Research On TikTok Indonesia’s Brand Communication

Improving China’s international communication capacity is an important and urgent issue,and it is also a systematic project which requires the concerted efforts.The going global enterprises are an important part of China’s international communication capacity building.TikTok,the leader of Chinese information technology enterprises,has gone global as one of the important phenomena in China’s international communication field in recent years.TikTok Indonesia is an important site for TikTok to enter Southeast Asia.Currently,its three main official accounts have 7.5 million subscribers,making it a "demonstrator”for TikTok in Southeast Asia for TikTok in Southeast Asia.This study takes the brand communication of TikTok Indonesia in 2022 as the research object,analyzes its brand image and communication strategies,with a view to providing reference for the improvement of China’s international communication capacity.This study focuses on the two major themes of China’s international communication capacity building and Chinese enterprises’ going global.Using the corporate brand as the entry point,using the American scholar Jennifer Aker’s Brand Personality Dimensions and Chinese scholars’ research on social media brand personality,it uses quantitative research methods and in-depth interviews to conduct exploratory research on the brand communication activities conducted in TikTok Indonesia in 2022.Sort out their overseas communication strategies and study their communication effects.Enrich research on overseas communication of Chinese corporate brands and TikTok,and provide reference for Chinese companies going global.This study uses content analysis and interview methods to study the brand image of TikTok Indonesia.Taking the online and offline corporate brand communication information of TikTok Indonesia in 2022 and the reports on TikTok by three mainstream media in Indonesia as the research objects,through statistical analysis,the brand portrait of TikTok was conducted.Select 10 users of TikTok in Indonesia for in-depth interviews.The introduction describes the research background,significance,and innovations,identifies research objects and issues,combs relevant research and literature at home and abroad,and clarifies research methods.The first chapter is the research design,presenting the structure of data collection and in-depth interviews,and explaining the implementation process of data collection and in-depth interviews.Chapter 2 presents data processing and analysis.Through descriptive statistical analysis,the researcher presents TikTok Indonesia’s corporate brand communication strategy,which is based on the characteristics of Indonesia and the Indonesian market.Chapter 3 presents the research findings.Using the Brand Personality Dimension as a theoretical framework,combined with data collection and in-depth interviews,analyze whether TikTok Indonesia’s corporate brand communication is effective.Chapter 4 summarizes the research conclusions,summarizes TikTok Indonesia’s corporate brand communication strategies,and proposes feasible suggestions for Chinese companies going global and to build international communication capabilities.The conclusion mainly reflects on the limitations of this study and future research directions.Research has found that TikTok Indonesia’s corporate brand communication strategies mainly include four strategies:full online and offline coverage in channel construction,incentives and empowerment in user operations,differentiation and localization in content production,and continuous development and optimization in marketing functions.In 2022,TikTok Indonesia presented a brand image with four dimensions of Excitement,Competence,Novelty,and Joy.This brand image is highly consistent with the TikTok Indonesian image disseminated by mainstream Indonesian media and the TikTok brand image recognized by users.At the same time,mainstream Indonesian media and TikTok Indonesian users also pay attention to the Negative side of TikTok.This study proposes to deepen the role of private enterprises in promoting China’s international communication capacity,strengthen differentiated thinking to create omnichannel communication links,balance key node communication and"wide spread" communication,play the role of high-quality products and services as the cornerstone of brand communication,respect local culture,and highlight social responsibility in the development of Chinese private enterprises’going global and international communication capacity.