영화 마케팅 채널로서의 틱톡(抖音) 플랫폼의 효용성 연구

초록

This study analyzed the effectiveness of TikTok as a movie marketing channel based on a consumer behavior model. With the rapid development of digital technology, mobile device marketing, and social media marketing, consumer behaviors have evolved significantly. The SICAS model—comprising Sense, Interest & Interactive, Connect & Communication, Action, and Share—understands consumer behavior in a manner suited for social e-commerce platforms. TikTok, as a film marketing channel, offers multiple advantages: Providing multiple touchpoints through official movie accounts enables users to perceive the movie's image; strengthening the music experience and emotional resonance enhances users' interest in the movie; effective communication with users is achieved through various venues such as TikTok's trending topics and live broadcasts; adding ticket purchase links induces user purchasing behavior; and combining simple operations with rewards promotes the sharing of viewing experiences, making TikTok an effective movie marketing channel.

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