International Journal of Research Studies in Management
Divine Word College of San Jose Special Issue
2024 Volume 12 Issue 3
Available Online: 31 May 2024
Author/s:
Peralta, Destinee M.*
Divine Word College of San Jose, Philippines (peraltadestinee@gmail.com)
Manongol, Ruchelle A.
Divine Word College of San Jose, Philippines (richellemanongol@gmail.com)
Gaytano, Joice B.
Divine Word College of San Jose, Philippines (juysjoicegaytano26@gmail.com)
Pablo, Alfonso J.
Divine Word College of San Jose, Philippines (dc7enzo@gmail.com)
Eulogio, Melanie D.
Divine Word College of San Jose, Philippines (eulogiomelanie09@gmail.com)
Limos-Galay, Jenny A.
Divine Word College of San Jose, Philippines (jennygalay05@gmail.com)
Abstract:
This study determined the effect of TikTok marketing on the sales performance of cosmetic businesses in San Jose Occidental Mindoro. Employing a descriptive correlational research design and researcher-made instrument, data were collected from 37 respondents representing diverse cosmetic businesses in the area. The findings of this study revealed that TikTok business content effectively communicates unique selling points and boosts brand awareness and engagement, while TikTok influencer promotion positively impacts visibility, and drives sales for cosmetic businesses Overall, both strategies indicate their effectiveness in driving sales within the industry. The findings highlight the potential of TikTok marketing to significantly enhance sales performance for cosmetic businesses. This research contributes to the understanding of TikTok marketing within the industry and provides practical insights for businesses looking to leverage TikTok for sales growth. By shedding light on the effectiveness of TikTok in the industry’s sales performance, this study offers valuable guidance for cosmetic businesses seeking to capitalize on emerging social media platforms. Moreover, it underscores the importance of staying abreast of evolving digital marketing trends to maintain a competitive edge in the cosmetic market can also lead to the effective and efficient performance of employees and the success of an organization. Therefore, this study recommends that business owners should promote a diverse range of products and capitalize on the platform’s popularity to enhance brand visibility across different product categories, and business establishments may create more engaging content tailored to the target audience, and leverage the platform’s potential to drive growth across diverse settings.
Keywords: TikTok marketing, sales performance, TikTok influencer promotion, TikTok business content, cosmetic businesses
DOI: https://doi.org/10.5861/ijrsm.2024.1059
Cite this article:
Peralta, D. M., Manongol, R. A., Gaytano, J. B., Pablo, A. J., Eulogio, M. D., & Limos-Galay, J. A. (2024). Effect of TikTok marketing on the sales performance of cosmetic business in San Jose, Occidental Mindoro. International Journal of Research Studies in Management, 12(3), 191-203. https://doi.org/10.5861/ijrsm.2024.1059
* Corresponding Author