DOI of the published article https://doi.org/10.37826/spektrum.v12i4.777
Marketing Communication Strategy Live Streaming TikTok Account @whitediary.id
Strategi Komunikasi Pemasaran Akun Live Streaming TikTok @whitediary.id
DOI:
https://doi.org/10.21070/ups.7261Keywords:
marketing communication strategy, social media, live streaming,tiktokAbstract
This study aims to evaluate the effectiveness of marketing communication strategies through the live streaming feature on the TikTok social media platform, focusing on the @whitediary.idaccount. The research methods used are observation and in-depth interviews with account owners and employees who act as streamers in live streaming activities. The results of this study indicate that @whitediary.idhas succeeded in utilizing live streaming as an effective marketing communication tool. Establishing a routineand consistent live streaming schedule, personal and friendly direct interaction, and delivering detailed product information have proven effective in increasing audience engagement and brand awareness. Data analysis from live streaming activities allows for appropriate strategy adjustments, so that it can reach a wider audience. This study confirms that live streaming is an innovative and relevant digital marketing tool in supporting the achievement of business goals
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