Proceedings of the 2023 International Conference on Economic Management，Financial Innovation and Public Service (EMFIPS 2023)

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Understanding the Role of TikTok’s Media Affordances in Promoting Sustainable Branding Strategies

Authors
Ivy Ziyi Yang1, *
1International School of Beijing, Beijing, 101318, China
*Corresponding author. Email: ivy.yangziyi@outlook.com
Corresponding Author
Ivy Ziyi Yang
Available Online 21 June 2024.
DOI
10.2991/978-94-6463-441-9_10How to use a DOI?
Keywords
Sustainable branding; Media affordances; Social media; TikTok
Abstract

The 21st century confronts us with pressing environmental challenges, necessitating innovative approaches for promoting sustainability. As society turns to social media for awareness and change, TikTok emerges as a platform to galvanize sustainable branding strategies. This study delves into TikTok’s distinctive media affordances that contribute to sustainable branding, specifically through factors such as visibility, persistence, association, and modality. Notably, TikTok appeals to a youthful demographic, with 80% of users aged between 16 and 34, and 60% belonging to Generation Z - a group often characterized by a passion for social causes. The platform’s algorithmic content delivery, user interactivity, and short-form videos enhance brand visibility. These features allow sustainable brands to harness user engagement and latch onto influential trends. By exploring the role of TikTok’s media affordances in sustainable branding, this research offers valuable insights that can guide efforts to foster positive environmental change, aligning brands with the values and concerns of a younger, socially-conscious audience.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 International Conference on Economic Management，Financial Innovation and Public Service (EMFIPS 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
21 June 2024
ISBN
978-94-6463-441-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-441-9_10How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ivy Ziyi Yang
PY  - 2024
DA  - 2024/06/21
TI  - Understanding the Role of TikTok’s Media Affordances in Promoting Sustainable Branding Strategies
BT  - Proceedings of the 2023 International Conference on Economic Management，Financial Innovation and Public Service (EMFIPS 2023)
PB  - Atlantis Press
SP  - 94
EP  - 102
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-441-9_10
DO  - 10.2991/978-94-6463-441-9_10
ID  - Yang2024
ER  -