Show simple item record

dc.contributor.authorFira, Martyna
dc.contributor.editorMiśniakiewicz, Małgorzata
dc.date.accessioned2024-01-18T10:24:26Z
dc.date.available2024-01-18T10:24:26Z
dc.date.issued2023
dc.identifier.citationFira M., FMCG brands and new communication channels: how do food and beverage brands use TikTok in an emerging market? W: Innowacje w nauce i praktyce. Preferencje i oczekiwania konsumenta / red. Miśniakiewicz M., Kraków, 2023.en
dc.identifier.isbn978-83-89410-83-2en
dc.identifier.urihttp://hdl.handle.net/20.500.12182/1210
dc.description.abstractThe purpose of this paper is to assess the use of TikTok in organic marketing communication of food and beverage brands on the Polish market. Despite the rising popularity of TikTok in Poland, its adoption by FMCG brands and their patterns of communication in this application are still understudied. To address this research gap, desk research method was applied. One hundred bestselling brands of food and non-alcoholic beverages in 2022 were reviewed in terms of their presence and content on TikTok. The results prove that the use of TikTok as a tool of organic marketing communication is still at an early stage of adoption in Polish food and beverage industry. Among the top hundred brands, only twenty two have an official page on TikTok, of which eighteen profiles are currently active. The most popular themes in communication include tutorial posts, references to current TikTok trends or consumer habits, humour, real-time marketing, posts created with influencers and posts related to adventure or hobbies. The outcomes of the research are concluded with their implications for theory and practice.en
dc.language.isoen
dc.publisherMałopolska Szkoła Administracji Publicznej Uniwersytetu Ekonomicznego w Krakowieen
dc.rightsAttribution-NoDerivatives 4.0 Międzynarodowe*
dc.rights.urihttp://creativecommons.org/licenses/by-nd/4.0/*
dc.subjectmarketing communicationen
dc.subjectsocial mediaen
dc.subjectTikToken
dc.subjectfast moving consumer goodsen
dc.titleFMCG brands and new communication channels: how do food and beverage brands use TikTok in an emerging market?en
dc.typebooksectionen
dc.contributor.organizationSzkoła Główna Handlowa w Warszawieen
dc.description.physical110-117en
dc.title.containerInnowacje w nauce i praktyce. Preferencje i oczekiwania konsumentapl
dc.identifier.urlpublisherhttps://msap.uek.krakow.pl/wydawnictwoen


Files in this item

Thumbnail
Thumbnail

This item appears in the following Collection(s)

Show simple item record

Attribution-NoDerivatives 4.0 Międzynarodowe
Except where otherwise noted, this item's license is described as Attribution-NoDerivatives 4.0 Międzynarodowe