EFFECTIVENESS OF TIKTOK MARKETING IN SRI LANKA'S APPAREL INDUSTRY

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.