Developing an Approach to Promoting a Beauty Brand in the Short Mobile Video Platform TikTok

Student: Andrunik Vladislava

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Smart-Marketing: Data, Analysis, Insight (Master)

Year of Graduation: 2021

TikTok is one of the fastest growing short mobile video platforms today. Due to the technological features of the platform, using the usual approaches to promoting a business on social networks does not give the desired effect. It seems relevant to answer the question - how brands use the capabilities of the social network TikTok and the behavior of its users to promote? To answer this question, we used qualitative research methods that helped to study the TikTok phenomenon both from the business side and from the site users, as well as take into account the opinion of experts. The result of the research was the development of an approach for promoting small businesses in TikTok, as well as its application in the design of the program for promoting the beauty salon "CHOICE" in TikTok. The findings will be useful for small businesses in planning and implementing promotion on TikTok, as well as for marketers and smm-specialists.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses