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This research explores the ethical marketing strategies utilized by TikTok Business and their influence on customer engagement. As a dominant force in the social media sector, TikTok's marketing practices serve as a benchmark for both the technology and entertainment industries. This study provides an in-depth analysis of TikTok Business's core marketing strategies, highlighting the company’s commitment to ethical practices and social responsibility. By examining various customer touchpoints, the research illustrates how TikTok Business effectively engages with its audience across multiple platforms and services.The study employs a SWOT analysis to evaluate the strengths, weaknesses, opportunities, and threats related to TikTok Business's marketing strategies, with a particular focus on ethical considerations and social responsibility. Strengths identified include TikTok's innovative content creation tools and its ability to foster a highly engaged user base. Weaknesses involve concerns over data privacy and the potential for content moderation issues. Opportunities lie in expanding markets and partnerships with creators, while threats include regulatory scrutiny and competitive pressure.Findings suggest that ethical marketing strategies, when effectively implemented, significantly enhance customer engagement and trust. TikTok Business's approach to creating authentic and creative content, combined with transparent and responsible practices, can serve as a model for other companies seeking to balance commercial success with ethical integrity. The study concludes that in the rapidly evolving digital landscape, ethical marketing is not only a moral imperative but also a strategic advantage that can drive sustained engagement and loyalty among customers.
Suhardi et al. (Thu,) studied this question.