The Power of Storytelling in Product Placement of TikTok's Short-Form Content: A qualitative study

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F25%3A63590498" target="_blank" >RIV/70883521:28120/25:63590498 - isvavai.cz</a>

Result on the web

<a href="https://papers.academic-conferences.org/index.php/ecsm/article/view/3456/3191" target="_blank" >https://papers.academic-conferences.org/index.php/ecsm/article/view/3456/3191</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

The Power of Storytelling in Product Placement of TikTok's Short-Form Content: A qualitative study

Original language description

This research explores the role of storytelling in product placement within short videos on social media, with a focus on the success of TikTok. With the rapid growth of social media marketing, TikTok has become a prime platform for brands to seamlessly integrate their products into engaging, story-driven content. The study uses a two-phase qualitative methodology; phase 1 consists of in-depth interviews with TikTok users and influencers, while stage 2 includes focus groups. The thematic analysis highlights how storytelling enhances the effectiveness of product placement on TikTok by shaping users&apos; perceptions, influencing their behaviors, and positively impacting overall brand perception. The findings reveal three major themes: storytelling enhances the effectiveness of product placements on TikTok by fostering entertainment, engagement, and perceived usefulness. When products seamlessly integrate into relatable storylines, users perceive them as more genuine, memorable, and practical. Storytelling on TikTok enhances product placements by making them feel more authentic, increasing brand trust, engagement, and purchase intent. This makes it a beneficial strategy for brands in the changing world of social media marketing. This study applies the Narrative Transportation Theory to short videos on TikTok, demonstrating that even short stories can maintain viewer interest and enhance the effectiveness of product placements. This study offers marketers and content creators TikTok product placement strategies using narrative. By integrating storytelling into short video content, brands can enhance viewer engagement, brand memory, trust, brand recall, and buy intentions.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2025

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Proceedings of the 12thEuropean Conference on Social Media

ISBN

978-1-917204-38-5

ISSN

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e-ISSN

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Number of pages

7

Pages from-to

345-351

Publisher name

Academic Conferences and Publishing International Limited

Place of publication

Reading

Event location

Porto

Event date

May 22, 2025

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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