A Systematic Literature Review on TikTok Short Video Native Advertising
Keywords:
Native advertising, TikTok Short video, literature reviewAbstract
This paper mainly defines the concept and sorts out the literature from the three aspects of native advertising, TikTok platform native advertising, and consumer purchase behaviour research. Provide the definition, characteristics and development dilemma of native advertising; From the perspective of “native advertising”, comprehensively analyze the types and characteristics of native advertising of TikTok platform; and sort out the literature of consumers' purchase behaviour.
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