Revolutionizing E-Commerce: Tiktok Shop and Power of Integrated Marketing Communication

• Published in: INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS) Vol. 4; no. 1; pp. 146 - 154
• Main Authors: Berewot, Juliana, Ariyani, Nafiah
• Format: Journal Article
• Language: English
• Published: 24.01.2024

This study investigated how consumer perceptions, integrated marketing communication (IMC), and the whole e-commerce landscape were affected by TikTok Shop's relaunch. Customers were drawn to the platform's apparent novelty as a result of the relaunch's increased curiosity. Customer p...