Impact of the TikTok Algorithm on the Effectiveness of Marketing Strategies: A Study of Consumer Behavior and Content Preferences

TikTok has become one of the most widely used platforms, its innovative video format has allowed companies and users to increase their visibility, transforming the way brands communicate their strategies. This systematic literature review (SLR) explored how the TikTok algorithm influences marketing strategies during the period 2021 to 2024. For this purpose, research was conducted based on the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) method. Also, reliable and relevant research databases were consulted, specifically Springer, Science Direct and EBSCO, from which 64 studies aligned with the inclusion and exclusion criteria were extracted, all corresponding to academic articles. After compilation, it was determined that 2024 was the year with the highest number of publications, representing 50% of the total number of articles. Likewise, the country that stood out was China with 28.13% of the related documents. Regarding the research approach, quantitative research predominated, followed by qualitative and mixed research. Finally, the study helped to understand the positive impact of TikTok on marketing, showing how it improves the visibility of brands, as well as identifying trends in consumer preferences, which allows the creation of more accurate strategies that are closer to the public.

@article{Melgarejo-Espinoza2025,
  title     = {Impact of the TikTok Algorithm on the Effectiveness of Marketing Strategies: A Study of Consumer Behavior and Content Preferences},
  journal   = {International Journal of Advanced Computer Science and Applications},
  volume    = {16},
  number    = {2},
  year      = {2025},
  publisher = {The Science and Information Organization},
  author    = {Raquel Melgarejo-Espinoza and Mauricio Gonzales-Cruz and Juan Chavez-Perez and Orlando Iparraguirre-Villanueva},
  doi       = {10.14569/IJACSA.2025.0160215},
  url       = {https://doi.org/10.14569/IJACSA.2025.0160215}
}