A Rising Marketing Star – A Study into Douyin Marketing

DOI

10.2991/assehr.k.211209.198How to use a DOI?

Keywords

Short video clips; Douyin; marketing

Abstract

Short video platforms available in the current market are no longer only a tool for entertainment, but also for the purpose of marketing. The study specifically focuses on first analyzing the status of Douyin in the industry. Based on knowledge acquired from academic readings and news articles about different product advertisements on Douyin, as well as practical experiments done on Douyin, the study analyzes both the deficits and advantages of launching advertisements on Douyin. Beyond those, the study brings up advice on how different advertisements should be launched on Douyin for the marketing industry.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Kedi Ling
PY  - 2021
DA  - 2021/12/15
TI  - A Rising Marketing Star – A Study into Douyin Marketing
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1230
EP  - 1235
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.198
DO  - 10.2991/assehr.k.211209.198
ID  - Ling2021
ER  -