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Keywords: Message appeal
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Journal Articles
Enhancing relationships through 60-sec videos: an analysis of relationship cultivation strategies on TikTok
Available to Purchase
Corporate Communications: An International Journal (2025) 30 (6): 977–993.
Published: 19 February 2025
...Jeyoung Oh; Ziyuan Zhou; Da-young Kang; Eyun-Jung Ki Purpose To understand how retail companies are using TikTok, a short-form video social media platform, this study investigates the use of relationship cultivation strategies and message appeals in TikTok videos posted by the top 100 retail...
