINTI IBRAHIMI/C NUMBER : 000519-03-STUDENT ID : 2019218398GROUP : BA2404ASUPERVISED BY : DR. ZUHAL HUSSEINSUBMISSION DATE : 06 MAY 2021TABLE OF C...

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FACULTY OF BUSINESS AND MANAGEMENT BACHELOR (HON.S) IN MARKETING

MKT 558 : DIGITAL MARKETING INDIVIDUAL ASSIGNMENT 1 PROGRAMME

: BA240

PREPARED BY

: NURUL SHAHIRAH BINTI IBRAHIM

I/C NUMBER

: 000519-03-0098

STUDENT ID

: 2019218398

GROUP

: BA2404A

SUPERVISED BY

: DR. ZUHAL HUSSEIN

1

SUBMISSION DATE : 06 MAY 2021 TABLE OF CONTENT No.

Details 1. Cover Page

Pages 1

2. Table of content

2

3. 1.0 Introduction

3

4. 2.0 Online Consumer Variables (Micro-environment) 2.1 Demographic 2.2 Psychographic

4-5

2.3 Geographic 2.4 Behavioural 5. 3.0 Impact of Macro-environment 3.1

Political Forces

3.2

Economy Forces

3.3

Sociocultural Forces

3.4

Technological Forces

3.5

Ecological Forces

3.6 6. References 7. Appendix

6-7

Legal Forces 8 9

2

1.0 Introduction TikTok first launched in China as Douyin, then launched as TikTok internationally in 2017. Then, everything changed—ByteDance (TikTok’s parent company) acquired Music.ly, a social media platform that allowed users to create lip-sync videos to popular songs. Creativity with lip-syncing paved the way for TikTok’s US popularity and emphasis on incorporating music. TikTok is a short-form, video-sharing app that allows users to create and share 15second videos, on any topic. TikTok was the number one the most downloaded apps and it is estimated that TikTok has about 689 million monthly active users and 2 million people download these apps. TikTok is a social media application with an enormous local area of users revolved around video content. TikTokers (TikTok users) film short videos and edit them with effects, filters, captions and music, at that point post them for their TikTok followers. Content makers use hashtags and recognize which popular category they fit into to all the more effectively be found by non-followers.

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2.0 Online Consumer Variables (Microenvironment) 2.1 Demographic Demographic segmentation is market segmentation according to demographic variables such as ages, gender, and income. This helps an organization like TikTok to target and understand its consumers more accurately. TikTok is generally well known with individuals between the age of 16 and 24, which makes up 60% of the absolute userbase. TikTok reports that 80% of all users are between the ages 16-34, affirming that this most likely isn't the channel for marketing to the more established group. Beside age, the other details we know appear to show fame decently equally no matter how you look at it. 58.4% of TikTok users are male and 41% are female. This is a flip from 2020, where the gender split was in comparable extents, however slanted a contrary way. The application is accessible in 150 business sectors in 39 languages. iPhone/Android use is a 52%/48% split. When it comes to the daily time spent on TikTok, users spend an average of 52 minutes per day on the app. There was an average number of more than 1 million videos viewed every day in a year.

2.2 Psychographic The TikTok video-sharing application is a psychographic prescient AI motor, whose algorithm can shrewdly index individual profiles through responses to the apparently harmless user made short, engaging videos. This is to some degree like the Rorschach projective mental testing strategy, in which subjects are given a bunch of pictures known as inkblots. The discernments and responses to the inkblots are recorded and dissected utilizing mental translation calculations to uncover a subject's oblivious considerations, intentions, or wants.

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2.3 Geographic For the geographical factor, as of 2019, TikTok is available in 155 countries. It also availables in 75 languages. This covers a large part of the population. The more interesting is how TikTok managed to gather such a huge audience in such a short span of time, all the while growing into new markets. To begin with, most of Tiktok Western audience belonged to Musical.ly. The application is downloaded more than 10 million times by the people in Thailand alone. And in India, there are now more than 20 million active users of the app.

2.4 Behavioural For the behavioural such as self-identity. self-identity is accomplished through self-reflection and reference to others. During the time spent structure self-identity, Tik Tok users first comprehend and think about themselves. Users can make or share short videos dependent on their personal experience, get freedoms to show themselves reality that they try not to have, and experience self-worth, which is a feeling of acknowledgment for what they think and do. Simultaneously, Tik Tok users use the utilize the assessment and association of different users to finish the development of self-identity after their self-show. Users not just unite fearlessness and confidence from this feeling of character, yet additionally don't aimlessly submit to the general assessment of society and others.

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3.0 Impact of Macro-environment 3.1 Political Forces Censorship from the Chinese government may restrict the content available on TikTok. There is certain content that has been seen on TikTok that advances political difference. U.S. controllers have the ability to restrict unfamiliar admittance to innovation bargains, and other. Chinese organizations have attempted to work around these restrictions. Increased strain among China and the United States is the exchange war. TikTok is confronting expanding investigation from officials and controllers in the U.S., basically with respect to putting away and sharing of American users' information. Despite the fact that user data isn't being shared, concerns ascend about the possibility for the Chinese (socialist) government to request this information from ByteDance. ByteDance would not like to disturb the Chinese government since it relies upon the government for its permits to operate. This outcomes in the organization running government promotions or giving information to the public authority upon request within Chin

3.2 Economy Forces Exchange rates are pertinent to ByteDance, TikTok's parent company, since it at present works together in China, the U.S., and different nations. Exchange rates would likewise be a worry if ByteDance somehow happened to grow its operations to Singapore. ByteDance's investors aim for an initial public offering in late 2020, which they accept development in the U.S. will help accomplish.

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3.3 Sociocultural Forces In excess of 100 million Americans have downloaded the application as of recently. TikTok is viewed as a fun/silly and innocuous application for the more youthful age, in any case there has been Islamic purposeful publicity videos surfacing on the application. The application is related with more youthful crowds, so it is far-fetched that brands who are hoping to expand commitment through TikTok can be beneficial in the event that they are looking to sell higher ticket things or enlightening item.

3.4 Technological Forces – maksud technological forces Since it is a social media platform, technology is exceptionally applicable for TikTok to remain exceptional and progressed in the web-based media market. TikTok nowadays follow the trend which people like to make their videos about their live.

3.5 Ecological Forces With freedom to post creative content, TikTok videos have begun to spread environment change awareness. During Abu Dhabi Sustainability Week, TikTok challenge moved substance makers to vow their own sustainability commitment for

a

greener

and

more

practical

future

by

utilizing

the

hashtag

#WeAreCommitted

3.6 Legal Forces Lawmakers and regulators are mindful of the potential for the Chinese government to request data about the application's users. There is a contention between the right to speak freely of discourse and controlling the substance that goes on TikTok (an issue with any online media platform). The organization adheres to neighbourhood laws and guidelines, so they work out of a totally diverse arrangement of rules when contrasted with the U.S.

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References 1. Influencer Marketing Hub. 2021. What is TikTok? - The Fastest Growing Social Media

App

Uncovered.

[online]

Available

at:

https://influencermarketinghub.com/what-is-tiktok/.

2. Zuo,, H. and Wang, T., 2021. 5. [online] Francis-press.com. Available at: https://francispress.com/uploads/papers/KRAJ6OieLedXZuB2rZGVVN4k0qr55NXxWLVeKHGX.p df.

3. Influencer Marketing Hub. 2021. What is TikTok? - The Fastest Growing Social Media

App

Uncovered.

[online]

Available

at:

https://influencermarketinghub.com/what-is-tiktok/.

4. Dievendorf, A., 2021. TikTok Marketing in 2021: What Is TikTok and How Can You Market On It?. [online] Fanbooster. Available at: https://fanbooster.com/blog/tiktokmarketing/#elementor-toc__heading-anchor-1.

5. Dievendorf, A., 2021. TikTok Marketing in 2021: What Is TikTok and How Can You Market On It?. [online] Fanbooster. Available at: https://fanbooster.com/blog/tiktokmarketing/#elementor-toc__heading-anchor-1.

6. Contributor, P., 2021. Political Factors Affecting Business. [online] PESTLE Analysis. Available

at:

https://pestleanalysis.com/political-factors-affecting-

business/#Political_Stability.

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Appendix

Image 1 is the website of TikTok, usually users use the application in smart phone.

Image 2 is the website where user can log in TikTok and create their account.

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