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Identifying the Features and Perspectives for Brand Promotion in the Market of Soft Drinks in Tiktok Social Network

Student: Timur Saygafarov

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing and Market Analytics (Bachelor)

Year of Graduation: 2021

Social media is one of the main tools for promoting soft drink brands, but every year the effectiveness of traditional channels decreases and companies need to use new social media. Over the past 2 years, a significant increase in the popularity of the new social network Tiktok has been noticeable, thereby prompting the company to start using it as a new promotion channel. However, in order to start using Tiktok for promotion, it is necessary to identify the features of this platform, the main methods and tools for promotion in it, which in turn will be discussed in this work. It is also necessary to determine the attitude and perception of the target audience of soft drinks to marketing activities in this network in order to develop an effective advertising campaign. The first chapter is devoted to researching the topic of social networks, identifying their basic concepts. It also deals with the topic of SMM and the phenomenon of new social networks. The second chapter provides a detailed analysis of aspects of the social network Tiktok. It describes the target audience of Tiktok users, their behavior and actions in the application. The application interface and a description of how the platform itself works are also considered in detail. Moreover, the main methods of promotion in Tiktok have been investigated and what metrics are used to analyze the profile. The third chapter provides an analysis of the soft drinks market, which included market research, analysis of the profiles of the largest brands of soft drinks. Moreover, successful cases of promotion in the Tiktok social network were considered. In the fourth chapter, a mixed study was conducted that included qualitative research - in-depth interviews with experts in promoting Tiktok and with marketers who work in the market for soft drinks. Key insights for promoting on Tiktok were identified and recommendations on how best to promote soft drinks on Tiktok were described. After conducting a qualitative study, a quantitative study was carried out, which was aimed at researching the perception and attitude of consumers of soft drinks to advertising on the social network Tiktok.

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