| Title: | The Influencing Factors of Byte Dance’s Short Video Marketing Strategies |
| Author: | Jiang Weiyi |
| Advisor: | ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 18th National and International Academic Conference “Sustainable Horizon: Transforming Ideas into Impact” 6-7 August 2025 (pp.871-882) Click PDF |
Abstract
In the fiercely competitive short video market, effective strategies are vital for platform development. Byte Dance’s short video business faces challenges and opportunities, necessitating more competitive strategies.
This study drew on Integrated Marketing Communication (IMC) Theory, which stresses integrated marketing tools for a consistent brand message, and Technology Acceptance Model (TAM), focusing on user technology acceptance. It aimed to explore key factors influencing Byte Dance’s marketing strategies and offer optimization bases.
This study aimed to deeply explore the key factors influencing Byte Dance’s short video marketing strategies and provide a scientific basis for the platform to optimize its marketing strategies. A quantitative research method was adopted, focusing on four factors: content creativity, Key Opinion Leader (KOL) collaboration, user participation, and algorithm recommendation. A total of 400 questionnaires were distributed, and 352 valid responses were collected with a response rate of 88.0% to analyze their impacts on Byte Dance’s short video marketing strategies.
The study found that all four factors, namely content creativity, KOL collaboration, user participation, and algorithm recommendation, had a significant influence on Byte Dance’s short video marketing strategies. Based on the analysis results, the following suggestions are put forward for Byte Dance: (1) Enhancing Content Creativity to Boost Brand Appeal; (2) Deepening Collaboration Strategies with Key Opinion Leaders; (3) Increasing User Participation and Building Interactive Marketing Scenarios; (4) Optimizing the Utilization Efficiency of Algorithm Recommendation Mechanisms.
Keywords: short video marketing strategy, content creativity, algorithm recommendation
6717195022 Jiang Weiyi, 2568 (2025). Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Influencing Factors of Byte Dance’s Short Video Marketing Strategies, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
