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How does algorithmic literacy challenge the utilisation of TikTok for global marketers, taking into account ethical concerns?

Vo Hoang Hoai, Phuong LU and Klimecka, Natalie LU (2023) BUSN39 20231
Department of Business Administration
Abstract (Swedish)
Thesis purpose: To investigate the role of algorithmic literacy in the case of TikTok, and how its strategic performance, including the challenges and associated ethical issues, affects global marketers.
Methodology: Adapting a social constructivist approach, twelve qualitative semi-structured interviews with global marketers allowed us to gather deeper insights
Theoretical perspective: In order to fulfill the above objective, the study looks at literature streams in social media algorithms and algorithmic literacy, as well as adopts scholarship in marketing ethics and socio-psychological concepts concerning consumer behaviour and decision making processes.
Results: The study found an above-average literacy of the marketer for its... (More)
Thesis purpose: To investigate the role of algorithmic literacy in the case of TikTok, and how its strategic performance, including the challenges and associated ethical issues, affects global marketers.
Methodology: Adapting a social constructivist approach, twelve qualitative semi-structured interviews with global marketers allowed us to gather deeper insights
Theoretical perspective: In order to fulfill the above objective, the study looks at literature streams in social media algorithms and algorithmic literacy, as well as adopts scholarship in marketing ethics and socio-psychological concepts concerning consumer behaviour and decision making processes.
Results: The study found an above-average literacy of the marketer for its strategic purposes; defining nuances within the algorithmic systems; having attitudes towards the algorithm; including a comparison to other platforms. However, a grey area and challenges were identified concerning its function. Additionally, the marketer identifies key ethical concerns concerning the algorithm. (Less)
Please use this url to cite or link to this publication:
author
Vo Hoang Hoai, Phuong LU and Klimecka, Natalie LU
supervisor
organization
alternative title
A qualitative study on the TikTok algorithms, personalisation & ethics
course
BUSN39 20231
year
type
H1 - Master's Degree (One Year)
subject
keywords
TikTok algorithm, Algorithmic literacy, Social media marketing, Personalisation, Marketing ethics, Ethical decision-making
language
English
id
9130111
date added to LUP
2023-06-29 09:32:34
date last changed
2023-06-29 09:32:34
@misc{9130111,
  abstract     = {{Thesis purpose: To investigate the role of algorithmic literacy in the case of TikTok, and how its strategic performance, including the challenges and associated ethical issues, affects global marketers. 
Methodology: Adapting a social constructivist approach, twelve qualitative semi-structured interviews with global marketers allowed us to gather deeper insights 
Theoretical perspective: In order to fulfill the above objective, the study looks at literature streams in social media algorithms and algorithmic literacy, as well as adopts scholarship in marketing ethics and socio-psychological concepts concerning consumer behaviour and decision making processes.
Results: The study found an above-average literacy of the marketer for its strategic purposes; defining nuances within the algorithmic systems; having attitudes towards the algorithm; including a comparison to other platforms. However, a grey area and challenges were identified concerning its function. Additionally, the marketer identifies key ethical concerns concerning the algorithm.}},
  author       = {{Vo Hoang Hoai, Phuong and Klimecka, Natalie}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{How does algorithmic literacy challenge the utilisation of TikTok for global marketers, taking into account ethical concerns?}},
  year         = {{2023}},
}