Factors Affecting the Distribution of Skincare Products through Brand Awareness on TikTok Platform

• 발행기관: 한국유통과학회
• 저자명: Feby LARASATI Indah PUSPITARINI Abdul AZIZ Ricardo INDRA La MANI
• 간행물 정보: 『유통과학연구(JDS)』제22권 제10호, 79~90쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.10.31

국문 초록

Purpose: This study examines the distribution of skincare products through digital channels, focusing on the role of brand awareness within the field of distribution science. As social media platforms like TikTok revolutionize distribution strategies, this research aims to identify the key factors influencing brand awareness in the distribution of skincare products on TikTok. Specifically, the study explores how influencer marketing, content marketing, and electronic word-of-mouth (E-WOM) affect the distribution process by enhancing brand awareness.. Research design, data, and methodology: Employing an explanatory quantitative method, the study surveyed 400 TikTok users exposed to NPURE skincare promotions. Data was collected via Google Forms using non-probability purposive sampling. The analysis was conducted using SmartPLS and Structural Equation Modeling (SEM) to examine the relationships between distribution factors and brand awareness. Results: The findings reveal significant relationships between (1) influencer marketing and brand awareness, (2) content marketing and brand awareness, and (3) electronic word-of-mouth (E-WOM) and brand awareness in the context of skincare product distribution on TikTok. Conclusion: This research contributes to the field of distribution science by demonstrating how digital marketing strategies on TikTok influence brand awareness, consequently impacting the distribution of skincare products. The findings offer insights for optimizing distribution strategies in the digital age, highlighting the significance of influencer partnerships, content creation, and promoting positive E-WOM in digital distribution channels.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Results and Discussion

5. Conclusions

References

키워드

Influencer Marketing Content Marketing Electronic Word of Mouth Brand Awareness TikTok Distribution Science