Abstract:
1. Introduction
As of early 2024, TikTok had 4.44 million users aged 18 and above in Sri
Lanka, with its ad reach covering 36% of the country's total internet user
base. This research aims to explore the impact of TikTok as a marketing
strategy for reaching target audiences in the Sri Lankan apparel industry,
addressing the research problem: "What is the impact of TikTok as a
marketing strategy in the Sri Lankan apparel sector?
2. Research Methodology
This research followed a positivist philosophy and used a deductive
approach, gathering quantitative data through a structured questionnaire
in a case study-based survey. The sample consisted of 113 managers from
BDS, selected via simple random sampling from a population of 160,
surveyed between June and July 2024. Data analysis involved descriptive
statistics and regression analysis, with the study focusing on four
independent variables: content formats, influencer marketing, branded
content and engagement, and paid advertising.
3. Findings and Discussion
The study found that engaging TikTok content formats are strongly linked
to increased audience reach. Influencer marketing was the most effective
strategy for brand awareness, while branded content and user engagement
also helped reach target audiences. Paid advertising was effective in
boosting both engagement and conversion rates.
4. Conclusion and Implications
TikTok has proven effective for the apparel industry by boosting brand
reach and engagement. Key strategies for success include using diverse
content formats, forming strategic influencer partnerships, and leveraging
targeted paid advertising. These insights help optimize TikTok marketing
to improve brand visibility and consumer interaction in the apparel sector.
