Copyright (c) 2024 Revista FAECO Sapiens
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The article analyzes the use of social networks, especially TikTok, in business marketing in the country, based on the experiences and perceptions of Marketing students at the San Miguelito Regional University Center. The methodology was based on a non-experimental, mixed, cross-sectional study, carried out between 2023 and 2024 with a sample of 100 students, to whom a 10-item questionnaire was applied. The results showed that 60% of students used TikTok daily, dedicating between one and two hours a day to the platform; The main reason for use was entertainment, although it was also used for educational purposes and following trends. Regarding advertising, 70% frequently found ads on that network, but only 35% felt that the ads had a lot of influence on their purchasing decisions; Additionally, 45% had discovered local brands through TikTok, indicating the potential to promote local businesses on the platform. The study also showed that 70% of students considered it to be an important tool for future marketing strategies in Panama. The article concludes that TikTok is an effective platform for marketing in Panama, which can be used to contribute to the growth and development of local marketing in the country.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
