The Effectiveness of TikTok as a Digital Promotional Medium for Improving MSMEs’ Marketing Performance: A Systematic Literature Review

DOI

10.2991/978-94-6239-811-5_50How to use a DOI?

Keywords

Digital platform; Digital consumer behavior; MSMEs; Social media marketing; Stimulus Organism Response; Social commerce; TikTok marketing

Abstract

This article analyzes the role of TikTok as a digital promotional platform for Micro, Small, and Medium Enterprises (MSMEs), with particular attention to algorithmic visibility, short-video interaction, live streaming, influencer involvement, and social commerce features. Using a Systematic Literature Review approach, this study synthesizes 33 relevant articles published between 2020 and 2026. The analysis is guided by the Stimulus Organism Response framework to explain how TikTok features act as marketing stimuli, how consumers process those stimuli through trust, attention, perceived value, and emotional engagement, and how these processes lead to marketing responses such as brand awareness, engagement, purchase intention, and sales opportunities. The findings indicate that TikTok can support MSME promotion when business actors are able to create consistent, authentic, interactive, and audience-relevant content. However, the effectiveness of TikTok is not determined by platform algorithms alone, but also by digital literacy, content quality, consumer trust, and MSME readiness to maintain long-term customer relationships.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Leni Marlina
AU  - Henny Welsa
AU  - Muinah Fadhilah
PY  - 2026
DA  - 2026/10/29
TI  - The Effectiveness of TikTok as a Digital Promotional Medium for Improving MSMEs’ Marketing Performance: A Systematic Literature Review
BT  - Proceedings of the International Conference on Business, Economic, and Social Sustainability (ICOBES 2026)
PB  - Atlantis Press
SP  - 637
EP  - 650
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-811-5_50
DO  - 10.2991/978-94-6239-811-5_50
ID  - Marlina2026
ER  -