NATIONAL ECONOMICS UNIVERSITY

BUSINESS SCHOOL
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DANG THU HIEN

SOCIAL MEDIA MARKETING ON THE SOCIAL NETWORKING

PLATFORM TIKTOK OF MEMON JOINT STOCK COMPANY

Bachelor of Business Administration in English (E-BBA) Thesis

HANOI, 2023
 NATIONAL ECONOMICS UNIVERSITY
BUSINESS SCHOOL
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SOCIAL MEDIA MARKETING ON THE SOCIAL NETWORKING

PLATFORM TIKTOK OF MEMON JOINT STOCK COMPANY

Bachelor of Business Administration in English (E-BBA) Thesis

Student: Dang Thu Hien

Class: EBBA 12.1
Supervisor: Dr. Tran Thi Minh Huong

HANOI, 2023
ACKNOWLEDGEMENTS

During the process of implementing this graduation thesis, thanks to the help of
individuals and groups with valuable comments, this topic was completely completed.

First, I would like to send my sincere thanks to the National Economics

University in general and all the students and lecturers of the EBBA program and the
Institute of Business Administration in particular for giving students the opportunity
to participate. apply the knowledge learned into practice, as well as support and create
favorable conditions for my internship. The enthusiasm and dedication of the lecturers
during my teaching time gave me the theoretical foundation and valuable skills to be
ready to enter the labor market.

In particular, I would like to express my sincere appreciation and admiration

for my supervisor – Dr. Tran Thi Minh Huong, an excellent person and dedicated
lecturer at National Economics University, for spent a lot of time researching, giving
me advice, insightful comments, enthusiastic guidance and close support throughout
this research process.

I also want to express my most sincere thanks to the Board of Directors and the
collective of Memon Joint Stock Company, especially Mr. Nguyen Thanh Trung, Ms.
Nguyen Phuong Hoa and other colleagues for creating conditions for me to have be
able to complete your graduation thesis. Your guidance and help regarding expertise
and experience have strengthened my knowledge, thinking and attitude to help me
become more mature at work.

Finally, I am very grateful for the support of my relatives, family and friends
who have become a great source of spiritual motivation and encouragement to help
me complete my thesis on time.

Despite my best attempts, the thesis will certainly have mistakes, so I look
forward to receiving advice and suggestions from teachers, friends and colleagues.

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TABLE OF CONTENTS

ACKNOWLEDGEMENTS.................................................................................1
TABLE OF CONTENTS....................................................................................2
ABBREVIATIONS.............................................................................................4
LIST OF TABLES...............................................................................................5
EXECUTIVE SUMMARY.................................................................................7
INTRODUCTION...............................................................................................8
1.1. Rationale...............................................................................................8
1.2. Research Objectives..............................................................................9
1.3. Research Questions.............................................................................10
1.4. Research Methodology.......................................................................10
1.5. Scope of the Research.........................................................................10
1.6. Thesis Structure..................................................................................11
CHAPTER 2: THEORETICAL BACKGROUND OF SOCIAL MEDIA
MARKETING ON THE SOCIAL NETWORKING PLATFORM TIKTOK.............11
2.1. Overview of Social Media Marketing................................................11
2.1.1. Definition of Social Media Marketing..........................................11
2.1.2. The role of Social Media in Marketing.........................................15
2.2. Social Media Marketing Process........................................................16
2.3. Social Media Marketing Activities.....................................................25
2.4. Social Media on Tiktok.......................................................................29
2.4.1. The Social Networking Platform Tiktok.......................................29
2.4.2. How Companies use Social Media to market...............................31
2.5. Brand Awareness and Brand Image....................................................38
2.5.1. Brand Awareness..........................................................................38
2.5.2. Brand Image..................................................................................38

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 CHAPTER 3: CURRENT STATUS OF SOCIAL MEDIA MARKETING
ON THE TIKTOK PLATFORM OF MEMON JOINT STOCK COMPANY............39
3.1. Formation and development...............................................................39
3.1.1. Formation and development.........................................................39
3.1.2. Organizational structure................................................................41
3.1.3. General introduction about company products.............................44
3.1.4. Memon’s performance in the period of 2021-2023......................46
3.2. Current status of Social Media Marketing on Tiktok Platform..........47
3.2.1. Current status of Social Media Marketing Process and Social
Media Marketing Activities on TikTok Platform.................................................48
3.2.2. Qualitative research......................................................................58
3.2.3. Quatitative research......................................................................64
CHAPTER 4: SOLUTION AND RECOMMENDATION TO IMPROVE
THE EFFICIENCY OF SOCIAL MEDIA MARKETING ON THE TIKTOK
PLATFORM TO INCREASE REVENUE OF MEMON JOINT STOCK COMPANY.
86
4.1. General recommendation....................................................................86
4.2. Recommendations for improving Social Media Marketing on the
Tiktok Platform of Memon Company......................................................................87
4.2.1. Recommendation 1: Change content strategy to enhance brand
awareness and brand image of the Company.......................................................87
4.2.2. Recommendation 2: Improved Livestream activities on the
company's TikTok Gau bong Online channel to retain viewers and increase order
conversion rates....................................................................................................89
4.2.3. Recommendation 3: Deploy influencer booking activities on the
TikTok platform to increase brand awareness and reach new potential customers
to increase revenue...............................................................................................92
CONCLUSION.................................................................................................99
REFERENCES................................................................................................100
ADDENDUM..................................................................................................105

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 APPENDIX 1: INTERVIEW QUESTIONAIRE........................................105
APPENDIX 2: SURVEY QUESTIONAIRE..............................................105

ABBREVIATIONS

SMM Social Media Marketing

SMMA Social Media Marketing Acitivities

SMMP Social Media Marketing Process

EWOM Electronic word of mouth

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LIST OF TABLES

Table 2.1: Social Media Audit template (current situation)..............................19

Table 3.1: Information about Memon Joint Stock Company............................39
Table 3.2: Business results of the in the period of 2021-2023..........................46
Table 3.3: Branding Video Stream Content Plan..............................................51
Table 3.4: Sales Video Stream Content Plan.....................................................52
Table 3.5:Performance Indicators For The Effectiveness Of Memon Joint Stock
company’s Social Media Marketing.............................................................................55
Table 3.6: Results of the company's social media marketing performance
indicators......................................................................................................................57
Table 3.7: Questionnaire and interview answers...............................................59
Table 3.8: Descriptive Statistics for Entertainment...........................................69
Table 3.9: Descriptive Statistics for Interaction................................................71
Table 3.10: Descriptive Statistics for Trendiness..............................................74
Table 3.11: Descriptive Statistics for e-Word-of-Mouth...................................76
Table 3.12: Descriptive Statistics for Customization........................................77
Table 3.13: Descriptive Statistics for Brand Awareness...................................79
Table 3.14: Descriptive Statistics for Brand Image...........................................81
Table 4.1: 4 main content routes with the goal of brand awareness and brand
image............................................................................................................................88
Table 4.2: Operational implementation plan for brand awareness purposes.....93
Table 4.3: Operational implementation plan with the aim of increasing target
customers to improve revenue......................................................................................95
Table 4.4: Table calculating commission fees and cash bonuses that influencers
will receive....................................................................................................................98

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LIST OF FIGURES

Figure 3.1:Organization of the company’s managenment apparatus................41

Figure 3.2: TikTok Chanel: Shop Gau Bong Online.........................................48
Figure 3.3: Respondents are categorized by gender..........................................65
Figure 3.4: Respondents are categorized by age...............................................66
Figure 3.5: Respondents are categorized by time of using TikTok...................67
Figure 3.6: Respondents are categorized by frequency of using TikTok in 1
day................................................................................................................................67
Figure 3.7: Respondents are categorized by relationship status........................68

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EXECUTIVE SUMMARY

The topic "Social Media Marketing on the Social networking platform TikTok
of Memon Joint Stock Company" was chosen by the author as a graduation thesis
topic to evaluate the current situation and find solutions to perfect Social Media
Marketing on the platform. Tiktok at Memon Joint Stock Company. Based on
theoretical foundations referenced from reputable journals on Social Media
Marketing, Social Media Marketing Process, Social Media Marketing Activities and
component elements of SMMA,...etc.

The author conducted qualitative research with the Marketing Director with
expertise in the communications and marketing industry working at Memon Joint
Stock Company with the aim of evaluating the current status of the company's Social
Media Marketing Activities on the platform. Tiktok platform to complete the opinion
survey of those who are following SMMA on the TikTok Shop Gau Bong Online
channel of Memon Joint Stock Company. There are 158 valid surveys out of a total of
170 surveys used for data analysis. Survey results were analyzed according to
descriptive statistics, using the mean function on Microsoft Excel software. The
results of SMMA evaluation criteria groups on Tiktok include 5 groups:
Entertainment, Interaction, Trendiness, EWOM, Customization, which have an impact
on brand awareness and attracting potential customers of the company.

The author gave some suggestions to improve the company's SMM activities,
focusing on raising brand awareness, improving Livestream activities and
implementing Influencer Booking activities to raise brand awareness and expand
potential customer files to help increase revenue.

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CHAPTER 1: INTRODUCTION

1.1. Rationale

Developing online Social Media Marketing activities is an imperative and

indispensable undertaking for any enterprise, particularly in the contemporary era of
technology 4.0. The significance of these activities lies in their ability to enable timely
and accurate distribution of information, as well as improve the efficiency of
communication by allowing businesses to connect with various customer segments
and increase communication efficiency in a considerably short amount of time.
Nevertheless, it should be acknowledged that not every business excels in the realm of
online marketing communications.

The domain of teddy bears and toy and entertainment commerce has been
impacted by the Covid-19 pandemic in recent times and has experienced numerous
transformations. During the period when the pandemic was widespread and social
obligations compelled various enterprises, factories, and establishments to cease
operations. The Covid-19 outbreak has influenced the purchasing habits of consumers,
notably augmenting the prevalence of online shopping, thus inducing a shift towards
online operations for numerous companies. Economic fluctuations stemming from the
pandemic have the potential to impinge on consumers' expenditure capacity. Teddy
bears and gift merchandise have been affected as consumers have curtailed their
investment in non-essential commodities. Despite this, after the decline of the
pandemic, there has been a gradual increase in consumer demand for gift items and
teddy bears. In order to effectively compete with a multitude of alternative forms of
entertainment and gift merchandise, the Stuffed Animals enterprise necessitates the
creation of a diverse array of designs, the ability to keep pace with community trends,
the provision of high-quality products and services, and a presence across various
online shopping platforms. As mentioned earlier, the pandemic has changed
customers' shopping habits, with many people choosing to make online purchases
instead of going to physical stores. E-commerce platforms and entertainment
platforms that integrate online transactions such as Shopee, Lazada, TikTok,
Facebook, and Instagram have become the favored channels for goods acquisition.

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 Among them is Tiktok, an emerging entertainment platform that is
experiencing rapid growth and attracting a substantial user base worldwide. TikTok
officially introduced TiktokShop, an e-commerce solution in Vietnam, at the onset of
2022, which swiftly ascended to the third position in the e-commerce market. This
development presents both an expansion avenue and a challenge for businesses,
particularly the stuffed animal industry.

One of the businesses specializing in manufacturing and trading stuffed

animals is Memon. Currently, the company mainly operates on three online shopping
platforms: Shopee, Facebook and TiktokShop, in addition to maintaining 8 traditional
stores located in two areas: Hanoi and Ho Chi Minh. Seeing the potential and benefits
of Social Media Marketing on the Tiktok platform, Memon Joint Stock Company uses
Social Media Marketing as an essential means to increase touch points, improve brand
awareness and convert customers.

It can be said that Memon has built trust from customers for products available
on physical store chains. However, the current physical stores are in 2 areas in
Vietnam, so brand recognition is not high, thus not bringing many target customers to
the company and convincing new customers. Product experience is also more
difficult. Social Media Marketing activities at this time are the solution to
communicate and connect with many potential and target customers honestly, building
trust and stimulating them to buy products.

From an objective level, Memon Joint Stock Company's SMM activities on the
Tiktok platform have been implemented but have not yet been fully exploited and
utilized to the fullest potential. For the above reasons, the author chose this topic as
his graduation thesis. This research has practical significance to draw useful
assessments and suggestions for businesses, contributing to improving the
effectiveness of SMM activities on Tiktok and promoting increased revenue with
products on the Tiktok platform for company.

1.2. Research Objectives

With the above topic, the author set out the following research objectives:

● Find out the current status of Social Media Marketing activities and the
company's SMMP on the Tiktok platform
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 ● Measure and evaluate the effectiveness of SMMA on the company's Tiktok
channel
● Propose some SMM solutions to increase brand awareness and target
customers.

1.3. Research Questions

Corresponding to the 3 research objectives, the research questions of the topic

will include:

● What is the current status of SMMAand SMMP on Tiktok platform of Memon

Joint Stock Company?
● How is the effectiveness of SMMA on Tiktok evaluated?
● What solutions can be used to improve Memon Joint Stock Company's SMM
activities on the Tiktok platform?

1.4. Research Methodology

For the purpose of this study, the author used mixed research: qualitative
research and quantitative research.

● Qualitative research: Conduct in-depth interviews using questionnaires with the

company's Marketing Director.
● Quantitative research: Conduct a questionnaire survey to collect data to analyze
customer reviews about the company's SMM activities on the Tiktok platform.

In addition, the author also uses visual data of the company's current situation
to evaluate and analyze.

To conduct research, the author collects both types of data as follows:

● Secondary data: Collected from textbooks, internet, books, newspapers,

magazines, available research, etc. In addition, data is also taken from internal
documents and statistics on media channels. official company.
● Primary data: Collected from survey questionnaires and in-depth interview
questionnaires.

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 1.5. Scope of the Research

● Content:
- To evaluate the current status of SMM and the SMM process on the Tiktok
social network platform of Memon Joint Stock Company: Take advantage of
secondary data sources provided by the company and conduct in-depth
interviews with 1 subject: Director Marketing.
- To research how customers evaluate SMM activities on the company's Tiktok
platform: Deploy a survey method targeting individuals who are using the
Tiktok social platform and know the company's Tiktok channel.
● Location: In-depth interview conducted at Memon Joint Stock Company in
Hanoi - No. 17, Lane 23 Nguyen Khuyen, Ha Dong District, Hanoi, Vietnam
● Time Frame:
- Secondary data: 3 years (2021-2023)
- Primary data: Will be collected from December 2023 to January 2024.
- The recommendations of this study will be applied from 2024.

1.6. Thesis Structure

Chapter 1: Introduction

Chapter 2: Theoretical Background of Social Media Marketing on the Social

Networking Platform Tiktok.
Chapter 3: Current status of Social Media Marketing on the Tiktok Platform of
Memon Joint Stock Company.

Chapter 4: Solution and Recommendation to improve the Efficiency of Social

Media Marketing on the Tiktok Platform to Increase Revenue of Memon Joint Stock
Company

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CHAPTER 2: THEORETICAL BACKGROUND OF SOCIAL MEDIA
MARKETING ON THE SOCIAL NETWORKING PLATFORM TIKTOK

2.1. Overview of Social Media Marketing

2.1.1. Definition of Social Media Marketing

Social media marketing has emerged as a crucial component of the marketing

blend for numerous enterprises. Given the recent introduction of social media
marketing as a marketing strategy, it is still undergoing development, and there is still
no commonly agreed-upon definition of this concept. Kietzmann, Hermkens,
McCarthy, and Silvestre (2011) define SMM as "a set of techniques and tools used for
promoting products, services, and brands using social media platforms." This
particular definition places significant emphasis on the utilization of various social
media platforms as a fundamental element of social media marketing. Furthermore, it
underscores the crucial significance of employing strategic methodologies and
technological instruments in the attainment of marketing goals via social media
channels. The authors identify seven functional building blocks of social media
platforms: identity, conversations, sharing, presence, relationships, reputation, and
groups Kaplan and Haenlein (2010) define SMM as "the process of creating, sharing,
and exchanging information, ideas, and content about products and services through
social networks and virtual communities to achieve specific marketing objectives."
This definition underscores the significance of generating and disseminating content,
along with actively participating in communities on social media platforms. The
authors propose a theoretical framework for social media marketing, consisting of four
sequential stages: listening, influencing, networking, and selling. Mangold and Faulds
(2009) define SMM as "a planned process for engaging target audiences through
social media with the goal of achieving marketing objectives." The significance of a
deliberate strategy for marketing through social media and the necessity to
synchronize social media initiatives with marketing goals are underscored by this
definition. The authors suggest a three-step process for interacting with social media,
which involves planning, execution, and assessment.

Smith (2011) defines SMM as "the practice of using social media channels to
build relationships, establish trust, and foster loyalty with customers and other
stakeholders." This particular definition places significant emphasis on the
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significance of cultivating connections and establishing credibility via various social
media platforms. The author proceeds to identify four key elements of social media
marketing: listening. engagement, collaboration, and advocacy. The American
Marketing Association (AMA) defines SMM as "the practice of using social media
channels and platforms to promote a product, service or brand and to engage with
customers and other stakeholders." This definition emphasizes the role of social media
in promoting products, services, and brands, as well as engaging with customers and
other stakeholders. The AMA identifies five key elements of social media marketing:
strategy, goals, audience, content, and metrics.

In conclusion, SSM is a swiftly evolving area, and a universally accepted

definition of the term does not exist. Nonetheless, the definitions put forward by
scholars and professionals emphasize the importance of social media platforms, the
creation and dissemination of content, engagement with communities, strategic
planning and evaluation, the establishment of relationships, as well as the promotion
of products, services, and brands. Enterprises that aim to exploit the potential of social
media marketing should cultivate a comprehensive comprehension of their social
media endeavors' objectives, target audience, and metrics, while also embracing a
methodical approach to achieve their aspirations.

Social media is the online environment where people with common interests
come together to share their thoughts, comments and ideas (Weber, 2007: 4). The use
of these online communication platforms based on the usage of the Internet and
mobile-based technologies in marketing actions by businesses is critical in two
aspects. The first is the effect that consumers have on their products and brands and
the share they create on other consumers (Sigala and Dimosthenis, 2009; Chen et al.,
2011). Research has shown that social media influences the intention of trust and
purchasing and facilitates sharing of knowledge and experience among consumers (Lu
and Hsiao, 2010, Hajli, 2013). Many businesses use online interactions among their
users by encouraging their customers to share their purchases (So et al., 2017) with
simple clicks using their chosen social media channel. Second, social media is utilized
by businesses as a platform through in which direct marketing actions are carried out.
In this sense, social media is pushing the boundaries of time and space in the
interactions of businesses with potential consumers and promoting the feeling of
closeness (Mersey et al., 2010). By means of social media tools, businesses have an
opportunity to advertise product and brand promotions, promotions and
13
advertisements at low cost to their customers and receive feedback from them (Hanna
et al., 2011). In their research, Tsimonis and Dimitriadis (2014) have found that social
media is at the center of today's business strategy and popularity of social media, cost-
cutting measures and activities of competitors on social media motivate marketers to
carry out social media marketing activities. It is only possible for social media to have
a functional role in the marketing actions of businesses with framing, defining and
applying marketing activities in an effective way on social media. One of the leading
classifications of social media marketing activities has been carried out by Kim and
Ko (2012). Kim and Ko (2012) have categorized social media marketing activities for
luxurious brands as entertainment, interaction, trendiness, customization, and word-of-
mouth communication. Koivulehto (2017) has added the purchase intention to these
components. Seo and Park (2018) have defined social media marketing activities in
airline industry as entertainment, interaction, trendiness, customization and perceived
risk. Sano (2014) has identified the components of social media marketing in
insurance services as interaction, trendiness, customization, and perceived risk. Jo
(2013) has referred to marketing activities as events, information and advertisement
on social networks. Yadav and Rahman (2017) have categorized social media
marketing activities as interaction, trendiness, information, customization, and word
of mouth communication. In this research, social media marketing activities have been
considered as entertainment, interaction, trendiness, advertisement and customization.

Entertainment is a crucial component that encourages participant behavior and

the continuity of follow-up, which creates positive emotions/feelings about the brand
in the minds of followers on social media (Kang, 2005). Even if the reasons for using
social media differ, individuals emphasize that the content which arouses the attention
of them who finds the content amusing and pleasing (Manthiou et al., 2013). In this
respect, with providing entertaining shares, businesses should encourage liking and
sharing of large number of individuals and be able to turn it into advantage
(Schivinski and Dabrowski, 2015). Social media is becoming the newest and up-to-
date source of information for customers (Hamid et al., 2016) because information is
simultaneously shared in real time on the social media. Unlike traditional mass
communication channels, social media facilitate the interaction, content sharing and
collaboration of businesses with their customers (Wang, 2012). By utilizing social
media as interactive communication between business and customer, it is possible to
obtain requests and needs of customers, their opinions and suggestions on the product

14
and brand in real time (Vukasovic, 2013). Trendiness as another component of social
media marketing activities means introducing the latest/current information on
products for customers (Godey et al., 2016). The advertising as a component refers to
advertising and promotional campaigns that businesses have made through social
media to increase sales and develop customer portfolio. Findings (Duffett, 2017;
Alalwan et al., 2017) on the effects of social media advertisings on perceptions and
awareness of the customers have shown that advertising is one of the significant part
of social media marketing activities (Mangold and Faulds, 2009). The customization
as a component is the act of creating a customer satisfaction based on the contact of
the business with individual users (Ding and Keh, 2016; Seo and Park, 2018).
Businesses on the social media can transfer the uniqueness of the product and brand to
the customers by means of peer to peer communication. And they can deal with their
individual problems and can be influential on product and brand preferences by
making touches that will make them feel important.

2.1.2. The role of Social Media in Marketing

The rising trend of social media is persistently growing. Social media now
serves as a crucial element not only for interpersonal engagement but also for public
relations, brand administration, and internal corporate correspondence. From the
company's perspective, the primary aim of marketing is to provide potential and
existing customers with information regarding the organization, its products, and
services. Social media marketing can prove to be an exceptionally effective method to
achieve this goal. Neti (2011) discussed the functions of social media in marketing as
following:

● Social media serves as a platform for elucidating the identities of companies

and the products or services they offer.
● Social media enables the establishment of connections with individuals who
would otherwise be unaware of the aforementioned products or services, as
well as the principles embodied by these companies.
● Social media imbues companies with a sense of authenticity in the eyes of
consumers. In order to garner a following, companies must not solely
disseminate information on their latest products, but also reveal aspects of their
personality.

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 ● Social media allows companies to forge links with their counterparts who may
be catering to the same target audience.
● Social media enables communication and fosters the desired level of interaction
sought by consumers.

The evident advantages of enterprises employing social media platforms can be

observed. Corporations ought to commence their utilization of social media due to a
variety of rationales:

● The number of individuals utilizing social networks is increasing, thus

establishing itself as a substantial market for companies. The potential audience
size is immense, and social media serves as a means of communication that
enables firms to connect with them. It is crucial to acknowledge that possessing
a large audience can also entail certain risks. In the event of errors or
unfavorable circumstances, negative word-of-mouth can rapidly spread and
adversely impact a company's reputation. (Neti, 2011)
● Transparency: The utilization of deceitful tactics or illegitimate techniques is
strictly prohibited within the realm of social networking. Companies are unable
to feign authenticity to get more people involved. Members retain the freedom
to either align themselves with the company or disassociate entirely. Opinions
expressed on social networking platforms are taken with utmost seriousness,
and the more authoritative a company becomes, the greater the weight given to
their statements. (Neti, 2011)
● Reach - The utilization of social media can expedite a business's global
expansion. Social media enables companies to reach potential customers
anywhere in the world, which is an immense advantage. Social media is
regarded as a potent tool that can facilitate entry into new markets. (Neti. 2011)
● Boosting the website traffic - Social media is arguably the most expeditious
and effortless means of redirecting traffic to a company's website. By simply
including their website URL in their profile, the company can entice their
profile visitors to explore their website, inevitably resulting in a percentage of
this traffic converting over time. This can be seen as the virtual equivalent of
"word-of-mouth."(Neti, 2011)
● Branding - The utilization of social media for the purpose of developing a
brand is widely regarded as a prudent strategic decision. Among the
expeditious and highly efficacious methods of establishing a brand, the
16
 employment of social media platforms stands out as particularly noteworthy.
(Neti, 2011)

2.2. Social Media Marketing Process

Building a comprehensive social media marketing campaign is easier said than

done. There are numerous factors to consider when devising a brand promotion plan
on social media platforms. And just a slight oversight in any of these factors can result
in your campaign not achieving the expected effectiveness.

Opresnik, M. O. (2018) has developed a social media marketing cycle

comprising 6 steps, as will be analyzed below. These steps can assist marketers in
establishing a solid foundation for a successful marketing campaign across their social
media channels.

Step 1: Create social media marketing objectives

The initial stride in Social Media Marketing process is the establishment of

clear and concise objectives and goals. These objectives serve as the guiding pillars
that steer the company towards desired outcomes. Moreover, they provide a
framework for prompt adjustments when social media campaigns fall short of
expectations.

In the absence of well-defined objectives, a company needs more means to

assess the success of its social media endeavors or demonstrate the Return on
Investment (ROI) from these initiatives. Therefore, it is imperative to align these
objectives with the broader marketing strategy, ensuring that social media efforts
harmonize with overarching business goals.

Demonstrating a direct correlation between the social media marketing plan

and overall business objectives is pivotal for garnering support and investment from
both executives and employees. Moving beyond superficial metrics such as Retweets
and Likes, emphasis should be placed on more advanced indicators like the 'number of
leads generated,' web referrals, and conversion rates.

Adopting the SMART framework is essential when setting these objectives:

● Specific: Clearly define the area for improvement or focus.

17
 ● Measurable: Quantify the objectives or suggest an indicator of progress.
● Achievable: Ensure alignment with corporate goals and attainability.
● Realistic: State achievable results considering the available resources.
● Time-related: Specify the timeline within which the desired results can be
achieved.

For instance, an objective in the realm of Social Publishing might read as

follows: "In Social Publishing, we aim to share photos that effectively communicate
our company culture. This will be achieved by posting ten photos per week on various
photo-sharing social media platforms. The weekly target is a minimum of 100 likes
and 30 comments."

To embark on the social media marketing process, a simple yet effective

approach is to articulate at least three social media objectives. This foundational step
ensures clarity of purpose and a roadmap for the subsequent phases of the strategy.

Step 2: Conduct a social media audit

Before delving into the intricacies of formulating a robust social media

marketing, it is imperative for the company to undertake a meticulous evaluation of its
current social media landscape. This comprehensive assessment involves scrutinizing
the company's existing social media usage, identifying the audience actively engaging
with the company and its brand, discerning the prevalent social media platforms
among the target market, and benchmarking the company's social media presence
against industry competitors.

To facilitate this evaluative process, a structured social media audit template

[2] can be employed. This template serves as a systematic tool for dissecting each
social media platform, providing invaluable insights into the ownership, control, and
overarching purpose of every platform representing the business.

The importance of conducting this audit cannot be overstated, especially in the

dynamic landscape of business growth and expansion. Regular maintenance of the
social media audit is essential, particularly as the company scales up its operations
(refer to Table 2.1). This ongoing assessment ensures that the social media strategy
remains aligned with evolving business goals and market dynamics.

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 Table 2.1: Social Media Audit template (current situation)

Source: Kotler, Hollensen and Opresnik, 2017

As a natural progression from the audit, it becomes imperative to discern which

social media platforms or accounts demand immediate updates and which may need to
be altogether removed from the strategic portfolio. This discernment is crucial in
maintaining a cohesive and authentic online presence, safeguarding against the
potential discovery of inauthentic elements, such as fake branded Twitter profiles.

Moreover, in the course of the social media audit, the company might opt to
create mission statements for each social media platform or network. These succinct
one-sentence declarations serve as guiding principles, focusing on specific objectives
for platforms like Instagram, Facebook, or any other social network. Mission
statements not only provide clarity of purpose but also act as navigational beacons,
helping realign efforts if any deviations occur during the implementation phase.

For instance, consider the following mission statement crafted for a Snapchat
presence: "We will leverage Snapchat to share the CSR side of our company and
engage with a younger audience, specifically targeting prospects aged 15–40."

It is paramount for the company to clearly define the purpose of each social
media platform within its portfolio. In instances where the mission of a specific
platform cannot be ascertained, a prudent course of action may involve contemplating
the deletion of the platform and its associated profile.
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 Before determining the optimal social media platforms for the business, a
crucial preliminary step involves understanding the audience for each platform and
discerning their preferences. This knowledge, coupled with the strategic utilization of
tools for gathering demographic and behavioral data, empowers the company to
precisely target its desired customer base.

In summary, this comprehensive analysis lays the groundwork for informed

decision-making in crafting a strategic and effective social media marketing activities.
Regular audits and strategic adjustments ensure that the company's social media
efforts remain adaptive and attuned to the ever-evolving landscape of audience
expectations and industry dynamics.

Step 3: Choose the most relevant social media platforms to work with

Following the meticulous completion of the social media audit, the next critical
phase involves strategically choosing and establishing the company's online presence.
This is a pivotal step where the selected social media networks align closely with the
overarching missions and objectives of the company. If there isn't already a presence
on each network relevant to the company's focus, it is imperative to build them
systematically, keeping the broader mission and target audience in mind.

● Tailored Approach for Each Network: Recognize that each social network
possesses a unique audience and, consequently, should be treated distinctively.
If there are no existing profiles on specific networks relevant to the company's
objectives, start building them from scratch.
● Upgrading Existing Platforms: For pre-existing platforms, it's time for an
overhaul to ensure they align seamlessly with the refined missions and
objectives. The updating process is pivotal to achieving optimal results and
resonating effectively with the target audience.
● SEO Optimization for Enhanced Visibility: Implement Search Engine
Optimization (SEO) techniques to optimize profiles for improved visibility.
This strategic move can significantly enhance web traffic directed towards the
company's online social media platforms.
● Cross-Promotion for Expanded Reach: Leverage the power of cross-promotion
to extend the reach of content across multiple social platforms. Creating a

20
 symbiotic relationship between different platforms enhances visibility and
engagement.
● Thorough Profile Completion: Social media profiles should be meticulously
filled out, leaving no sections incomplete. Optimize images and text
specifically for each social network, ensuring a cohesive and professional
online presence.
● Alignment with SEO Best Practices: Align the content, keywords, and meta
descriptions on social profiles with SEO best practices. This alignment not only
enhances search engine visibility but also establishes a consistent brand image.
● Visual and Text Optimization: Images and textual content should be tailored to
the unique characteristics of each social network. Optimization ensures that
content resonates effectively with the specific audience of each platform.

In essence, this strategic implementation phase serves as the bridge between the
conceptualization of social media missions and the tangible execution of an online
presence. It involves not only building new platforms but also refining and updating
existing ones. By embracing SEO optimization, cross-promotion, and meticulous
profile completion, the company can ensure a robust and effective social media
presence that resonates with its target audience across diverse platforms. This
meticulous approach contributes significantly to achieving the desired results and
maintaining a cohesive and impactful brand image in the online sphere.

Step 4: Get social media inspiration from Industry leaders, competitors and key
opinion leader in the online community

When a company finds itself uncertain about the kind of content and
information that would resonate most with its audience on social media platforms,
there are several sources from which it can draw inspiration to refine its strategy. One
effective approach is benchmarking against industry peers – observing what other
successful companies within the same sector are sharing on social media. This not
only helps in understanding prevailing trends but also provides insights into the
communication styles that seem to resonate well with the target audience.

Additionally, leveraging social media listening tools can be instrumental in

gaining a comprehensive understanding of the broader online conversation within the
industry. Monitoring discussions, trends, and sentiments enables the company to

21
identify potential gaps or areas where it can distinguish itself from competitors,
tailoring its content to meet specific audience needs.

Opinion leaders, often referred to as "market mavens," can serve as a valuable

source of social media inspiration. Analyzing the content they share not only reveals
the substance of their messages but also sheds light on the nuances of their
communication style. By emulating this style, a company can potentially enhance its
connection with the audience and elevate its social media presence.

Furthermore, delving into the habits of the target audience is crucial.

Understanding when they are most active on social media platforms and the type of
content that captures their attention provides a solid foundation for crafting a strategic
posting schedule and tailoring content to align with audience preferences.

Industry leaders, represented by giants like Red Bull, Taco Bell, and Turkish
Airlines, have demonstrated exemplary social media marketing strategies. By
following these industry leaders and exploring any shared advice or insights, a
company can gain valuable lessons and refine its approach. This could involve
adopting advanced social media strategies, innovative content creation, and staying
abreast of evolving industry trends.

In conclusion, a comprehensive approach to social media inspiration involves

benchmarking against industry peers, utilizing social media listening tools, learning
from opinion leaders, understanding target audience habits, and drawing insights from
industry leaders. By incorporating these elements into its social media strategy, a
company can enhance engagement, differentiate itself, and stay ahead in the dynamic
landscape of social media marketing.

Step 5: Create a content and time plan for the company’s social media efforts

A comprehensive social media marketing process necessitates the inclusion of

a well-defined content marketing strategy, coupled with a meticulously structured
editorial calendar to optimize the impact of online presence. The effectiveness of
social media marketing is intricately tied to not only the quality of content shared but
also the timing of its dissemination.

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 The social media marketing process should address several key questions to
guide the overall strategy:

What types of content the company intends to post and promote on social
media? Specify the nature of content the company intends to post and promote across
social media platforms. This could encompass a mix of text, images, videos,
infographics, and more, tailored to the preferences of the target audience.

Who will create the content? Clearly outline who will be responsible for
creating the content. This could involve in-house teams, external agencies, or
collaborations with influencers or industry experts.

How often will the company post content? Determine how often the company
will share content. Consistency is key, and a clear posting schedule helps in
maintaining audience engagement.

What is the target audience for each type of content? Identify the target
audience for each type of content. Understanding the demographics, interests, and
preferences of different segments allows for more tailored and effective content
creation.

How you the company promote the content? Develop strategies for promoting
the content. This could involve paid promotions, influencer collaborations, hashtag
campaigns, or other innovative approaches to maximize reach and engagement.

The editorial calendar serves as the temporal blueprint for the social media
campaigns, outlining specific dates and times for the publication of various content
forms such as blogs, Instagram and Facebook posts, Tweets, and other planned
content. By creating and scheduling messages in advance, the company gains the
advantage of meticulous planning, allowing for careful consideration of language and
format rather than hasty updates throughout the day.

The content must align with the mission statement assigned to each social
media profile or platform. For instance, if the objective of a LinkedIn account is lead
generation, the company must ensure that it shares an adequate amount of content
focused on lead generation. The establishment of a content matrix can further
delineate the allocation of different types of posts across various social media

23
platforms, ensuring a strategic and purposeful approach to content sharing. This
holistic approach ensures that the company's social media presence is not only
consistent but also aligned with its overarching marketing objectives.

Step 6: Test, evaluate and adjust your social media marketing plan

Adapting and refining your social media marketing strategy requires a

continual process of testing and analysis. Integrating testing capabilities into every
action on social networks is pivotal. For instance, employing URL shorteners to track
link clicks on specific platforms provides quantifiable insights into user engagement.
Additionally, leveraging tools like Google Analytics enables the measurement and
tracking of page visits driven by social media efforts.

The recording and analysis of both successes and failures are imperative
components of this iterative process. Regularly assessing key performance indicators
allows for informed decision-making. By meticulously evaluating the outcomes of
various social media initiatives, adjustments can be made to enhance the overall
effectiveness of the social media marketing plan.

Surveys emerge as a powerful tool for gauging success, both online and offline.
Directly soliciting feedback from social media followers, email subscribers, and
website visitors provides valuable insights into audience satisfaction and areas for
improvement. This direct approach fosters a more engaged and responsive
relationship with the audience.

Recognizing the dynamic nature of the social media landscape is fundamental.

The social media marketing plan should be viewed as a fluid document, subject to
constant evolution. Incorporating new networks into the strategy as they emerge is
essential. As the company attains its missions and objectives for each social media
platform, it necessitates the setting of new targets. Unforeseen challenges will
inevitably arise, demanding strategic adjustments. The company's growth trajectory
may also mandate the addition of new roles or the expansion of social presence for
different products or regions.

Regularly revisiting and revising the social media marketing plan is paramount.
As the company garners fresh insights, it should promptly update the plan to reflect its
latest strategies and priorities. Ensuring that the entire team is aware of these updates

24
is crucial for maintaining alignment and synergy in the execution of the social media
marketing strategy. In essence, a dynamic and adaptive approach ensures that the
company's social media efforts remain agile and responsive to the ever-evolving
landscape, fostering sustained growth and relevance.

2.3. Social Media Marketing Activities

Social media refers to the digital realm where individuals with shared interests
congregate to exchange their ideas, opinions, and musings (Weber, 2007: 4). The
utilization of these online communication platforms, which are founded upon Internet
and mobile-based technologies, is of utmost significance for businesses in terms of
marketing endeavors due to two primary reasons. Firstly, it is crucial to acknowledge
the impact that consumers have on both products and brands, as well as the influence
they exert on fellow consumers (Sigala and Dimosthenis, 2009; Chen et al., 2011).
Research has demonstrated that social media has a profound effect on the intentions of
trust and purchase, while also facilitating the dissemination of knowledge and
experiences among consumers (Lu and Hsiao, 2010; Hajli, 2013). Numerous
businesses encourage their customers to share their purchases via their preferred social
media platforms, thereby leveraging online interactions (So et al., 2017). Secondly,
businesses employ social media as a platform through which they conduct direct
marketing activities. Consequently, social media transcends temporal and spatial
boundaries, fostering interactions between businesses and potential consumers, while
also cultivating a sense of closeness (Mersey et al., 2010). Through the utilization of
social media tools, businesses can effectively promote their offerings, advertise their
brands and products to customers at a minimal cost, and elicit feedback from them
(Hanna et al., 2011). Tsimonis and Dimitriadis (2014) have substantiated the notion
that social media occupies a central position in contemporary business strategies, with
the popularity of social media, cost-saving measures, and the actions of competitors
serving as catalysts for marketers to engage in social media marketing activities.
However, for social media to play a functional role in the marketing efforts of
businesses, it is imperative to frame, define, and execute marketing activities in an
effective manner on these platforms. One notable classification of social media
marketing activities has been conducted by Kim and Ko (2012). In their study, Kim
and Ko (2012) have classified the social media marketing activities for luxury brands
into categories such as entertainment, interaction, trendiness, customization, and

25
word-of-mouth communication. Furthermore, Koivulehto (2017) has supplemented
these components with purchase intention. Seo and Park (2018) have outlined social
media marketing activities in the airline industry as entertainment, interaction,
trendiness, customization, and perceived risk. Sano (2014) has identified the
components of social media marketing in the insurance services sector as interaction,
trendiness, customization, and perceived risk. Jo (2013) has denoted marketing
activities on social networks as events, information, and advertisement. In a similar
vein, Yadav and Rahman (2017) have categorized social media marketing activities as
interaction, trendiness, information, customization, and word-of-mouth
communication. For the purposes of this research, social media marketing activities
have been classified as entertainment, interaction, trendiness, advertisement, and
customization. Entertainment plays a vital role in stimulating participant behavior and
ensuring continued engagement, thereby fostering positive emotions towards the
brand among social media followers (Kang, 2005). Although the reasons for using
social media may vary, individuals place importance on content that captivates and
pleases them (Manthiou et al., 2013). In this regard, businesses should strive to
generate entertaining content that encourages a large number of individuals to like and
share it, thereby leveraging this advantage (Schivinski and Dabrowski, 2015). Social
media has emerged as the most current and up-to-date source of information for
customers (Hamid et al., 2016), as it allows for simultaneous sharing of information in
real time. Differing from traditional mass communication channels, social media
permits businesses to engage, share content, and collaborate with their customers
(Wang, 2012). By utilizing social media as an interactive communication platform
between businesses and customers, it is possible to obtain customers' requests, needs,
opinions, and suggestions regarding the product and brand in real time (Vukasovic,
2013). Additionally, trendiness, as another aspect of social media marketing activities,
entails providing customers with the latest and most current information about
products (Godey et al., 2016). Advertising, as a component, refers to the promotional
campaigns conducted by businesses on social media to increase sales and expand their
customer base. Research findings (Duffett, 2017; Alalwan et al., 2017) on the impact
of social media advertising on customers' perceptions and awareness have underscored
the significant role of advertising in social media marketing activities (Mangold and
Faulds, 2009). Customization, as another component, involves tailoring customer
satisfaction based on individual interactions between the business and its users (Ding
and Keh, 2016; Seo and Park, 2018). Firms on social media can convey the singularity
26
of their products and brands to customers through peer-to-peer communication.
Moreover, they can address individual issues and wield influence over customers'
product and brand preferences by making them feel valued.

Social media marketing activities are considered an effective marketing

communication method to capture the attention of consumers and enhance their
perception of social media communication marketing activities (Kim & Ko, 2012;
Bilgin, 2018; Yadav & Rahman, 2018; Chen & Lin, 2019). Kim and Ko (2012)
proposed five components of Social media marketing activities, including: (1)
Entertainment, (2) Interaction, (3) Trendiness, (4) Customization, and (5) Word of
Mouth.

● Entertainment

Entertainment is a social media marketing communication factor and is the

result of the exciting emotions of social media platform users (Agichtein et al., 2008).
Entertainment activities on the Internet and social media provide an interesting
experience, inspiring consumers to engage in brand communities on these platforms
(Chi, 2011; Manthiou et al., 2013; Ashley & Tuten, 2015). Entertainment can enhance
consumers' intention to purchase because it can create a sense of closeness to the
brand (Dessart et al., 2015).

● Interaction

Interaction on social media platforms generates interactive information through

sharing and exchanging information activities (Kim & Ko, 2012; Nelimarkka et al.,
2020). Interaction plays a role in encouraging consumers to create content (Fischer &
Reuber, 2011), thus enhancing their attitude toward the brand and intention to
purchase (Hajli, 2015).

● Trendiness

Trendiness is another characteristic of online marketing and is related to

providing updated information to consumers (Godey et al., 2016). Updating current
trends, product reviews, ideas, and opinions on product development build consumer
trust in the brand (Godey et al., 2016) and create a positive image of the brand for
consumers (Manthiou et al., 2013).

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 ● E- Word of Mouth

e-Word of Mouth (e-WOM) involves the positive spread of consumer speech

and communication information, whether from past, present, or future consumers,
about a company, product, or brand using social media as a tool to achieve business
goals (Hennig-Thurau et al., 2004). Information in electronic Word of Mouth (e-
WOM), whether negative or positive, profoundly influences buying preferences and
purchase intentions (Baker et al., 2016).

● Customization

Customization in the digital age refers to individuals interested in the messages

of their favorite brands and services that tailor responses to the needs of individual
consumers (Godey et al., 2016). Social media should be a place for consumers to
obtain interesting information and seek necessary information while freely expressing
their opinions (Kim & Ko, 2010), providing value to consumers, both individually and
as part of a group (Zhu & Chen, 2015). Customization allows access to potential
customers, builds trust, and enhances the intention to purchase (Martin & Todorov,
2010).

As a marketing tool, social networks offer significant opportunities to build

brand consumer relationships in marketing (Vukasovic, 2013). In recent years, many
businesses have seen social media as one of the most effective ways to communicate
and empower consumers to create distinctive brand identities and increase consumer-
brand communications (So et al., 2017). Hartzel et al. (2011) have noted that
interactive marketing strategies which are using social media links such as Facebook
and Twitter will positively affect brand image and create a leverage effect between
brand and consumer. The viral effect among social media users allows the brand to be
discussed and widely known among a large number of users (Kumar et al., 2007;
Sharma and Verma, 2018: 20). Tsimonis and Dimitriadis (2014) have revealed that
brand awareness is one of the major outputs expected from businesses' social media
marketing activities. The findings that pointed out by Fanion (2011) have shown that
social media is a significant tool in constituting and increasing brand awareness. Seo
and Park (2018) have found out that social media marketing activities in the airline
industry positively affect brand awareness and brand image.

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 The ultimate goal of social media marketing activities is to acquire new
customers, increase sales, strengthen word of mouth communication and create
customer loyalty (Tsimonis and Dimitriadis, 2014). Contrary to the traditional
branding paradigm (consecutive investments and directing the image through
controlled communication), social media communications actualize on a platform
where the limits are uncertain, and the businesses’ chances of intervention are very
limited (Kohli et al., 2015). The fact that these interactions are formed without
intervention of the business has increased the level of trust of the consumers. The
sharings about a product or a brand have risk but content that created by the customers
and peer to peer communication influence other consumers' purchasing decisions
(Sashi, 2012). Moreover, firms actively utilize these kinds of content and generated
information created by customers in social media marketing actions (So et al., 2017).
Hajli (2014) has found that social media influences customers' trust sentiment and
purchasing intent beyond easing interactions among consumers. In this sense, social
media is an efficient way of interacting with current and potential customers for
businesses and developing a positive brand image (Halligan and Shah, 2009; Fortezza
and Pencarelli, 2015). Duffett (2017) has determined that social media marketing
communications are influential on customer attitudes. İsmail (2017) has found that
social media marketing activities have an effect on brand awareness and brand loyalty.
Kim and Ko (2012) have found that social media marketing activities positively affect
customers' repurchasing behavior. Tatar and Erdoğmuş (2016) have stated that social
media marketing activities in hospitality business affect customers' brand awareness,
purchasing intentions and brand loyalty.

2.4. Social Media on Tiktok

2.4.1. The Social Networking Platform Tiktok

2.4.1.1. The App’s Rise in Popularity

TikTok, referred to as Douyin in China, is a digital platform established in

2016 that enables users to generate, uncover, and disseminate concise videos. As of
August 2020, it had amassed more than 600 million users and emerged as a globally
renowned social network application (Li, 2021). In the initial quarter of 2020
exclusive, TikTok was installed 315 million times (Susilo, 2020). Throughout 2021,
the TikTok application had accumulated a total of 656 million installations.

29
Particularly amongst children and adolescents, TikTok has emerged as the most
extensively employed application, with over 120 million active users on a monthly
basis in India (Christopher et al., 2020). These figures serve to underscore the
extensive prominence and expansion of TikTok as a social media platform.

Currently, TikTok employs an artificial intelligence (AI) algorithm to

determine the selection of videos customized for each user, taking into account their
demographic profile, videos they have liked or commented on, as well as videos they
have watched in their entirety. This algorithm bestows upon each user a distinctive
"for you" page that caters to their individual preferences (Wadhwa et al, 2020).
Moreover, TikTok not only enables interaction between users, but also actively
promotes engagement with content creators. Users are granted the autonomy to choose
the type of content they desire to consume or produce. The introduction of
"challenges" associated with specific audios motivates users to create their own
videos. For instance, a newly released song could inspire the creation of a dance
routine, prompting thousands of users to replicate the dance and subsequently
transform it into a trend. Similarly, users possess the capability to generate a prompt
video, such as "show me...", to which other users can contribute their own video
content. Videos on TikTok have the potential to evoke a range of emotions, be it
humor, fear, or sadness, and can encompass a diverse array of subjects, including
fashion, gaming, and cooking. TikTok caters to users' interests, provided the content
adheres to the app's established guidelines.

2.4.1.2. Tiktok’s Target Audience/ Demographics

With a staggering number of 689 million monthly active users, TikTok has
successfully managed to attract a diverse user base from various corners of the world,
thereby presenting an array of opportunities for businesses across different sectors to
engage in fruitful collaborations with influential individuals hailing from a staggering
155 countries (Oberlo, 2020). In the United States alone, TikTok boasts an impressive
figure of 100 million active monthly users, out of which a substantial 62% fall within
the age bracket of 10 to 29 years. Europe, on the other hand, contributes significantly
with its own million users, of which an overwhelming 58.5% surpass the legal age of
18. Additionally, when examining TikTok's global user demographics, it becomes
evident that there is a higher proportion of male users, accounting for 54%, while the
remaining 46% are comprised of female users.
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 2.4.1.3. Tiktokshop

With the advent of technology, TikTok has introduced a novel feature known
as TikTok Shop, thereby augmenting its popularity among a wide array of users due to
its multifaceted nature and captivating attributes. TikTok Shop, as the name suggests,
is a feature that enables online shopping and selling. Customers are able to easily
engage in shopping while utilizing the TikTok application. The shopping procedure
within this recent addition is remarkably uncomplicated. Nevertheless, there have
been instances where users have voiced their concerns pertaining to issues of trust,
transactional processes, and the responsiveness of customer service. Notwithstanding
these apprehensions, it has been discovered that TikTok Shop has had a positive
impact on both sales activities and purchase decisions. Various factors, such as sales
promotions, positive emotions, motivation, and price perception, have been
recognized as influential in impulsive buying behavior on TikTok Shop. Additionally,
it has been determined that the visual allure and feasibility of products on TikTok
significantly contribute to the perceived enjoyment and utility, thereby leading to
impulsive purchase intentions. All in all, TikTok Shop has emerged as a prominent
platform for online shopping; however, there remain areas that necessitate
improvement in order to bolster user trust and satisfaction

2.4.2. How Companies use Social Media to market

2.4.2.1. Company accounts and videos content

When embarking on TikTok marketing, it becomes evident that businesses

must establish an account, much like on other platforms. Presently, TikTok offers two
types of accounts: business and personal. Companies should commence by setting up
a TikTok business account, which grants access to supplementary features, analytics
tools, and advertising options. To create a business account, navigate to "Account
management" in the settings and transition to a Pro Account. This facilitates
businesses with access to analytics and insights. Determining the content to be posted
necessitates market research and an understanding of the target audience, in order to
generate suitable content for the ever-evolving TikTok platform. Familiarity with
prevailing trends, interests, and challenges on TikTok empowers businesses to create
content that aligns with the platform's culture and avoids breaching TikTok's
community guidelines. TikTok thrives on short video formats. Hence, companies

31
should concentrate on producing captivating and engaging short videos, encompassing
visually appealing imagery, compelling content, and captivating audio, capable of
capturing and retaining viewers within the initial moments. TikTok is currently
introducing various distinctive attributes, such as effects, music, and filters.
Integrating popular sounds and effects into content renders it seamlessly harmonious
with TikTok culture, thereby augmenting its shareability and engagement potential.

2.4.2.2. Promotional Pricing

Promotional pricing on TikTok encompasses the strategic implementation of

reduced rates, distinctive propositions, and exclusive proposals to captivate and
involve the platform's audience. Typically, businesses proffer limited-time discounts
as a means to generate a sense of urgency and prompt immediate action by presenting
time-constrained reductions on their products or services. The abbreviated video
format of TikTok is highly conducive to effectively conveying the pressing nature of
temporary promotions. Companies can fashion expedited discount codes that users are
able to redeem within a specified time frame. Flash sales, characterized by their brief
duration and noteworthy markdowns, can be publicized on TikTok so as to instill
enthusiasm and drive purchases. By offering exclusive promotional codes explicitly
advertised on TikTok, enterprises can evaluate the platform's efficacy in stimulating
sales. This approach also engenders a sense of exclusivity among TikTok users, as
they possess access to distinctive offerings. Furthermore, companies can devise
bundled propositions wherein multiple products or services are consolidated at a
reduced price. This approach fosters an inclination among users to make additional
purchases, thereby augmenting the average transaction value. Facilitating contests or
giveaways on TikTok, wherein users are afforded the opportunity to acquire
complementary products or exclusive discounts, can effectively generate fervor and
engender engagement. Frequently, businesses implore users to generate content, such
as incorporating a specific hashtag or creatively showcasing a brand, as a prerequisite
for participation in a contest.

2.4.2.3. Tiktok and Targeted ads

TikTok provides advertising solutions enabling corporations to execute

targeted advertisements in order to reach designated target audiences. The utilization

32
of targeted advertisements on TikTok is a fundamental component of organizations'
social media marketing strategies.

2.2.2.3.1. Ad Formats: The platform offers a variety of ad formats to cater to

diverse marketing objectives. In-Feed Ads, for instance, are concise videos that
manifest in users' "For You" feed. These ad formats may encompass interactive
elements such as hashtags and website links. Moreover, companies have the
opportunity to sponsor Branded Hashtag Challenges, thereby encouraging users
to create and distribute content centered around a specific theme. Additionally,
brands can develop and endorse their own customized augmented reality (AR)
effects, known as Branded Effects, which users can incorporate into their
videos.
2.2.2.3.2. Targeting Options: TikTok offers a variety of targeting options to assist
corporations in reaching particular demographics and interests. These options
include demographics, interests, and device and connection type.
Demographics allow for the targeting of advertisements based on factors such
as age, gender, location, language, and other demographic characteristics.
Interests enable the reaching of users based on their hobbies and preferences, as
determined by TikTok through their in-app activities. Lastly, device and
connection type allows for the targeting of users based on the specific device
they utilize and the nature of their network connection.
2.2.2.3.3. Custom Audiences: Companies have the ability to generate personalized
target groups on TikTok by uploading lists of customers, data of website
visitors, or data of user engagement. This feature facilitates a more accurate
focus on current customers or individuals who have engaged with the brand in
any manner.
2.2.2.3.4. Lookalike Audiences: Utilizing lookalike audiences facilitates the
endeavors of companies in broadening their scope to encompass users who
possess analogous attributes as their current customers. TikTok adeptly
discerns and concentrates on users who bear resemblance to the traits of the
bestowed seed audience.
2.2.2.3.5. Ad Placements: Brands possess the capability to select precise locations
for their advertisements, guaranteeing their manifestation in circumstances that
correspond with their marketing intentions. This encompasses the placements

33
 within the "For You" feed, TikTok's Discover page, and on individual user
profiles.
2.2.2.3.6. Ad Scheduling: TikTok affords companies the opportunity to arrange the
appearance of their advertisements at designated intervals or on specific days.
This characteristic proves advantageous in targeting audiences during periods
of heightened involvement or specific occurrences.
2.2.2.3.7.Performance Tracking: TikTok offers businesses the opportunity to
employ analytical tools in order to monitor and evaluate the efficacy of their
advertisements. These tools enable companies to track metrics such as
impressions, clicks, engagement rates, and conversion data, thereby facilitating
the assessment of campaign effectiveness.
2.2.2.3.8.Creative and Engaging Content: To optimize the impact of targeted
advertisements on TikTok, it is essential for companies to generate visually
captivating, imaginative, and compelling content. The content of these
advertisements should be consistent with the informal and entertaining nature
of TikTok, with the goal of captivating the attention of the audience.
2.2.2.3.9. Ad Optimization: By utilizing performance data, companies can
continuously enhance their ad campaigns. This may entail modifying targeting
parameters, refining the creative aspects of the advertisements, or reallocating
budgetary resources to placements that yield superior outcomes.

Through the utilization of TikTok's advertising platform and the

implementation of focused advertising strategies, corporations have the capability to
access their intended target demographic, augment the prominence of their brand, and
attain precise marketing goals on this widely acknowledged social media platform.

2.4.2.4. Tiktok and Influencer Marketing

Influencer marketing on TikTok is a popular strategy for companies aiming to

connect with the platform's engaged and diverse audience. Here's how companies use
influencer marketing on TikTok as part of their social media strategies:

● Identifying Relevant Influencers: Companies start by identifying

influencers whose content aligns with their brand, target audience, and
marketing goals. TikTok influencers come in various niches, so it's

34
 important to find those whose content resonates with the brand's
message.
● Building Partnerships: Once relevant influencers are identified,
companies reach out to build partnerships. This involves negotiating
terms, discussing content ideas, and ensuring that the influencer's style
matches the brand's image.
● Sponsored Content: Brands collaborate with influencers to create
sponsored content that promotes their products or services. This content
may include product reviews, unboxings, demonstrations, or creative
integrations of the brand into the influencer's usual content style.
● Branded Hashtag Challenges: Companies often leverage influencers to
kick off branded hashtag challenges. Influencers encourage their
followers to participate in a challenge related to the brand, creating a
viral trend and generating user-generated content.
● Product Placements: Influencers seamlessly integrate products into their
content, showcasing them in a natural and authentic way. This is often
more subtle than traditional advertising but can be highly effective in
reaching the influencer's audience.
● Contests and Giveaways: Brands collaborate with influencers to host
contests or giveaways. Influencers may ask their followers to engage
with the brand by liking, commenting, or sharing the content, creating
buzz around the giveaway.
● Influencer Takeovers: Companies allow influencers to take over their
TikTok account for a specified period. During the takeover, influencers
create and share content on behalf of the brand, providing a fresh
perspective and reaching a new audience.
● Affiliate Marketing: Some influencer partnerships involve affiliate
marketing, where influencers receive a commission for sales generated
through their unique affiliate links. This incentivizes influencers to drive
conversions and can be a cost-effective model for companies.
● Performance Tracking: Companies use analytics tools to track the
performance of influencer marketing campaigns. Metrics such as
engagement rates, views, shares, and conversions help evaluate the
effectiveness of the collaboration and inform future influencer
partnerships.
35
 ● Building Brand Credibility: Partnering with influencers can enhance a
brand's credibility. Influencers often have a close and authentic
connection with their followers, and their endorsement can lend
trustworthiness to a brand.
● Negotiating Compensation: Compensation for influencers can take
various forms, including flat fees, free products, or a combination of
both. The negotiation process involves determining the scope of work,
deliverables, and fair compensation for the influencer's time and reach.
● Long-Term Relationships: Building long-term relationships with
influencers can lead to ongoing collaborations, allowing the brand to
establish a consistent presence in the influencer's content and maintain a
sustained connection with their audience.

By incorporating influencer marketing into their TikTok strategies, companies

can tap into the creativity and authenticity of influencers to reach and resonate with
the platform's diverse user base. This form of marketing can be particularly effective
in building brand awareness and driving engagement on TikTok.

2.4.2.5. Sales Livestreams

Sales livestreams on TikTok have emerged as a prevalent and efficacious

approach for enterprises seeking to actively engage with their target demographic in
real-time and propel sales. The subsequent elucidation delineates the methods by
which enterprises employ sales livestreams on TikTok:

● Live Product Demonstrations: Enterprises employ livestreams to

manifest their merchandise in operation. This may encompass live
demonstrations, unboxing, and hands-on presentations, thereby
affording viewers an exhaustive comprehension of the characteristics
and merits of the products.
● Q&A Sessions: Livestreams furnish an avenue for enterprises to directly
interact with their audience. By hosting Q&A sessions, viewers can pose
inquiries regarding products, services, or even the brand itself. This
direct engagement fosters trust and transparency.
● Limited-Time Offers and Flash Sales: Companies frequently utilize
livestreams to declare time-sensitive promotions, spontaneous sales, or

36
 exclusive markdowns, thereby instilling a sense of urgency. The
immediate nature of livestreams stimulates prompt action from
spectators.
● Collaborations with Influencers: To expand the potential viewership and
create an engaging and captivating experience, corporations may form
partnerships with TikTok influencers to co-host livestreams. These
influencers attract their own followers to the livestream, consequently
expanding the audience.
● Announcing New Product Launches: Livestreams serve as an
exceptional platform for unveiling and introducing novel products. By
disclosing details and features in real-time, companies are able to
cultivate anticipation and enthusiasm.
● Promotional Giveaways and Contests: Livestreams present an
opportunity to host promotional giveaways and contests, thereby
providing a chance for viewers to participate through commenting,
sharing, or engaging with the stream in order to have a shot at winning
prizes.
● Engagement through Comments: By actively responding to comments
and inquiries from viewers during the livestream, companies engage
with their audience in real-time, nurturing a connection between the
brand and its viewership.
● Linking to E-Commerce Platforms: TikTok offers functionalities that
enable companies to directly link their e-commerce platforms or product
pages during livestreams, thereby facilitating a seamless integration that
simplifies the process for viewers to make purchases.
● Measuring and Analyzing Performance: Companies employ TikTok
analytics to evaluate the performance of their livestreams, utilizing
metrics such as concurrent viewers, engagement rates, and conversion
data to assess the effectiveness of the livestream and inform future
strategies.

By capitalizing on the interactive and immediate characteristic of TikTok

livestreams, enterprises possess the ability to generate captivating shopping
encounters, cultivate brand devotion, and stimulate sales directly within the platform.

37
The amalgamation of amusement and trade renders TikTok livestreams an influential
instrument for societal commerce.

2.5. Brand Awareness and Brand Image

2.5.1. Brand Awareness

Brand awareness refers to the level of consumer recognition, acceptance, and

recall of a brand in any case (Percy and Rossiter, 1992; Perreault et al., 2013: 199).
According to Aaker (1991:61) brand awareness is “the ability of a potential buyer to
recognize or recall that a brand is a member of a certain product category”. Keller
(2009) has stated that brand awareness is about track or crowd power in consumers’
memories that reflect consumers' ability to remember or recognize a brand in different
conditions. Brand awareness reduces the time and risk that consumers will spend
searching for the product that they will buy (Verbeke et al., 2005: 7). In this respect,
consumers are expected to choose the brand that they have information. Aaker (1996:
10-16) has stated that brand awareness consists of four levels: brand recognition,
brand recall, top of the mind brand and dominant brand. Brand recognition is
associated with brand familiarity of the consumer while brand recall is the thinking
the brand at first when a range of product is introduced (Farjam and Hongyi, 2015).
Being a brand that comes to mind at first refers to becoming the most aware of brand
in product category. The level of brand dominance refers to the level at which the
brand replaces the product category (Aaker, 1996: 15).

2.5.2. Brand Image

Brand awareness is a reflection of a brand’s concrete indicators such as name,

sign, symbol, and slogan, while the brand image is brand's position in the consumer's
mind beyond these signs. Iversen and Hem (2008) have stated that the brand image
represents consumers' personal symbolism consisting of all the definitions and
evaluations related to the brand. Keller (2009: 143) has defined brand image as
"consumer perceptions of and preferences for a brand, as reflected in various types of
brand associations held in consumers' memory." The brand image contains
information and ideas that a consumer has about the different products of the brand
and the features of the product (Lee et al., 2011). The mental image that consumers
have about a brand has formed as a result of marketing communication, consumption
experience and social effects (Riezebos, 2003: 63). The effect of these factors on
38
consumers’ minds influence consumers' attitude towards brand and trust (Yang et al.,
2011) and the effect of brand messages on consumers’ mind (Selnes, 1993).

CHAPTER 3: CURRENT STATUS OF SOCIAL MEDIA MARKETING ON

THE TIKTOK PLATFORM OF MEMON JOINT STOCK COMPANY.

3.1. Formation and development

3.1.1. Formation and development

Table 3.2: Information about Memon Joint Stock Company

Company English Name MEMON JOINT STOCK

COMPANY

Company Vietnamese Name Công ty Cổ Phần Memon

Tax ID 0109359397

Phone number 039 6978118

Address No. 80, Lane 108, Group 15,

Street 70, Kien Hung Ward, Ha Dong
District, Hanoi

Representative Nguyen Phuong Hoa

Established date 30/09/2020

Website memon.vn

Email Address memon.vn@gmail.com

39
 In the year of 2012, two students in the field of Commerce, who possessed a
profound passion for the endearing realm of plush animals, embarked on their journey
by inaugurating a petite establishment in Hanoi. This establishment catered to
individuals who derive solace and ardor from these adorable stuffed animals. Their
mission was not confined to mere retailing, but also involved the dissemination of
their passion and affection for this delightful world.

By the year 2020, Memon assumed its official status and underwent a
transformation, evolving into a reputable entity that specializes in the production and
provision of products associated with plush animals. The month of September,
signifying the anniversary of the commencement of this startup venture, represents a
momentous stride for Memon within the market. Boasting a total of four store systems
in Hanoi, Memon functions not only as a haven where enthusiasts of stuffed animals
can procure high-quality merchandise, but also as a destination for boundless
creativity and sweetness.

Through unwavering endeavors and ingenuity, Memon has broadened its scope
within the market to encompass a network of eleven agents throughout the country.
Among these agents, there are a total of eight Gau Bong Online brand stores in Hanoi
and Ho Chi Minh, where Memon's passion assumes the status of a shared delight
amidst the community of plush animal enthusiasts. Not only has Memon preserved its
position within the realm of traditional retail, but it has also confidently expanded its
business operations on e-commerce platforms and social networks. This expansion has
enabled the brand to transcend geographical boundaries and reach individuals who
adore stuffed animals, offering them a convenient and pleasurable shopping
experience.

Since its inception, the company has been guided by the principle of
sustainable development, encapsulated by the motto: "Be the first. Always." This
motto serves to affirm the company's objective of leading in terms of both service and
product quality. In pursuit of becoming a dependable companion for customers,
Memon, in conjunction with the Online Teddy Bear brand, consistently strives to
deliver a joyful experience to customers, actively providing the most impeccable
services.

40
● Diverse products to serve the diverse needs of customers: Bouquets of stuffed
animals, Trendy teddy bears: Lotso, Loopy,... in many different sizes, key
chains, neck pillows, blankets soft.
● Commitment 100% The product inside is stuffed with white, elastic grade 1 PP
cotton. The stuffed animal's outer shell is not ruffled or shed, does not cause
skin and respiratory allergies, and has smooth fur that has been washed many
times without fading. color.
● Reasonable prices, high discount policy up to 40% and good customer care
● Attentive, friendly and professional service, with many free service packages:
gift wrapping, vacuum sealing, card writing,...
● Attractive warranty policy: Free return within 3 days, teddy bear warranty
within 6 months and lifetime thread warranty.

3.1.2. Organizational structure

3.1.2.1. Organizational chart of the company apparatus and management

Figure 3.1:Organization of the company’s managenment apparatus

Source: Compiled by the author

3.1.2.2. Functions and duties of departments

● Board of Directors: Including Director and Deputy Director

- the Director assumes the role of the primary capital-contributing
member of the company. In addition to overseeing the business
activities, the Director provides essential services for the company. The
Deputy Director, assigned and authorized by the Director, serves as an
assistant to the CEO of the company. This position entails being
41
 accountable to the Director for the tasks that have been assigned and
delegated. Furthermore, the Deputy Director is one of the two capital
contributors of the company..
● Marketing Department:
- Market research: Conduct comprehensive market research to gain
insights into customer preferences, behaviors, and trends pertaining to
teddy bears. Evaluate competitors and ascertain opportunities and
challenges within the market.
- Product positioning and branding: Identify and enhance the positioning
of teddy bear products within the market. Develop and oversee the
management of the brand image to establish a distinctive identity for the
company.
- Product launches and promotions: Strategize and execute product
launches for novel teddy bear designs. Create advertising campaigns to
generate enthusiasm and curiosity among potential customers.
- Digital Marketing: Effectively manage the online presence through
digital marketing channels such as social media, email marketing, and
online advertising. Utilize digital platforms to expand the reach to a
broader audience and attract customers.
- Content creation: Generate captivating and pertinent content for various
marketing channels. Produce product descriptions, storytelling, blog
posts, and other materials to showcase the distinctiveness of the teddy
bear product.
- Ecommerce Marketing: Implement strategies to amplify traffic to the
company's online store. Optimize product listings and ensure a positive
online shopping experience for customers.
- Event planning and promotion: Coordinate and partake in events, trade
shows, and promotions related to teddy bears. Collaborate with retailers
and partners to execute joint promotional endeavors.

● Accounting Department: is a professional department that assists the

Company's Director in carrying out the Finance - Accounting tasks, with the
aim of effectively managing the Company's capital. It is responsible for
generating periodic accounting reports and analyzing the Company's economic
activities, such as cost, efficiency, and profit, in order to ensure the proper
42
 collection and payment of budget, as well as the preservation and growth of
capital. Moreover, the Accounting Department plays a crucial role in
organizing, gathering, processing, and providing economic information for
management purposes. This allows for the monitoring of plan implementation,
as well as the supervision of asset, material, and capital management and
usage, with the ultimate goal of proactively driving business and financial
operations.
● Human Resources Department:
- Implementing the recruitment of competent individuals in accordance
with the demands and strategic objectives of the organization is crucial.
- Coordinating and collaborating with other departments is essential for
effective human resource management, training, and retraining.
- Organize the management of human resources throughout the company
- Develop salary and bonus regulations, measures to encourage and
stimulate employees to work, implement regimes for employees in the
company
● Sale Department:
- Identify and focus on potential clientele who display an interest in the
product.
- Manage the procedure of order completion to ensure precise and timely
processing.
- Engage in communication with customers in order to comprehend their
desires and preferences, furnish them with information regarding
products, pricing, and promotional offers.Engage in negotiation with
customers in order to secure sales.
- Document sales and collaborate closely with the Marketing department
to adapt sales strategies in accordance with marketing campaigns.
- Resolve inquiries and extend pre- and post-sales assistance to
customers.
● Supply and Inventory Management Department:
- Sourcing, identifying and establishing relationships with reliable
suppliers of raw materials used in teddy bear production. Negotiate
terms and conditions with suppliers to ensure cost effectiveness and
quality

43
 - Analyze historical sales data, market trends and other factors to predict
future demand for teddy bears.
- Plan production to meet teddy bear demand forecasts and coordinate
with production team to optimize resources and ensure timely
production.
- Monitor and manage teddy bear inventory to prevent overstocking or
out-of-stock situations.
- Conduct regular inventory checks and cycle counts to maintain
accuracy.
- Organize effective storage space in the warehouse.
- Implement appropriate handling and storage procedures to protect teddy
bear products.
- Develop effective teddy bear distribution strategies for retailers or
directly to customers.
- Minimize lead time and ensure timely delivery.
- Work closely with the sales team to understand promotional activities,
new product launches and market trends.
- Adjust inventory levels to meet changing demand based on marketing
and sales initiatives.
- Optimize inventory levels to reduce shipping costs.
- Ensuring the quality of raw materials and finished teddy bear products.
Implementing quality control measures at different stages of the supply
chain.
- Identify potential supply chain risks, such as supply chain disruptions or
demand fluctuations.
- Develop strategies to minimize risk and ensure continuity in teddy bear
supply.

3.1.3. General introduction about company products

Memon sells stuffed animals for children and people aged 18-25 years old such
as: Giant Teddy Bears, Teddy Bear Bouquets, trending teddy bears in many diverse
sizes: Teddy bears Loopy, Lotso, stuffed animal neck pillows, stuffed animal blankets,
stuffed animal decorations, etc.

44
 3.1.3.1. Customer Portraits

● Demographics:
- Age: Diverse, but mainly teenagers and adults (13-26)
- Gender: All genders
- Location: Throughout Vietnam, mainly in urban areas including Hanoi
and Ho Chi Minh City
- Occupation: Diverse, including pupils, students, new workers
- Income: over 3 million VND/month
- Commonly used social network channels: Facebook, Instagram, Tiktok
● Interest:
- Teddy bear collectors: People who are passionate about collecting teddy
bears as a hobby
- Gift buyers: People looking for unique, cute gifts for special occasions
- Trend followers: People who buy teddy bears just because there are so
many people buying them creating a trend craze.
● Personality/behavior:
- Teddy bear collectors: People who have a strong attachment to teddy
bears, have beautiful memories with them, or are people who are
looking for unique teddy bears from materials to designs.
- Gift buyer: Is a psychological person who cares about the gift recipient,
has the desire to conquer them with cute things, and likes to receive
compliments from the gift recipient.
- Trend follower: A person who uses and is influenced by strong social
networks, wants to own products that are being used by many people, or
hot products on social networks.
● Challenges and pain points:
- Not confident about product quality
- Not trusting the brand
- High price and shipping fee
- Delivery takes a long time when the recipient is in small provinces
- There is no express delivery
- There is no product suitable for customer preferences

45
 3.1.3.2. Introducing products advertised on the Tiktok Platform

With the customer portrait in the above section and capturing customer
psychology on the entertainment platform with funny and creative short videos,
Memon has selected products to advertise on the Tiktok platform according to the
following categories:

● Best selling products: Teddy Bear Flower Collection, Cotton Rings, Teddy
Bear,...
● Trending products (hot): Loopy teddy bear, Lotso bear, Teddy bear flower,
Loopy sleeping pillow, fruit rabbit teddy bear, ....
● Potential products: Teddy bear pillows, blankets, Christmas trees, Christmas
bouquets,...

3.1.4. Memon’s performance in the period of 2021-2023

Table 3.3: Business results of the in the period of 2021-2023

2021 2022 2023

Sales Online Total 8.491.971.856 19.877.332.293 27.656.395.164

Revenue

Total Cost 6.368.978.892 16.100.639.167 22.954.807.992

Total Profit 2.122992964 3.776.693.136 4.701.587.178

before Tax

System of Total 13.510.787.982 17.526.594.750

14.665.876.331
stores in Hanoi Revenue

Total Cost 10.943.738.275 12.026.018.591 14.897.605.544

Total Profit 2.567.049.717 2.639.857.740 3.776.693.136

before Tax

46
 HCM Stores Total 3.693.463.277 9.765.718.053 15.058.636.302
Revenue

Total Cost 2.991.705.254 8.007.888.803 12.498.668.131

Total Profit 701.758.023 1.757.829.250 2.559.968.171

before Tax

Source: Company Accounting Department

The company's business results table shows that the company's revenue has
increased over the years. In 2021, the Online Sale Department is selling on e-
commerce platforms such as Shopee and Tiki, which have only been developed since
March. The total revenue earned is lower than the system of stores in Hanoi. Also in
2021, due to the impact of the Covid-19 epidemic, the company's operations at stores
are a bit stagnant, especially stores in HCM with the lowest revenue and previous
profits. Tax is 701,758,023 VND. In 2021, the revenue growth rate of the Online Sale
department compared to 2021 is 57.3%, which is a leap forward because in 2022, the
Online Sale department will not only sell on e-commerce platforms and websites but
also open expanded to integrated sales entertainment platforms: Facebook, Instagram,
Tiktok,.... In addition, the teddy bear trend is increasingly vibrant in the Vietnamese
gift market with the birth of a series of New designs and shapes create feverish trends
for target customers. Not only that, 2022 is the year the epidemic has been controlled,
the trend and demand of buyers is increasing rapidly but they tend to buy more online,
so this is also understandable for the revenue of the Online Sales department. rapid
growth. In 2023, the company began to become more stable, entertainment platforms
developed more features for sellers, so the Online Sale department reached a revenue
of 27,656,395,164 VND, a growth rate compared to 2022 is 28.1% with pre-tax profit
higher than 2 store systems in Hanoi and HCM.

3.2. Current status of Social Media Marketing on Tiktok Platform

Social Media Marketing has been confirmed and carried out by Memon JSC on the
TikTok platform since September 2022, through the TikTok channel:

 Channel Name: Shop Shop Gau Bong Online

47
  TikTok ID: Shop Gau Bong Online
 Category: Shopping & Retail
 Followers: 16,300
 Likes: 223,100
 Number of Posts: 335 videos

Figure 3.2: TikTok Chanel: Shop Gau Bong Online

Source: TikTok Platform

3.2.1. Current status of Social Media Marketing Process and Social Media
Marketing Activities on TikTok Platform

3.2.1.1. Indentifying Target Viewers, Potential Customers, and

Objectives.

The first step in the TikTok social media marketing cycle for Memon JSC is to
Identify the target vỉewers, Potential customers, and Objectives. This is a crucial step in
building an effective strategy. Here are some evaluations for this step:

- Identify target viewers:

 Overview: Clearly defining the target viewers helps focus advertising efforts and
reach the right audience, optimizing costs and increasing conversion opportunities.
However, accurately identifying the target viewers may require in-depth market
research to understand the interests, behaviors, and expectations of potential
customers.
 Memon JSC has identified a primary target audience on the TikTok platform as young
people and teddy bear collectors. Statistics show that the company currently has
around 16.300 followers on its TikTok page. The follower count is stable and
competitive within the same niche on TikTok. Still, considering expanding the target
audience may enhance diversity and growth potential.
48
 - Identify Potential Customers:

 Overview: Understanding the potential customer group helps create relevant and
engaging content, reducing the risk of misunderstanding or opposition from
consumers. The teddy bear market can be diverse, ranging from children to teenagers
who are teddy bear enthusiasts. Understanding the requirements and expectations of
each customer group is crucial.
 Memon Joint Stock Company has conducted an in-depth analysis of the interests and
demands of potential customers, creating suitable and engaging content, especially on
TikTok. Teddy bears are a trending item among young people, particularly the Gen Z
generation, who are always trending. The potential customers for the company are
mostly young individuals aged 13-26, interested in teddy bear products. They may be
looking to purchase teddy bear products as gifts or influenced by the recent teddy bear
trend.
 Currently, the targeted approach has strengthened engagement, creating a loyal fan
community for teddy bear products. The company needs to continue monitoring
feedback to adjust the strategy over time.

- Set Objectives:

 Overview: Setting specific objectives helps shape the strategy and measure
performance. Objectives can include increasing the number of followers, boosting
sales, or enhancing interaction on the page. Objectives need to be reasonable and
achievable, and they should be linked to other indicators such as ROI to ensure
strategy effectiveness.

Currently, the company has reached a follower count of 16,400, marking a substantial
1,540% increase compared to December 2022. This is a positive indicator, demonstrating the
audience's interest and engagement. For this year, Memon has set a goal to further increase
the follower count to 30,000 within the next 6 months. Additionally, the company aims to
enhance the conversion rate from views to followers for the TikTok channel Shop Gau Bong
Online, which currently stands at 1.23%, with a target to raise it to 1.5% in the near future.
These goals are realistic and measurable. The company needs to consistently monitor
performance and adjust strategies as necessary to ensure the achievement of these objectives.

3.2.1.2. Determine the Memon’s direction

- Find more target customers

 Objective overview: The goal of Memon JSC is focused on expanding the
customer base, increasing product awareness, and ultimately boosting sales. To
achieve this objective, the company has implemented several specific and
effective strategies.
 Implemented Strategies:
o Special promotions and offers: Memon successfully attracted customer
attention through special promotions and offers. These programs not

49
 only stimulated shopping but also created exclusive deals, attracting and
retaining customers.
o TikTok advertising:Enhancing advertising on the TikTok social media
platform is a smart strategy, especially with a target audience that is
young and trend-savvy. The company has successfully created engaging
and trendy content about stuffed animals, enhancing brand awareness
and capturing the attention of a large online audience.
o Customer care: Strengthening customer care is an integral part of the
strategy. Memon has established excellent customer support services,
ensuring customer satisfaction and building trust in their products.
o Surveys and feedback: Conducting surveys and collecting feedback
from customers to understand their needs and desires. This data is then
utilized to adjust marketing strategies and improve products.
- Objective: Increase brand recognition
 Objective overview: Memon JSC aims to increase brand awareness by 40%
within 12 months through a comprehensive branding strategy. This is crucial
for building a strong brand image and capturing the attention of the target
viewers.
 Implemented strategies:
o Creative and unique advertising campaigns: Investing in the
development of creative and unique advertising campaigns, especially
during special occasions such as holidays, Valentine's Day, November
20th, Christmas, etc. As teddy bears are often used as gifts, branding
during special occasions helps the brand stand out and create a lasting
impression in the minds of customers.
o Outstanding and trending TikTok content: Creating exceptional and
relevant content related to the company's teddy bear products on the
TikTok platform. This helps build a knowledge base and increase
interaction. The content focuses on the brand story, core values, and
unique features that highlight the products.
o Brand events and activities: Participating in teddy bear events and
organizing brand activities to create a presence and interact directly with
the community. The company's offline activities often occur on special
occasions to spread awareness of the brand's teddy bear products.

50
 These comprehensive strategies align with Memon’s objectives, addressing
both sales growth and brand recognition. Regular evaluation and adjustment based on
performance metrics will ensure continued success in achieving these objectives.

3.2.1.3. Content Plan for Tiktok Socila Media Marketing on TikTok

The TikTok channel of Memon Joint Stock Company is named Shop Shop Gau Bong
Online03, initiated and started sharing content related to the company's stuffed animal
products from June 2022. The social media marketing activities on TikTok are divided into
two main categories: branding and sales. The primary objectives of these activities are to
increase brand awareness and enhance the brand image, thereby positively influencing
consumer purchasing behavior. With goals like these, the activities on the TikTok channel:
Shop Shop Gau Bong Online, are specifically deployed around the following themes. From
September 2022 to December 2023, a total of 335 videos have been uploaded. These videos
are categorized into three main streams: Branding videos, Sales videos and Livestream.
Details about these two video streams on the company's TikTok channel are elaborated
below:

3.2.1.3.1. Branding Video Stream

Table 3.4: Branding Video Stream Content Plan

Themes Content Direction Implementation Frequency

Store Imagery Showcasing visuals Posting short videos 3 videos per

and Shopping of the store and depicting regular week or for any
Space shopping space. situations within the store, significant
capturing interactions store-related
with customers and events.
employee reactions.

Love Stories Illustrating the Utilizing romantic scripts, 2 videos per

and Stuffed romance and gentle music, and special week,
Animal Gifts meaning behind effects especially
stuffed animal gifts during holidays
in relationships. and important
occasions

51
 Introduction of Sharing the Uploading videos themed 1-2 videos per
Product significance, around the product week
Collection messages, and collection to reach
emotions associated potential customers.
with using the
product collection.

Source: Collected by the author

According to the Branding plan, TikTok videos are structured around three
main themes. The first theme revolves around the image of the store and the shopping
space. These videos, lasting approximately 60 seconds, showcase amusing situations
at the Shop Shop Gau Bong Online store. This theme contributes to branding the
store's image for consumers, and the results indicate positive engagement from
viewers. The highest interaction was observed in this theme, with 160 thousand views
and 4500 likes for a particular video.

The second theme, also a primary focus of Branding activities, is the "Love
Story and Teddy Bear Gift" theme. A stuffed animal is not only a cute and collectible
item but also an excellent suggestion for gift-giving in a relationship. Videos in this
theme build content based on romantic love stories originating from these teddy bears.
This theme has contributed to branding the company's products as thoughtful gifts for
special people.

The third theme introduces the significance of the product collection. These
videos are posted on occasions when the company launches new products, especially
during significant events like holidays, October 20th, November 20th, Christmas, etc.
The content of these videos shares the meaning and message of the products,
contributing to reaching potential customers likely to purchase the products.

3.2.1.3.2. Sales Video Stream

Table 3.5: Sales Video Stream Content Plan

Themes Content Direction Implementation Frequency

52
 New Product Introducing new Videos introducing the 2 videos/week
Introduction products and design and applications (quantity varies based
outstanding of new products. on new product
features. releases).

Special Announcing Short, creative videos 2 videos/week,

Discount promotional utilizing music and especially during
Offers programs and effects to enhance advertising
discount offers. interest. campaigns and
promotional periods

Unboxing Displaying the Authentic videos share 4 videos/week

unboxing process the unboxing
of new products experience, giving
initial product reviews.

Source: Collected by the author

The Sales Video Stream focuses on creating content to stimulate immediate

shopping activities. The first theme in this initiative is the introduction of new
products. Introducing new products on TikTok brings a fresh and exciting atmosphere,
creating a special point to stimulate curiosity and interest from the audience. These
videos provide a unique interactive experience, describing in-depth the features and
advantages of the product, helping the audience better understand the true value it
offers. The videos are posted with a frequency of 2 videos/week (quantity varies
depending on the number of new products).

The second theme is Special Discount Offers. This theme is an effective way to
attract attention and stimulate shopping actions from the audience. Engaging content
and catchy slogans enhance positive influence on viewers' shopping decisions. Special
Discount Offer videos not only convey the message of saving value but also create a
sense of urgency and excitement for viewers. The use of lively sound effects and
visuals in discount videos highlights the product and generates a sense of interest.

53
Through special discounts, viewers feel privileged and have the opportunity to enjoy
immediate benefits. Integrating discount codes or special offers in videos stimulates
interaction and supports the conversion from interest to shopping action. Regularly
maintaining a posting schedule helps keep the content fresh and attracts attention.
Finally, sharing detailed information about discount periods, limited quantities, or
applicable conditions creates competition and urgency, prompting viewers to make
purchases during the discount period.

The third theme is Unboxing. The Unboxing theme on TikTok for stuffed
animals creates a unique and appealing experience for the audience. Unboxing videos
not only introduce the product but also provide a realistic feeling as if viewers are
directly unboxing the stuffed animals. Maintaining a natural camera angle and using
music, visuals, along with detailed descriptions and emotional value of each stuffed
animal, simultaneously enhances the attractiveness of the video. Through Unboxing,
viewers have the opportunity to understand more about the special features of the
product and perceive the added value that each stuffed animal brings. Keeping the
video length short and posting regularly helps maintain freshness and attract the
audience. Moreover, inviting viewers to share their feelings and opinions about the
stuffed animals creates positive interaction and builds a community of stuffed animal
enthusiasts. Finally, connecting videos with the brand through logos and shopping
guides enhances awareness and convenience for the product sales process.

3.2.1.3.3. Livestream

Livestream activities on the company's TikTok channel serve as not only a crucial
part of the communication strategy but also a vital tool in attracting and retaining potential
customers. The primary goal of organizing Livestream is to create a direct interactive
experience with the online community, thereby boosting the conversion rate of successful
orders. Livestream sessions are held daily between 8:00 PM and 10:00 PM to optimize
connection with the target customer base. Each Livestream session involves at least one main
livestream host and one support person, creating diversity in content and providing a
comprehensive and enriching experience for the audience.

During Livestream sessions, the main livestream host typically introduces new
products, highlighting their design and applications. They may delve into detailed discussions
about each product, providing accurate and useful information to create a vibrant shopping
experience through the audience's mobile devices. Additionally, the Livestream support
person is often tasked with answering questions from the audience, engaging with them
directly, and even performing small demonstrations to enhance the entertainment and interest
of the content.

54
 For Livestream sessions, the company can focus on introducing new products,
announcing special promotional programs, and leveraging advertising events to enhance
interest and interaction from the audience. High-quality visuals and sound must be ensured,
and the use of effective techniques such as effects, music, as well as direct interaction with
the audience through other social media channels like comments and hashtags, will help
enhance the effectiveness of each Livestream session. Livestream is not only a means to
convey product information but also an opportunity to build and strengthen relationships with
customers, thereby achieving the goal of increasing sales and building an online community.

3.2.1.4. Check, Evaluate, and Adjust

The company has established a regular monitoring and evaluation process to

ensure tracking performance and adjusting strategies. The key performance indicators
(KPIs) for the effectiveness of Memon JSC’s Social Media Marketing (SMMA) on the
TikTok platform are detailed in the table below:

Table 3.6:Performance Indicators For The Effectiveness Of Memon Joint Stock

company’s Social Media Marketing

N SMMA on Detail
o TikTok

1 Activities  View Count: Average of 54,100 views per video.

on TikTok The highest-viewed video reached 4 million views.
 Interaction Metrics: 222,100 total likes, 3,500 total
comments, and 6,600 total shares. The average
interaction rate is calculated as {(Likes + Shares +
Comments) / Views} = 1.3%. There were a total of
318 comments in a month, and 67% of them were
positive comments.
 Conversion Rate: The conversion rate from views
to followers on the TikTok channel Shop Shop
Gau Bong Online03 is currently 1.23%.

2 Sales Purchase Volume:

Activities
 Total purchases for the products amount to 13,176.
 The product with the highest purchase volume is

55
 the Teddy Bear Bouquet, with a purchase count of
up to 5,088.

Revenue:

 The average monthly revenue is 231 million VND.

 During special advertising campaigns, the revenue
reached a peak of 363,753,672 VND per month.

Direct Customer Feedback:

 Direct feedback from customers is substantial,

with 94% of opinions correlating with purchase
decisions.
 A commendable 89% of customer reviews are
positive, indicating high satisfaction levels with
both the products and the shopping experience.

3 Livestream  Average Viewership per Live Session: The

average number of viewers per live session is 16.
 Weekly Livestream Duration: The company
conducts Livestream sessions for an average of 14
hours per week.
 Average Revenue per Live Session: The average
revenue generated per Livestream session is
786,530 VND.

Source: Collected by the author

Results of the company's social media marketing activities on the TikTok

platform from June 2022 to December 2023

56
 Table 3.7: Results of the company's social media marketing performance
indicators

Indicators Result

Reach Total view 17.4M views

Total followers 16.400 Followers

Interaction Number of likes 222.100

Number of comments 3500

Number of shares 6600

Average Views 54.100 views

Branding Number of Hashtag 63.4M views

Source: Collected by the author

With the company's social media activities on the TikTok platform, the metrics
show positive results. The Shop Shop Gau Bong Online TikTok channel achieved a
total of 17.9M views and gained 16.4 thousand followers from June 2022 to
December 2023. The reach metrics are considered promising and have the potential
for future growth. However, compared to TikTok channels with similar themes and
content, the metrics are still relatively low. In terms of interaction metrics, the average
views per video are 54,100 views. The total likes for the posted videos are 222,100,
with a total of 3,500 comments and 6,600 shares. Compared to views, the interaction
metrics for comments and shares have a relatively low proportion. The majority of
viewers on the TikTok channel tend to scroll through content, and the company has
built content to reach viewers, but it lacks the appeal to capture the audience's
attention.

57
 The hashtag #Shop Shop Gau Bong Online has reached a total of 63.4 million
views. These figures indicate that the company's social media activities on TikTok,
particularly in terms of brand awareness and brand image, have not been effective and
have not achieved the goals set by the company.

3.2.1.5. Overall evaluation

The company's Social Media Marketing (SMMA) process has been established with
the primary goal of optimizing communication effectiveness on the TikTok platform. With
the outlined steps, the author provides an overall assessment of each process:

In the first step, the company executed this step meticulously and in detail. Clearly
defining the target audience, their characteristics, and desires helped the company focus on a
group of viewers likely to convert into potential customers. This optimization of content and
marketing strategy catered to the specific needs of the target audience.

In the second step, the process clearly defined goals and shaped the communication
strategy on TikTok. This clarity established specific objectives that the company aims to
achieve through the SMMA campaign. The emphasis on building and reinforcing brand
image, increasing interaction, and converting orders has formed a clear direction for the
company.

In the third step, the company approached this step strategically, constructing content
that accurately reflects the product's value and features. The proposed timing plan was
reasonable, offering flexibility to seize sudden opportunities. Calculating post durations and
frequencies has created consistency and continuity in the communication strategy.

In the last step reflects the company's focus on monitoring and evaluating
performance. Metrics such as views, interactions, and revenue were regularly checked to
ensure the strategy was on the right track and could be adjusted flexibly based on actual
results. This flexibility allows the company to adapt quickly to market changes and ensures
optimal performance. The company's SMMA process has demonstrated professionalism and
strategic thinking. The combination of understanding the target audience and closely
monitoring metrics has resulted in a robust and flexible communication strategy on the
TikTok platform.

3.2.2. Qualitative research

To better understand the company's Social Media Marketing activities, the author
conducted an in-depth interview with the Marketing Director of Memon Joint Stock
Company - Mr. Nguyen Thanh Trung with the following questionnaire:

Table 3.8: Questionnaire and interview answers

Interview questions Interview answers

58
 Question 1: Please tell us
what the current target customer
group of your company's TikTok
channel is?
Question 2: How
important do you feel is Social
Media Marketing on the TikTok
platform for your company?
Currently the company is operating on a
TikTok channel called Shop Gau Bong Online.
The current target customers of TikTok Shop
Gau Bong Online channel are young people
aged 13-26 years old in Vietnam, usually
students and new workers with hobbies related
to teddy bears or want to choose a cute, unique
gift for special occasions. In addition, the
channel's target customers are also people who
like to buy things according to trends, because
most of the products on the channel are hot
products and trends in the stuffed animal
market.
- SMM on entertainment platforms,
especially on the TikTok platform, is of great
importance for the stuffed animal and gift
industry. Because TikTok is currently, as I see
it, a popular social networking platform with
billions of users, marketing on TikTok will help
the company reach and expand its potential
customer base.
- TikTok is also a platform for
entertaining and creative videos with short
content and strong viral trends, so if the content
is attractive and interesting enough, it can be
shared quickly and easily. widely, creating a
strong viral effect
59

Question 3: What are the
orientations and goals of SMM
activities for TikTok channel that
you and the current board of
directors have set?
Question 4: What methods
do you and the Board of
Directors use to evaluate the
effectiveness of SMM activities
for TikTok channel?
- I also realize that compared to many
traditional forms of advertising, advertising on
TikTok may have lower, or equal, costs but is
quite effective, especially for businesses that
want to reach audiences. young customers like
us.
At the present time, there are 2 main
goals set by the Board of Directors for SMM
activities: The first is to use SMM to increase
awareness and build a brand for the TikTok
Teddy Bear Online Channel; The second is to
create a new source of potential customers from
TikTok. This goal follows the sales funnel
starting from creating awareness to getting the
prospect to consider purchasing the product and
eventually becoming a customer. This is the
basis for evaluating the effectiveness of
activities, later when considering whether the
results meet the set goals or not.
To evaluate the effectiveness of SMM
activities in the most objective way, the Board
of Directors is looking at data to draw
conclusions. Currently, in addition to traffic
statistics available on the TikTok application,
the Board of Directors also relies on sales data
on the TikTok Seller application, which is an
application for managing orders and
promotional programs. promote and analyze
Shop's business activities on TikTok. In
addition, the Board of Directors also reviews the
data on advertising results in TikTok Ads
Manager. Then, from the data expressed through
60

Question 5: How do you
evaluate the effectiveness of
SMM activities for TikTok
channel since its development
until now?
Question 6: Currently, I
have not seen any company
KPIs, the Board of Directors will be able to
compare the results with the specific goals of
each activity and determine the effectiveness
more clearly.
In general, there have been positive
results from SMM, at some times it has brought
a certain amount of interest as well as quite good
revenue results compared to the set KPIs.
However, I still feel the need to improve as well
as change the way of implementing activities to
suit each time and bring better efficiency.
Currently, the goal of bringing in potential
customers from the channel is quite good, but
we are focusing too much on this goal, but are
not promoting awareness and brand building.
Typically, as I saw in last month's report, the
frequency of posting and creating sales content
accounts for almost 70% of the total content,
while branding content is only 30%. And
judging by the analysis data of branding content
videos is also quite low, not reaching the set
goals. In addition to video content, Livestream
sales activities are also being promoted.
However, he finds this activity is not effective.
The frequency of livestreams by the staff has
been done according to plan, but the livestream
content is also a factor. During the live session,
viewers were not able to retain viewers, so the
conversion rate was not really as good as the
desired goal.
As far as I can see, this activity is being
used by many businesses. However, you assess
61
collaborating with influencers on
the TikTok platform (KOLs,
KOCs), what do you think about
this activity?
Question 7: In your
opinion, what are the difficulties
when implementing SMM
activities for TikTok channel?
that the effectiveness of this activity has not
been clearly verified and is still quite risky, so
the Board of Directors and I are also considering
implementing it. declare this activity. Currently,
I have not found any influential people on
TikTok that are suitable for the company's
brand, products and budget, so perhaps this
activity will be implemented in about 3-6
months. comes after careful consideration and
planning.
The difficulty when implementing SMM
activities on TikTok is that there are not enough
resources and the level of competition is also
very high. Because SMM activities are still in
the early stages, it is necessary to continuously
experiment and change to find the most effective
implementation methods. Not only that, the
company is also choosing to operate on a fast
entertainment platform, which requires the
company to always be ready to change to keep
up with trends, so the company needs a lot of
time, effort as well as training. resources for
implementation. In addition, the company also
needs time to test and properly evaluate the
effectiveness, which requires implementation
personnel to be persistent. For example, video
content activities in the first 1 month to 3
months will be a difficult time to push the video
to viral and trending. Or finding influential
people on the TikTok platform that are suitable
for your brand so that you can cooperate in
promoting the product and brand image to get
62
 the best results and effectiveness.

Question 8: In your - I think first it is necessary to analyze the

opinion, what solutions are there
to increase the effectiveness of
SMM activities for TikTok
channel in the future?
customer more carefully, next is to focus on
developing more brand recognition, using
TikTok as the branding place for the Shop Gau
Bong Online brand in the future. From there, it
brings in more potential customers from TikTok.

- Not only that, the company also needs

to add resources to the Social Media team,
allocate resources for channel activities
appropriately, and should focus on depth rather
than breadth of activities.

Source: The interview result

After conducting in-depth interviews with the Marketing Director and

synthesizing the results, some assessments can be drawn as follows:

 It can be said that the Marketing Director pays great attention to Social Media
Marketing activities and emphasizes the importance of these activities. At the
present time, Social Media Marketing on TikTok not only meets the goals for
the company's TikTok Channel but also has a lot of potential to attract more
customers if followed with the right strategy. This is a fundamental activity,
serving as a foundation to help the company's TikTok Channel achieve its two
goals: increasing brand awareness and creating new potential customers easily.
easy. That's why currently, the company wants to promote resources for Social
media Marketing on TikTok instead of paid media or other forms of media.
 To evaluate the effectiveness of SMM activities in the most objective way, the
Board of Directors looks at the data to draw conclusions. There are 3 main
tools to evaluate the effectiveness of SMM activities on TikTok including
statistics available on the TikTok platform, sales data on the TikTok Seller
application and results of advertising campaigns on TikTok Ads Manager.
From the data expressed through KPIs, the Board of Directors can compare

63
 results with the specific goals of each activity and identify effectiveness more
clearly.

In general, the initial steps of Social Media Marketing activities on TikTok

channel have had positive results, but there are still many shortcomings, especially in
terms of awareness and branding goals that have not really been promoted, because
currently The company is focusing too much on sales goals.

 For the Marketing Director who directly implements Social Media Marketing
activities on TikTok, some common difficulties when implementing activities
include: lack of resources, high level of competition, always having to be ready
for change, needing a lot of time and effort to find the best implementation.
Right from the start, there is no guarantee that Social Media Marketing
activities on TikTok will bring positive results, plus there are difficulties in
implementation that have affected the results. Although the company has a
direction, in reality it is necessary to test what is the shortest path to achieve the
company's goals. Overcoming these difficulties will help the Social Media
Marketing process become smooth and have the opportunity to bring high
efficiency.
 The Marketing Director has come up with a number of directions to improve
the effectiveness of Social Media marketing activities as well as continue to
take advantage of the platform to reach and convert customers. The Marketing
Director believes that it is necessary to analyze customers more carefully, focus
on developing brand awareness, supplement resources and allocate resources
appropriately, focusing on depth rather than breadth. of activities.

Through this, it can be seen that there are still remaining problems in Social
Media Marketing activities, causing the effectiveness to not reach the highest possible
level.

3.2.3. Quatitative research

3.2.3.1. Respondent Information

To analyze the current status of SMMA elements on TikTok at Memon

company's TikTok Channel – Shop Gau Bong Online , the author conducted a survey

64
of subjects who are following the company's TikTok channel. Survey period from
November 2023 to December 2023, results showed a total of 158 valid responses.

Figure 3.3: Respondents are categorized by gender.

Source: The survey result

65
 Figure 3.4: Respondents are categorized by age.
Source: The survey result

66
 Figure 3.5: Respondents are categorized by time of using TikTok.
Source: The survey result

Figure 3.6: Respondents are categorized by frequency of using TikTok in 1

day.
Source: The survey result

67
 Figure 3.7: Respondents are categorized by relationship status.
Source: The survey result

 Statistical results show that out of a total of 158 responses, there are 72
responses from male (48.6%) and 76 responses from female(51.4%). The
gender ratio of female is larger than that of male , however, the difference is
not significant. The company's Social Media Marketing (SMM) activities have
positively impacted both men and women, bringing about significant changes
in their behaviors. By utilizing marketing strategies on social media platforms,
the company has successfully engaged and influenced both gender groups.
 Based on the survey results, the age group with the largest proportion is 18 to
22 years old, accounting for 41.1%, indicating that the majority of respondents
are in the university age range. The next age group, 22 to 30 years old (36.7%),
has the second-highest proportion, and the last is below 18 years old (22.2%).
 In terms of TikTok usage duration, the majority of respondents, accounting for
48.2%, have been using TikTok for less than one year. Those who have used
TikTok for 1 to 2 years constitute 31%, while users with less than 1 year of
experience make up 20.8%. Social media marketing activities on TikTok not
only contribute to retaining loyal customers for the company but also attract
new customers who are using TikTok for the first time.
68
  According to the statistical results, there is a noticeable difference in the
frequency of TikTok usage within a day. The highest frequency is from 2 to 4
hours, accounting for 51.9%, followed by over 4 hours at 34.2%, and finally,
under 2 hours at 13.9%. The findings indicate that respondents spend a
significant amount of time on TikTok, with the average daily usage time of
TikTok users is 95 minutes (TikTok statistics 2023).
 The survey results regarding the relationship status of the respondents indicate
that the majority are either in a relationship or married. The highest percentage
is those currently in a relationship, accounting for 51.1%, followed by those
who are married at 32.8%, and finally, those who are single at 16.1%. It can be
observed that the love-themed content shared on the company's TikTok channel
has had a positive impact on the audience. The teddy bears, serving as a
romantic gift suitable for couples or a unique collection for singles, contribute
to this positive influence.

3.2.3.2. Criteria for evaluating the Social Media Marketing on TikTok of

Memon Company

 Entertainment

Table 3.9: Descriptive Statistics for Entertainment

Question Sample Min Ma Average

Size x Value

TikTok 158 1 5 3.240506

Channel Shop Gau
Bong Online brings a
lot of entertainment

Contents on 158 1 5 3.278481

Shop Gau Bong
Online channel are
very interesting

69
 Image videos 158 1 5 2.848101
on Shop Gau Bong
Online channel are
very captivating

Livestream 158 1 5 1.879747

sessions on Shop Gau
Bong Online channel
keep me engaged for
a long time

I don't feel 158 1 5 3.278481

uncomfortable
watching content on
Gau Bong TikTok
channel

Source: The survey result

According to the comprehensive results in the Descriptive Statistics Table of

the entertainment factor of SMMA on the TikTok platform by Memon company, the
highest value in all 158 customer responses is a score of 5 for all observational
variables. According to the Likert scale, the average values of the variables are
different.

Questions "Contents on Shop Gau Bong Online channel are very interesting"
and "I don't feel uncomfortable watching content on Shop Gau Bong Online channel"
have the highest average values of 3.278481. This indicates that customers are
satisfied with the entertainment value in the content of the TikTok channel Shop Gau
Bong Online. The question "TikTok Channel Shop Gau Bong Online brings a lot of
entertainment" also received positive feedback with an average value of 3.240506.
Most answers fall within the range of scores from 3 to 5.

However, when it comes to the entertainment level of the company's SMMA

on TikTok, there are limitations. The responses to the questions "Image videos on

70
Shop Gau Bong Online channel are very captivating" and "Livestream sessions on
Shop Gau Bong Online channel keep me engaged for a long time" received low
feedback with average values of 2.848101 and 1.879747, respectively. This suggests
that while the content on the TikTok channel provides entertainment and excitement
for customers, it does not effectively engage them for a long time during livestream
sessions.

The entertainment factor is an important element that encourages engagement

behavior and continuity of followers, creating positive emotions about the brand in the
minds of social media followers. The company has emphasized entertainment in its
TikTok activities. While the figures for views and likes seem promising, the company
needs to invest more in the quality of video images. Particularly, there are
shortcomings in the company's Livestream activities, and they struggle to keep
customers engaged for an extended period during livestreams.

The evaluation indicates that for live sessions, they don't provide entertaining
information for TikTok users. The number of live viewers per livestream session is
16, which is not an impressive figure. Unentertaining livestreams pose a significant
challenge for businesses, as it can lead to the loss of audience attention. To enhance
the quality of livestreams and create a positive entertainment experience, it is essential
to ensure that the content of live sessions is creative and unique. Avoid monotonous
live sessions and instead implement new and engaging ideas. Additionally, creating
interaction with the audience by responding to questions, engaging in discussions, and
sharing opinions is crucial. This helps the audience feel more involved and contributes
to a positive participation experience. Importantly, reviewing feedback from the
audience and adjusting livestreams based on that information is necessary.

 Interaction

Table 3.10: Descriptive Statistics for Interaction

Question Sample Min Max Average

Size Value

I can share 158 1 5 3.816456

information about

71
Shop Gau Bong
Online's stuffed
animal products with
others

I can chat or 158 1 5 3.689873

exchange opinions
with others through
the TikTok channel
Shop Gau Bong
Online

It is easy for 158 1 5 3.436709

me to share my
opinions about the
content of videos on
this TikTok channel

It is easy for 158 1 5 3.506329

me to share my
opinions about the
images and videos on
this TikTok channel

It is easy for 158 1 5 3.468354

me to share my
opinions about Shop
Gau Bong Online's
stuffed animal
products through this
TikTok channel

Source: The survey result

72
 The survey statistics on interaction factors show that the highest value of the
Interaction factor is at level 5, with the average value being above the mid-average
level. Notably, the question "I can share information about Shop Gau Bong Online's
stuffed animal products with others" has the highest average value at 3.816456, while
the question "I can chat or exchange opinions with others through the TikTok channel
Shop Gau Bong Online" has the lowest average value at 3.436709.

The statistical table on the company's interaction factor on the TikTok platform
provides a detailed insight into user interaction levels and perceptions. The difference
between the questions "I can share information about Shop Gau Bong Online's stuffed
animal products with others" and "I can chat or exchange opinions with others through
the TikTok channel Shop Gau Bong Online" may reflect different user priorities in
interaction. A higher sharing information level may indicate that users prefer to share
experiences and knowledge with the community.

The preference for sharing information may reflect the higher availability of the
TikTok platform to share content publicly. This can encourage users to share
positively without engaging in a conversation, creating an open and flexible
community.

The company may have effectively implemented a strategy to encourage users

to share experiences and information about the product. This could include using
creative and interesting content, sending encouragement to generate interest and
interaction.

If the interaction level through chat is low, the company may consider
reassessing the interaction strategy in TikTok channel chats. It may be necessary to
enhance incentives and create favorable conditions for users to engage in
conversations. The difference in interaction levels can be a valuable source of
information to understand more about user preferences and behaviors on the TikTok
platform, optimizing the interaction strategy, and creating a positive and active
environment on the channel.

 Trendiness

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 Table 3.11: Descriptive Statistics for Trendiness

Question Sample Min Ma Average

Size x Value

I have come 158 1 5 2.474684

across videos from
Shop Gau Bong
Online channel in the
"For You" section on
my TikTok

I frequently 158 1 5 2.050633

come across
Livestreams from
Shop Gau Bong
Online channel in the
"For You" section on
my TikTok

The content 158 1 5 3.341772

displayed on Shop
Gau Bong Online
channel is the latest
stuffed animal
products on the market

TikTok channel 158 1 5 2.582278

Shop Gau Bong
Online is a trend in
stuffed animal product
channels

Shop Gau Bong 158 1 5 3.221519

74
 Online channel helps
me stay updated on
the latest stuffed
animal products

Source: The survey result

Trendiness is another factor in social media marketing activities that involves

introducing the latest/current product information to customers. According to the
survey statistics, the company's TikTok social media marketing activities have some
limitations that need attention and adjustment. Feedback from observational variables
such as "I have come across videos from Shop Gau Bong Online channel in the 'For
You' section on my TikTok," "I frequently come across Livestreams from Shop Gau
Bong Online channel in the 'For You' section on my TikTok," and "TikTok channel
Shop Gau Bong Online is a trend in stuffed animal product channels" has average
values below 3. The average values are 2.474684, 2.050633, and 2.582278,
respectively. Low feedback may indicate that many users are not interested or do not
recognize the presence of the Shop Gau Bong Online channel in their "For You" page.
This may be due to unattractive content for the target audience or an ineffective
promotional strategy.

However, the observational variable "The content displayed on Shop Gau Bong
Online channel is the latest stuffed animal products on the market" has the highest
average value at 3.341772, although it still falls modestly on the Likert scale of 5
points. This indicates that the TikTok Shop Gau Bong Online channel regularly
updates information and new products, but improvements are still needed to fully
meet market trends.

The company should conduct a thorough study on the characteristics of TikTok

consumers to provide appropriate solutions, thereby enhancing the quality and
attractiveness of the content. Additionally, careful consideration of factors
contributing to diversity in respondents' opinions is necessary to optimize the TikTok
social media marketing strategy.

 E-Word-of-Mouth

75
 Table 3.12: Descriptive Statistics for e-Word-of-Mouth

Question Sample Min Ma Average

Size x Value

I want to share 158 1 5 2.987342

information about
Shop Gau Bong
Online channel to my
friends

I want to share 158 1 5 2.962025

information about
stuffed animal
products of Shop Gau
Bong Online to my
friends

I want to share 158 1 5 2.677215

content from Shop
Gau Bong Online
channel on my
personal page

Advertising on 158 1 5 3.151899

TikTok positively
influences my
attention to stuffed
animal products of
Shop Gau Bong
Online

Source: The survey result

76
 The survey results on the Word-of-Mouth factor in the Descriptive Statistics
Table show diversity in consumer evaluations, with the highest survey score reaching
the level of 5. However, the average values are still not high, indicating a modest level
of electronic word-of-mouth among consumers, and there is a significant difference
between users.

In detail, the variable "I want to share content from Shop Gau Bong Online
channel on my personal page" has the lowest average value at 2.68. This indicates that
users do not actively share information from the Shop Gau Bong Online channel on
their personal pages. This could be due to the content not being attractive enough or
the stimulation of sharing not being strongly built. To encourage users to share, the
company needs to enhance the quality and interactivity of content on the TikTok Shop
Gau Bong Online channel.

On the contrary, the highest average value belongs to the variable "Advertising
on TikTok positively influences my attention to stuffed animal products of Shop Gau
Bong Online," which is 3.15. This indicates that advertising Shop Gau Bong Online
channel's products positively influences consumer attention. However, this average
value is still at a moderate level, suggesting a need for further examination and
optimization of the advertising strategy to enhance user interaction and sharing. This
may include creating more creative and interactive advertising campaigns to attract
and retain consumers on the TikTok platform.

 Customization

Table 3.13: Descriptive Statistics for Customization

Question Sample Min Ma Average

Size x Value

Information I 158 1 5 3.322785

need about stuffed
animal products can
be found on Shop Gau
Bong Online TikTok

77
 channel

I can easily 158 1 5 3.487342

obtain information
about stuffed animal
products by searching
on Shop Gau Bong
Online channel

Contents on the 158 1 5 3.253165

channel provide all
the information I need
about stuffed animal
products

Source: The survey result

Customization, as an essential factor, plays a crucial role in creating customer

satisfaction based on personal interaction between the business and users. On social
media platforms, businesses can convey the unique characteristics of their products
and brands to customers through person-to-person communication. They can also
address individual customer issues and influence product and brand preferences by
engaging in interactions that make customers feel valued.

In general, the advertising strategy on TikTok by Memon JSC reflects a high

level of customization. This is reflected in the average values shown in the descriptive
statistics table for the customization factor, indicating that the average values of the
variables are all greater than 3, with the majority of responses leaning towards
agreement.

The question "I can easily obtain information about stuffed animal products by
searching on Shop Gau Bong Online channel" has the highest average value of
3.487342. This indicates that users feel that the Shop Gau Bong Online TikTok
channel provides information about products easily and effectively. The ability to
search on the channel helps them quickly identify the features and detailed

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information about stuffed animal products. The ease of information retrieval not only
enhances the user experience but also increases the likelihood of converting viewers
into customers.

The company can continue to optimize and expand its information delivery
strategy, ensuring that the content on the channel is not only diverse but also easily
accessible and understandable. This supports the goal of reaching and retaining
customers on the TikTok platform. The information on the channel is clear and
transparent, providing favorable conditions for viewers to understand the products
better when watching videos on the TikTok channel. This customization of
information can enhance customer satisfaction and positive interactions.

 Brand Awareness

Table 3.14: Descriptive Statistics for Brand Awareness

Question Sample Min Max Average

Size Value

I always know 158 1 5 2.651899

about Shop Gau Bong
Online TikTok
channel

I am aware of 158 1 5 2.417722

the characteristics of
this TikTok channel

I have seen the 158 1 5 2.107595

logo or products of
Shop Gau Bong
Online on other
TikTok channels

I always 158 1 5 2.550633

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 remember the logo of
this brand

I mention 158 1 5 2.632911

Shop Gau Bong
Online first when
talking about stuffed
animal products

Source: The survey result

The evaluation results of the 5 components of the SMMA on TikTok continue

to reflect the level of consumer brand awareness, and the overall conclusion is that
this level is currently low. All 5 survey questions indicate a low level of brand
awareness, with average values below 3 on the Likert scale.

Specifically, when examining consumer responses, the answer to the question

"I mention Shop Gau Bong Online first when talking about stuffed animal products"
has the highest average value of 2.632911. Although this value is still low on the
Likert scale, it indicates that some consumers have a certain level of awareness and
connection with the Shop Gau Bong Online brand. However, it is important to note
that the average value has not reached a high level, and the company may need to
focus on enhancing its promotional and interactive strategies to improve brand
awareness.

The answer to the question "I have seen the logo or products of Shop Gau Bong
Online on other TikTok channels" has the lowest average value of 2.107595. This
indicates that the level of awareness of the brand and the presence of the Shop Gau
Bong Online logo or products on other TikTok channels is relatively low within the
consumer community.

Overall, with the current level of brand awareness, the company needs to
review and implement solutions to enhance knowledge and awareness of the brand
within the consumer community. Promotion, advertising, and interaction strategies on
the TikTok platform can be optimized to ensure that the logo and products appear

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frequently and impressively, thereby strengthening brand awareness and creating a
deeper connection with the target audience.

 Brand Image

Table 3.15: Descriptive Statistics for Brand Image

Question Sample Min Max Average

Size Value

Shop Gau 158 1 5 2.246835

Bong Online TikTok
channel leads in the
same industry

I have 158 1 5 3.582278

beautiful memories
with Shop Gau Bong
Online products

Shop Gau 158 1 5 3.259494

Bong Online puts
users at the center

Source: The survey result

Based on the presented survey results in the descriptive statistics table for the
brand image factor, it can be observed that the company achieved the highest average
value of 3.582278 for the variable "I have beautiful memories with Shop Gau Bong
Online products." This indicates that consumers tend to associate positive memories
with Shop Gau Bong Online products, especially through the TikTok channel.

The company has succeeded in building a positive image for its TikTok
channel. The positive impact of Shop Gau Bong Online products on the minds of
consumers has played a crucial role in establishing a strong brand image. The product

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quality and the influence of the Shop Gau Bong Online TikTok channel have created
positive memories for consumers.

However, there is a lower score for the variable "Shop Gau Bong Online
TikTok channel leads in the same industry." This indicates that, although the company
has built a positive brand image, the Shop Gau Bong Online TikTok channel is still
facing high competition from many other TikTok channels offering similar products.
It is necessary to focus on a development strategy to increase the visibility and
perception of the TikTok channel, as well as enhance differentiation to attract and
retain consumers in the fiercely competitive social media landscape.

3.2.3.3. Strengths and Weaknesses

 Strengths:

Firstly, in Brand Building:

Memon JSC has chosen TikTok as the primary platform to engage with
customers through the Shop Gau Bong Online brand, mainly dealing with stuffed
animal products. This brand began forming in September 2022 and has gradually built
credibility on this social media platform. The Shop Shop Gau Bong Online TikTok
channel is not just an advertising tool but also a powerful resource supporting brand
building. The company's success lies not only in effectively conveying brand value
but also through creativity in video production and positive interaction with the
TikTok community.

Each video on this channel is not just a means of product promotion but also a
creative work, utilizing TikTok's features to create an interesting and unique
experience. Positive interaction from the community not only reflects support but also
enhances brand recall. Under careful management and a good strategy, Shop Shop
Gau Bong Online has achieved remarkable success on the TikTok platform,
contributing to the establishment of a strong and positive image of the company on
this social media platform.

Secondly, in Interaction Level:

The Shop Gau Bong Online TikTok channel not only attracts attention but also
generates a positive interaction level. The company has succeeded in stimulating
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viewers to interact through actions like likes, shares, and comments. This interaction
is not just an indicator of interest but also reflects how the community is engaging and
interacting deeply with the content. Having a high level of interaction is an important
factor consistent with the goal of building a strong brand on TikTok. Actions like likes
and shares contribute to enhancing the reach of Shop Gau Bong Online's content to a
broader audience. Community comments also help create an interactive space, making
viewers feel part of an interesting and vibrant community. This is not only an effective
advertising strategy but also demonstrates the connection between the brand and
consumers on a dynamic platform like TikTok. This positive interaction can be seen
as a significant measure of the success of Memon JSC's social media communication
strategy, especially on TikTok, where interaction plays a crucial role in building
relationships and enhancing brand awareness.

Thirdly, in Content Quality:

The content quality on the Shop Gau Bong Online TikTok channel of Memon
JSC is highly praised. The company has created creative, engaging, and sometimes
unique videos that capture viewers' attention. Product videos not only introduce the
product but also tell stories and create an interesting experience for viewers. By using
creative elements such as intelligent scripts, striking visual effects, and catchy music,
the company has produced attractive and positively impactful videos. This not only
increases interest in stuffed animal products, reaching a broader target audience but
also helps build a positive brand image and strong connection with the viewer
community on TikTok. Diversity in content also plays a crucial role, with videos not
just focusing on product advertising but also providing entertainment value and
information to the audience. Memon JSC has cleverly combined product advertising
and creating interesting content, resulting in a unique experience for viewers on the
Shop Gau Bong Online TikTok channel.

Fourthly, in Customization Level:

Memon JSC has succeeded in creating a high level of customization on the

Shop Gau Bong Online TikTok channel. Viewers can easily find and access
information about stuffed animal products, feeling a personal interaction with the
content. This customization capability creates a flexible and personalized user
experience, essential in building relationships with customers. The company has

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particularly focused on providing information in an easy and detailed manner. The
search capability on the Shop Gau Bong Online TikTok channel is highly appreciated,
and customers can customize information according to their specific needs. This helps
create comfort and convenience for viewers, promoting interaction and interest in
Shop Gau Bong Online's stuffed animal products.

 Weaknesses:

Firstly, Limited Entertainment Value in Posts:

Although Memon JSC has invested significantly in creating creative videos on

the Shop Gau Bong Online TikTok channel, there are still significant limitations
regarding the entertainment value in the content. This may have a considerable impact
on viewer engagement and attraction, especially when facing fierce competition in
TikTok's dynamic entertainment environment. One of the main challenges the
company faces is that the entertainment value of the content on the Shop Gau Bong
Online TikTok channel has not reached the expected level. While the videos are
creative, they often lack the necessary appeal and entertainment factors to stimulate
curiosity and active engagement from viewers. In an environment where viewers
demand concise and engaging content, the lack of entertainment factors can lead to
viewer loss or inefficiency in retaining them over time.

Secondly, Low Brand Awareness:

Although Memon JSC has focused on building a creative and actively

interactive Shop Gau Bong Online TikTok channel, brand awareness remains low.
This may be due to some limitations in the company's brand-building strategy on this
platform. A notable point is that the brand-building strategy of the company on
TikTok may not have reached the desired level of effectiveness. The creation of
numerous creative videos may have resulted in diversity, but it may also cause
confusion and reduce viewer focus on the core message of the brand. Furthermore, a
lack of deployment in thematic advertising campaigns could be a significant factor
hindering quick brand recognition. The company may also not fully leverage trends
and challenges on TikTok, which could enhance brand awareness through active
participation in prominent trends. Additionally, despite many creative videos, the
entertainment value in the content is still limited. This can reduce viewer interest and
connection with the brand, especially when competing in TikTok's highly dynamic
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entertainment environment. In conclusion, the company might need to enhance its
interactive strategy and effective feedback to build strong relationships and boost
brand awareness in the TikTok community. This way, the company will have the
opportunity to promote awareness and support from viewers, contributing to the
robustness of the brand image on the platform.

Thirdly, Regarding Trend Level:

Although the Memon JSC's Shop Gau Bong Online TikTok channel has
created many creative videos and actively interacted with the community, trends and
feedback from viewers have not reached the desired high level. Several factors can
explain why, despite active efforts, the company has not been able to achieve
significant attention and feedback from the TikTok community. One reason may be
that the channel has not fully capitalized on prominent trends on TikTok. The
company may not have adequately reflected the distinctive features and personality of
the brand through video content, which could reduce viewer recognition and
interaction. Moreover, competition with other content on the platform is a significant
challenge, especially when trends change rapidly. Additionally, more persistence is
required in pursuing new and creative trends. While many videos have been created,
innovation in content can attract viewer attention and curiosity. Experimenting with
different formats and presenting outstanding content can help the channel stand out in
the diverse and dynamic TikTok community. Careful consideration is needed on how
the company interacts and provides feedback to viewers. Creating an open and
positive space for discussion and contributions from viewers can help strengthen
interaction levels and create a more positive community. In summary, improving
trends and feedback from viewers on the Shop Gau Bong Online TikTok channel
requires flexibility, creativity, and in-depth understanding of the TikTok community,
as well as continuous adjustment of strategies to meet the diverse needs of viewers on
this platform.

Finally, Regarding Competitive Ability:

The competitive ability of Memon JSC's Shop Gau Bong Online TikTok
channel is also a weakness that needs careful examination and improvement. Despite
certain successes, challenges exist when facing competition in the stuffed animal
market on the TikTok platform. One issue could be the diversity and uniqueness of

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content compared to competing channels. Faced with many TikTok channels
providing similar content, Memon JSC needs to ensure that its content is outstanding
and attractive enough to stand out among viewer choices. Creativity and the ability to
innovate in content creation are essential keys to effective competition. Capturing and
using rapidly changing trends on TikTok is also a challenge. Failing to timely adapt to
new trends can result in missed opportunities and interaction for the channel.
Therefore, the company needs a continuously updated strategy to ensure that its
content is not only interesting but also accurately reflects TikTok trends and
community preferences. Another aspect of competitive ability is understanding the
target audience and the market. A deep understanding of what viewers expect and
desire will help the company optimize content and communication strategies on
TikTok. In conclusion, to compete effectively on the Shop Gau Bong Online TikTok
channel, the company needs to maintain creativity, innovation, and flexibility to adapt
to the rapid changes in the social media environment. Additionally, enhancing
understanding of the target audience and the market will help optimize the competitive
performance of the channel.

CHAPTER 4: SOLUTION AND RECOMMENDATION TO IMPROVE THE

EFFICIENCY OF SOCIAL MEDIA MARKETING ON THE TIKTOK
PLATFORM TO INCREASE REVENUE OF MEMON JOINT STOCK
COMPANY.

4.1. General recommendation

From the above research and evaluation results, the author will suggest some
suggestions to improve Social media Marketing activities on the TikTok platform for
Memon Joint Stock Company. However, first of all, it is necessary to consider the
general direction for social media activities when this is the time to reassess what has
been done to build a new short-term strategy for the next 3 months as well as a new
strategy. longer than 6 months to 1 year.

Regarding goals, in addition to short-term results such as having more

customers and more revenue, the company should also focus more on branding to
increase reputation. In addition, when setting goals, it is necessary to have clear KPIs
as a basis for evaluating the effectiveness of activities.

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 Regarding tactics for activities, we should continue to invest in content, while
diversifying the forms of transmission, deploying and testing new activities. In
addition, the company should also prioritize SMMAs to allocate resources most
appropriately. If necessary, we can supplement human resources for activities that are
weak but have the potential to develop and bring efficiency.

4.2. Recommendations for improving Social Media Marketing on the

Tiktok Platform of Memon Company.

4.2.1. Recommendation 1: Change content strategy to enhance brand

awareness and brand image of the Company.

As analyzed and evaluated through statistical data, communication activities on

the TikTok platform with the goal of increasing brand recognition are not having good
results and do not seem to be taking advantage of the huge user network. giant of this
platform. Along with that, the company is not balancing the two content streams for
the two purposes of brand recognition and creating new potential customers on the
company's current TikTok channel, Gaubongonline. Therefore, the author proposed
that the company should create a new TikTok channel with the purpose of increasing
brand recognition.

To enhance the company's image and brand awareness on the TikTok platform,
the company should have effective solutions to bring video content on the TikTok
channel in line with the latest trends.

The company should identify the latest and most popular popular information
of other stuffed animal and gift industry brands with high followers such as: Gau
Bong teddy Homies with 197,500 followers, Gau Bong Lomo Home with 276,500
followers,...etc

This new TikTok channel should pay more attention to the information
element, ensuring information is continuously updated with social media content and
ensuring videos posted on the channel provide information consistent with needs and
desires. of viewers and target customers. Videos should have characteristics of content
delivery, text, tone, video color, and entertainment elements that are consistent with
the company's brand positioning and its potential customers.

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 Below are 4 video content routes the author recommends when launching a
new TikTok channel with the goal of brand awareness and brand image.

Table 4.16: 4 main content routes with the goal of brand awareness and brand
image

Main video routes Content direction Frequency

Entertainment - In-store entertainment 3 videos/1 week

situations

- Short videos that follow

current trends on the
platform in accordance
with brand and industry
positioning

Share products and - Shared content about 3 videos/1 week

services product categories in the
store, collections and
meanings

- Shared content about

available services at the
store

Share activities at the store - Content sharing 1 video/1 week

incentives available at the
store on holidays and
special occasions

- Content sharing
employee activities

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 through entertaining
situational videos.

Interview - Series of interviews with 2 videos/1 week

customers at the store
about products and
services

- Series of interviews with

employees about difficult
situations at the store.

Source: Author

4.2.2. Recommendation 2: Improved Livestream activities on the company's

TikTok Gau bong Online channel to retain viewers and increase order
conversion rates

Through the results of in-depth interviews and surveys above, the company's
livestream activities on TikTok channel currently have many shortcomings, cannot
retain viewers and do not create good revenue conversion rates.

4.2.2.1. Change Livestream context.

When customers or viewers click on a livestream session, the first thing that
impresses them is not the content but the context of the livestream session. Attractive
Livestream context depends on factors: Background, lighting, costumes, props,
distance, resolution.

● Background: The background behind the Livestream is one of the factors that
stimulates the viewer's vision. A neat, bright Live room background suitable
for the product will help honor the Livestreamer and the product. Companies
should choose Livestream room backdrops with simple, flattering colors so that
the images are not dull and distracting.
● Lighting: For Live sessions selling gift items and stuffed animals like the
company's, lighting plays an extremely important role in expressing the
materials, colors and features of the product. The company should invest in
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 suitable lighting sets to help make the Livestream room scene brighter, have
better image quality and contribute to product presentation.
● Costume: Livestreamers with an eye-catching appearance will easily attract
viewers' curiosity and keep viewers staying longer in the livestream. For
stuffed animals and gifts such as the company's product line, the company's
brand positioning is cuteness and adorableness. That's why Livestreamers
should choose images that match the brand positioning. In addition, the
livestreamer should also transform into a certain character to catch the event
trend. For example: transform into Hang Nga on Mid-Autumn Festival,
transform into Santa Claus on Christmas, etc.
● Props: Using props appropriately during the Live session will contribute to
honoring the product, making it easier for viewers to observe and grasp
information, thereby helping to increase conversions and increase revenue for
the Livestream. Currently, the company is using shelves and racks to display
products beautifully. In addition, the company should use printed product
information sheets or handheld hashtags to emphasize product deals.
● Distance: The distance between the Livestreamer and the camera, between the
product and the camera, and between the Livestreamer and the background
behind also contributes significantly to creating the harmony of a professional
livestream scene. Currently in this element the company is doing quite well,
there are flexible changes in Livestream sessions, because some Livestream
sessions will introduce small sized stuffed animals, so the gap between the
product and the Livestreamer is different. The camera will be closer, allowing
customers to clearly see the details of the product, while during Livestream
sessions introducing large stuffed animals, the distance will be pushed further
away, allowing viewers to see the size of the product. Overall size and color of
the product.
● Resolution: The image quality of the Livestream session has a significant
impact on the viewer's experience. No matter how beautiful the set-up scene is,
Livestream viewers are still willing to scroll away for a few seconds just
because the Livestream is blurry and unclear. Regarding this factor, the
company is currently doing it well but not necessarily well, the company is
using the Iphone 11 Promax phone to Livestream. To say the least, the image
quality when Live Streaming on this device is not out of focus or blurry, but it
is not as good as many devices currently on the market because the resolution
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 is quite low, the image quality is not good if Viewers watch with more
advanced devices. Therefore, the author suggests that the company should
change the recording equipment, equip themselves with recording equipment
with better image quality, for example: Iphone 13 Promax and above, Camera
Sony A6000,...etc

Implementing the above suggestions well will bring the opportunity to retain
customers in the Livestream session longer.

4.2.2.2. Change script and content.

Currently, the script and livestream content on the channel are purely sales and
product introductions right from the start of the livestream. This method is very
difficult to retain viewers because viewers use the TikTok platform mostly for
entertainment. . Therefore, companies should create new livestream scenarios,
including entertaining and surprising elements throughout the livestream session, to
stimulate customer retention and create curiosity for customers to stay. to watch the
company's Livestream. In addition, Livestreamers also need to have a lot of energy
and maintain a happy and excited attitude. The purchasing needs of customers on
TikTok are mainly based on emotions, rarely based on their actual needs, so if the
Livestreamer maintains a positive and happy attitude, there is a high possibility of
closing orders. Live sessions will increase. This helps have the opportunity to retain
viewers longer and also contributes to increasing the company's brand recognition.

4.2.2.3. Interact with viewers

Live streamers can increase interaction with viewers by responding to

comments or encouraging viewers to ask questions. Currently, the company's
Livestreamers have done a good job of interacting with viewers by responding to
comments. However, other interactive activities are not available yet. Therefore, the
author recommends that the company's Livestreamer should ask a problem and answer
personalized questions about that problem. For example, Livestreamers ask questions
directly into customer pain points that Livestreamers can solve with the company's
products. You can then ask viewers and customers to specifically comment on the
problem they encounter and personally solve the problem in detail for the customer
specifically. When the Livestreamer answers and interacts specifically like that,
customers will stay longer because they feel the Livestreamer is enthusiastic and
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solves their problem in a very detailed and specific way. This will increase the order
conversion rate unexpectedly because the live streamer is solving their problem with
the company's products.

4.2.3. Recommendation 3: Deploy influencer booking activities on the

TikTok platform to increase brand awareness and reach new potential
customers to increase revenue.

The development of information technology has meant that people have an

increasing ability to access information through the internet, especially Social Media
platforms. Influential individuals in the TikTok social network have the ability to
spread information quickly, even creating new trends. Therefore, Booking Influencers
activity is a quite important part of the current Social Media Marketing strategy. The
Influencer Booking process often involves finding, selecting, evaluating, and
contacting influencers that the company wants to partner with. Companies need
Influencer Booking activities because it brings many benefits and opportunities in
marketing and branding campaigns. Influencers already have influence and a trusted
relationship with their audience. When they showcase the brand's products or services,
this creates greater trust and credibility from potential customers. Advice from
influencers is often valued more than traditional advertising. Influencers often have a
large following and they often belong to a specific field or topic. Therefore, it will
help the company directly reach target customers in a more specific way.
Additionally, Influencers have the ability to create brand awareness and help a
company's brand create a connection with their audience. The combination of an
influencer and a company's brand can make the brand stand out and make a strong
impression in the minds of customers. Not only that, Influencer Marketing is often
cost-effective compared to traditional advertising and has the ability to create high
performance. The company can customize costs for each project, helping to control
the budget effectively.

According to the in-depth interview results above, the author realized that the
company has no plan to implement this activity because the budget is still limited.
That's why the author recommends booking 2 Influencers: Micro-influencers and
macro-influencers because the cost of these two objects will be much lower than other
Influencers. Below is a plan to deploy Booking Influencers activities with two

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purposes: brand recognition and reaching new potential customers to increase
revenue:

Table 4.17: Operational implementation plan for brand awareness purposes

Purpose Brand awareness

Deployment time 02/2024 - 06/2024

Quantity Total quantity: 20

- Micro-influencers: 10

- Macro-influencers: 10

Influencer ● Micro-influencers:
selection criteria
- Number of followers: 5000 - 10,000

- Average views in the last 10 videos: 20,000 - 30,000

- Average number of interactions: 300 - 600

- Images on the channel: Happy, lovely, cute, funny

- Channel topics: Daily Vlog, Couple, Comedy

Entertainment.

- Follower file (Fan file): Young people aged 13-26 years

old

● Macro-influencers:

- Number of followers: 10,000 - 30,000

- Average views in the last 10 videos: 40,000 - 60,000

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 - Average number of interactions: 500 - 1000

- Images on the channel: Happy, lovely, cute, funny

- Channel topics: Daily Vlog, Couple, Comedy

Entertainment.

- Follower file (Fan file): Young people aged 13-26 years

old

Implementation - Influencers filmed and checked in at Gau Bong Online

method store branches, shared about the actual purchasing process,
shared their feelings and reviews when buying products at
the store. The video will then be posted on the Influencers'
personal TikTok channel.

Expense ● Micro-influencers:

- 100,000 - 500,000 VND/1 video

- Total cost: 1,000,000 - 5,000,000 VND

● Macro - influencers:

- 500,000 - 1,000,000 VND/ 1 video

- Total cost: 5,000,000 - 10,000,000 VND

Target KPIs ● Micro-influencers (After 1 week of posting videos)

- Views: over 20,000/1 video

- Number of interactions (like + comment + share): Over

1,000 / 1 video

● Macro-influencers (After 1 week of posting videos)

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 - Views: Over 50,000/ 1 video

- Number of interactions (Like + comment + share): Over

3,000/1 video

Total expenses 6,000,000 VND - 15,000,000 VND

Source: Author

Table 4.18: Operational implementation plan with the aim of increasing target
customers to improve revenue

Purpose Reach new sources of potential customers to increase

revenue

Deployment time 02/2024 - 06/2024

Quantity Total quantity: 20

- Micro-influencers: 5

- Macro-influencers: 15

Influencer ● Micro-influencers:
selection criteria
- Number of followers: 5000 - 10,000

- Average views in the last 10 videos: 20,000 - 30,000

- Number of Likes/ Number of Shares: Over 10%

- Images on the channel: Happy, lovely, cute, funny

- Channel topics: Vlog Daily, Couple, Review, Unbox

- Follower file (Fan file): Young people aged 13-26 years

old

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 ● Macro-influencers:

- Number of followers: 10,000 - 30,000

- Average views in the last 10 videos: 40,000 - 60,000

- Number of Likes/ Number of Shares: Over 10%

- Images on the channel: Happy, lovely, cute, funny

- Channel topics: Vlog Daily, Couple, Review, Unbox

- Follower file (Fan file): Young people aged 13-26 years

old

Implementation - Influencers will receive products for filming based on

method each Influencer's own ideas, channel themes, and
concepts.

- Influencers send demo videos 3-5 days after receiving

the product

- The company will provide feedback on content and

images to help the video be refined and suitable for the
company's target customers

- Influencers post videos to their personal TikTok

channels

Expense ● Micro-influencers:

- 100,000 - 500,000 VND/1 video

- Total cost: 1,000,000 - 5,000,000 VND

● Macro - influencers:

- 500,000 - 1,000,000 VND/ 1 video

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 - Total cost: 5,000,000 - 10,000,000 VND

Target KPIs ● Micro-influencers:

- Views: over 20,000/1 video (After 2 weeks of posting

the video)

- Number of interactions (like + comment + share): Over

400 / 1 video

- Revenue generated: Over 1,000,000 VND

● Macro - influencers:

- Views: Over 50,000/ 1 video (After 2 weeks of posting

the video)

- Number of interactions (Like + comment + share): Over

7,000 /1 video

- Revenue generated: Over 3,000,000 VND

Total expenses 6,000,000 VND - 15,000,000 VND

Source: Author

In addition, the author proposes additional compensation policies for

Influencers with the purpose of increasing revenue so that the company can take
advantage of influencers to become sellers for the company at a low cost. Below is the
Cash Bonus policy according to TikTokshop sales that the author suggests with
application period from February 2024:

● COM calculation standards: Based on actual sales when customers

successfully pay for Video
● Application time: Calculated over 2 weeks
● Detailed spreadsheet:

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 Influencers receive a starting commission of 20%, and after reaching the sales
levels in the table, they will receive a corresponding cash bonus. Sales are calculated
as the total sales of 2 weeks

There is no limit on sales time, every 2 weeks if Influencers reach sales

according to the table, the company will pay a corresponding cash bonus.

Table 4.19: Table calculating commission fees and cash bonuses that
influencers will receive

Source: Author

● Payment process

The company will set a fixed 20% commission fee on TikTok Shop, the
payment amount is calculated according to the TikTok Shop system

After 25 days of video on air, the company will verify successful orders and
pay commission if revenue is over 1,000,000 dong.

Summary of chapter 4

Recommendations for improving marketing communication activities on the

TikTok platform are given to increase brand awareness and reach new target
customers to increase revenue including: Changing content strategy, Improve
Livestream activities, and deploy Influencer Booking activities. The author has come
up with a specific plan to help the company have a solution to complete SMMA on the
TikTik platform at the desired cost and efficiency to be achieved.

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CONCLUSION

It cannot be denied that social media activities on the TikTok platform play an
important role in the Marketing plan in general and the communication plan in
particular of each company and business. However, the importance of these activities
for each party is different and evaluating the effectiveness of social media marketing
activities gives businesses answers about the importance of that activity.

With Memon Joint Stock Company, Social Media Marketing brings many
benefits in both Marketing and finance, and more than 1 year of implementation on
the TikTok platform has also achieved certain results. Activities with the goal of
creating new sources of potential customers to increase revenue are the most effective
activities, the company has also done quite well in the steps of identifying target
customer files and identifying them. Clear direction for each activity. However, there
are still activities that are not effective and no solutions have been given to improve
activities.

Important factors such as "Entertainment," "e-Word of Mouth," and

"Trendiness" significantly impact the effectiveness of communication on the Shop
Gau Bong Online TikTok channel. However, the survey results indicate several low
points, particularly in terms of word of mouth and trends.

The highest level of interaction is observed through activities that involve

sharing information about the product. This implies that the Shop Gau Bong Online
TikTok channel has been successful in encouraging active participation and
interaction from users.

However, examining the trends reveals the lowest scores in the survey. This
raises questions about whether the channel adequately responds to and aligns with the
trends that consumers are interested in. There may be a need for increased investment
in market research and trend analysis to ensure that the Shop Gau Bong Online
TikTok channel genuinely reflects the diversity and uniqueness of the market.

With this information, Memon JSC needs to implement specific solutions to

improve SMMA performance on the Shop Gau Bong Online TikTok channel.
Decisions and detailed plan implementations, along with appropriate investments in
crucial factors, will help the company enhance brand awareness and improve the
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brand image of Shop Gau Bong Online on the TikTok platform, subsequently
enhancing the company's SMM activities.

Research limitations

The research topic has many limitations in terms of time, resources as well as
reference materials related to SMMAs on the TikTok platform are still very limited. In
the world, the number of research articles related to the topic is not yet available.
diverse because of the explosion and development of social networks, especially the
TikTok platform used in business, social media marketing has only appeared in recent
years.

Limitations in data collection and processing: Due to limitations in time,

human resources, and financial resources, qualitative research cannot be conducted on
a large scale, producing results that are not highly representative. Therefore, it is
difficult to comprehensively evaluate the effectiveness of social media marketing
activities on the TikTok platform.

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ADDENDUM

APPENDIX 1: INTERVIEW QUESTIONAIRE

Question 1: Please tell us what the current target customer group of your
company's Tiktok channel is?

Question 2: How important do you feel is Social Media Marketing on the

Tiktok platform for your company?

Question 3: What are the orientations and goals of SMM activities for Tiktok
channel that you and the current board of directors have set?

Question 4: What methods do you and the Board of Directors use to evaluate
the effectiveness of SMM activities for Tiktok channel?

Question 5: How do you evaluate the effectiveness of SMM activities for

Tiktok channel since its development until now?

Question 6: Currently, I have not seen any company collaborating with

influencers on the Tiktok platform, what do you think about this activity?

Question 7: In your opinion, what are the difficulties when implementing SMM
activities for Tiktok channel?

APPENDIX 2: SURVEY QUESTIONAIRE

PART 1: RESPONDENTS INFORMATION

Q-1. What is your gender?

1. Male
2. Female

Q-2. What is your age?

1. Under 18 years
2. From 18 – 22 years
3. From 22 – 30 years

Q-3. How long have you used Tiktok?

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 1. Less than 1 year
2. From 1–2 years
3. Over 2 years
Q-4. Frequency of using Tiktok in 1 day:
1. Under 2 hours
2. From 2-4 hours
3. Over 4 hours
Q-5. Your relationship status is:
1. Single
2. Being in a relationship
3. Married
PART 2: SOCIAL MEDIA MARKETING ACTIVITIES
Q-1. Entertainment
Strongly Disagree Neutral Agree Strongly
Disagree Agree
Gaubongonline TikTok
channel brings a lot of
entertainment
The content on the TikTok
Shop Gau Bong Online
channel is very interesting
The video images on the Shop
Gau Bong Online channel are
very eye-catching
Livestream sessions on Shop
Gau Bong Online channel
keep me watching for a long
time
I do not feel uncomfortable
when watching content on
Shop Gau Bong Online
channel
Q-2. Interaction
Strongly Disagree Neutral Agree Strongly
Disagree Agree
I can share information about
stuffed animal products of
Shop Gau Bong Online
Channel with others
I can chat or exchange
opinions with others through
the Tiktok Shop Gau Bong
Online channel
It's easy to give my opinions
about the video content on this
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Tiktok channel
It's easy to give my opinions
about the images and videos
on this Tiktok channel
It's easy to give my opinions
on stuffed animal products
through this Tiktok channel
Q-3. Trendiness
Strongly Disagree Neutral Agree Strongly
Disagree Agree
I once came across Shop Gau
Bong Online's video on the
"For you" section of my
Tiktok channel
I often see the Livestream of
Shop Gau Bong Online
channel on the "For you"
section of my Tiktok
The content displayed on the
Shop Gau Bong Online
channel is the newest stuffed
animal products on the market
Tiktok Shop Gau Bong Online
channel is a trend in channels
in the stuffed animal industry
Shop Gau Bong Online
channel helps me catch the
latest information about
stuffed animal products
Q-4. Electronic word of mouth
Strongly Disagree Neutral Agree Strongly
Disagree Agree
I want to convey the
information of Shop Gau
Bong Online channel to my
friends
I want to convey information
about Shop Gau Bong
Online's stuffed animal
products to my friends
I want to share content from
Shop Gau Bong Online
channel on my personal page
Advertisements on Tiktok

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positively influence my
attention towards Shop Gau
Bong Online's stuffed animal
products.
Q-5. Customization
Strongly Disagree Neutral Agree Strongly
Disagree Agree
The information I need about
stuffed animal products can be
found on the Tiktok Shop Gau
Bong Online channel
I can easily get information
about stuffed animal products
thanks to searching on the
Shop Gau Bong Online
channel
The content on the channel
provides all the information I
need about stuffed animal
products
Q-6. Brand Awareness
Strongly Disagree Neutral Agree Strongly
Disagree Agree
I've always known about the
Tiktok Shop Gau Bong Online
channel
I am aware of the
characteristics of this Tiktok
channel
I have seen Shop Gau Bong
Online's logo or products on
other Tiktok channels
I always remember the logo of
this brand
I mention Shop Gau Bong
Online first when talking
about stuffed animal products
Q-7. Brand Image
Strongly Disagree Neutral Agree Strongly
Disagree Agree
Tiktok Shop Gau Bong Online
channel is the leader in
channels in the same industry
I have good memories with

108
Shop Gau Bong Online's
products
TikTok Shop Gau Bong
Online channel is user-
centered

109