The Science and Information (SAI) Organization
  • Home
  • About Us
  • Journals
  • Conferences
  • Contact Us

Publication Links

  • IJACSA
  • Author Guidelines
  • Publication Policies
  • Digital Archiving Policy
  • Promote your Publication
  • Metadata Harvesting (OAI2)

IJACSA

  • About the Journal
  • Call for Papers
  • Editorial Board
  • Author Guidelines
  • Submit your Paper
  • Current Issue
  • Archives
  • Indexing
  • Fees/ APC
  • Reviewers
  • Apply as a Reviewer

IJARAI

  • About the Journal
  • Archives
  • Indexing & Archiving

Special Issues

  • Home
  • Archives
  • Proposals
  • Guest Editors
  • SUSAI-EE 2025
  • ICONS-BA 2025
  • IoT-BLOCK 2025

Future of Information and Communication Conference (FICC)

  • Home
  • Call for Papers
  • Submit your Paper/Poster
  • Register
  • Venue
  • Contact

Computing Conference

  • Home
  • Call for Papers
  • Submit your Paper/Poster
  • Register
  • Venue
  • Contact

Intelligent Systems Conference (IntelliSys)

  • Home
  • Call for Papers
  • Submit your Paper/Poster
  • Register
  • Venue
  • Contact

Future Technologies Conference (FTC)

  • Home
  • Call for Papers
  • Submit your Paper/Poster
  • Register
  • Venue
  • Contact
  • Home
  • Call for Papers
  • Editorial Board
  • Guidelines
  • Submit
  • Current Issue
  • Archives
  • Indexing
  • Fees
  • Reviewers
  • Subscribe

DOI: 10.14569/IJACSA.2025.0160215
PDF

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

Author 1: Raquel Melgarejo-Espinoza
Author 2: Mauricio Gonzales-Cruz
Author 3: Juan Chavez-Perez
Author 4: Orlando Iparraguirre-Villanueva

International Journal of Advanced Computer Science and Applications(IJACSA), Volume 16 Issue 2, 2025.

  • Abstract and Keywords
  • How to Cite this Article
  • {} BibTeX Source

Abstract: 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.

Keywords: TikTok; algorithm; consumer behavior; marketing

Raquel Melgarejo-Espinoza, Mauricio Gonzales-Cruz, Juan Chavez-Perez and Orlando Iparraguirre-Villanueva, “Impact of the TikTok Algorithm on the Effectiveness of Marketing Strategies: A Study of Consumer Behavior and Content Preferences” International Journal of Advanced Computer Science and Applications(IJACSA), 16(2), 2025. http://dx.doi.org/10.14569/IJACSA.2025.0160215

@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},
doi = {10.14569/IJACSA.2025.0160215},
url = {http://dx.doi.org/10.14569/IJACSA.2025.0160215},
year = {2025},
publisher = {The Science and Information Organization},
volume = {16},
number = {2},
author = {Raquel Melgarejo-Espinoza and Mauricio Gonzales-Cruz and Juan Chavez-Perez and Orlando Iparraguirre-Villanueva}
}



Copyright Statement: This is an open access article licensed under a Creative Commons Attribution 4.0 International License, which permits unrestricted use, distribution, and reproduction in any medium, even commercially as long as the original work is properly cited.

IJACSA

Upcoming Conferences

Computer Vision Conference (CVC) 2026

16-17 April 2026

  • Berlin, Germany

Healthcare Conference 2026

21-22 May 2026

  • Amsterdam, The Netherlands

Computing Conference 2025

19-20 June 2025

  • London, United Kingdom

IntelliSys 2025

28-29 August 2025

  • Amsterdam, The Netherlands

Future Technologies Conference (FTC) 2025

6-7 November 2025

  • Munich, Germany
The Science and Information (SAI) Organization
BACK TO TOP

Computer Science Journal

  • About the Journal
  • Call for Papers
  • Submit Paper
  • Indexing

Our Conferences

  • Computing Conference
  • Intelligent Systems Conference
  • Future Technologies Conference
  • Communication Conference

Help & Support

  • Contact Us
  • About Us
  • Terms and Conditions
  • Privacy Policy

© The Science and Information (SAI) Organization Limited. All rights reserved. Registered in England and Wales. Company Number 8933205. thesai.org