Marketing communication on media platforms: The case of TikTok marketing strategy

This thesis aims to examine the role of the TikTok platform in marketing communication within the Azerbaijan context. The study seeks to deeply understand the platform`s role from the consumer perspective, including usage habits, perceptions of brand content, and factors influencing purchasing behavior. The research was designed as a qualitative case study examining the single case defined as "marketing communication and consumer experiences on the TikTok platform in Azerbaijan." To analyze the complex structure of the case, an embedded design was adopted, utilizing five main themes derived from the literature (usage habits, brand perception, purchasing behavior, algorithmic interaction, trust and intention) as sub-units of analysis. A semi-structured interview protocol based on these themes was used to conduct in-depth interviews with 15 participants, selected through criterion sampling, all of whom had shopping experience on TikTok. The collected data were analyzed using the thematic analysis method. The findings reveal that for Azerbaijani users, TikTok is not merely an entertainment platform but also a hybrid media ecosystem that fulfills needs for information acquisition, finding practical solutions, and skill development. Perception of brand and influencer content is built upon conditional trust, with authenticity, transparency, and consistency emerging as the most critical trust factors. The integrated shopping experience of TikTok Shop transforms the platform into a powerful sales channel, while real-time interaction in live streams and social proof (particularly negative user reviews) directly influence the consumer decision-making process. In conclusion, it is evident that TikTok transforms marketing communication from a one-way message transmission process into an interactive and multidimensional dialogue. Success in this new ecosystem depends on producing authentic and value- driven content and striking a balance between algorithmic personalization and user experience. Aiming to fill a gap in the Azerbaijan-focused literature, this study recommends authentic content strategies and micro-influencer collaborations for practitioners, while offering suggestions to platform managers for optimizing advertising intensity and strengthening transparency mechanisms. Keywords: TikTok Marketing, Marketing Communication, Azerbaijani Market, Consumer Behavior, Social Media Marketing