Tiktok jako efektivní marketingový nástroj

The bachelor's thesis focuses on analyzing the TikTok platform as an effective marketing tool for promoting products and services. The aim of the thesis is to determine whether and how both large and small businesses can use this platform to reach audiences and increase brand awareness. The theoretical part introduces basic marketing concepts, the characteristics of social networks, and an overview of the most commonly used platforms, including their role in marketing strategies. The final section of the theoretical part is dedicated to a detailed description of TikTok, where its features, algorithm, and promotional options are discussed. The practical part focuses on the analysis of three different subjects: the global brand Duolingo, the local business Section, and the individual creator JVKE. Publicly available data from TikTok were collected using the Apify tool. The analysis examined user engagement, audience behavior, content types, and the extent of organic brand reach.