The Impact Of Technology Application On Service Marketing--Taking Tik Tok As An Example
Li Zhixin, Vanessa Gaffar, Ratih Hurriyati, Puspo Dewi Dirgantari, Heny Hendrayati

Faculty of Economics and Business Education，Universitas Pendidikan Indonesia(UPI)
Jl. Dr. Setiabudhi No.229, Cidadap, Isola, Sukasari, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154

Abstract

This paper aims to study the impact of the application of IT technology on service marketing by taking Tik Tok as an example. It mainly studies the technologies used by Tik Tok in platform operations and how these technologies affect marketing services. This article mainly adopts qualitative research methods, taking Tik Tok as the research object, and uses qualitative research to explain the technical application and influence of Tik Tok in the service marketing process. In addition to the qualitative research method, this article also uses the literature research method, case research, and participatory observation method. Through research, the application of IT technology enables users to have a good experience, enhances the user^s sense of participation, and thus improves word of mouth. The application of IT technology has dramatically promoted service marketing.

Keywords: Service Marketing- IT technology- Tik Tok

Topic: Marketing Management