Abstract
TikTok has become a dominant platform in digital marketing, leveraging its algorithm-driven content dissemination and high user engagement. Despite its commercial significance, research on TikTok marketing remains fragmented. This study employs a systematic literature review (SLR) following PRISMA guidelines to analyse peer-reviewed publications from 2016 to 2024, highlighting key themes, methodological approaches, and theoretical frameworks. The findings reveal a strong focus on influencer marketing, while content marketing and cross-platform strategies remain underexplored. On the methodology aspect, quantitative research dominates, with limited qualitative and mixed-method insights into consumer motivations. The study also indicates the need for interdisciplinary research and proposes a structured future research agenda.
This study provides a comprehensive view of key trends and gaps, proposing a structured research agenda. It offers practical insights for marketers navigating TikTok’s evolving landscape, emphasising the need for innovative, adaptive marketing strategies.