A conceptual framework for digital advertising spend optimisation via TikTok as a social media platform.

Abstract

This study presents a conceptual framework for optimising digital advertising spend on TikTok, a rapidly evolving platform that has redefined consumer engagement through algorithm-driven short-form video content. With its interactive features and high user involvement, TikTok offers unique opportunities and challenges for marketers aiming to maximise return on investment (ROI). Guided by the Stimulus–Organism–Response (S-O-R) theoretical model, this framework examines how specific advertising stimuli—namely advertisement inventiveness, content pertinence, and utilisation of platform capabilities—influence internal consumer responses such as emotional engagement. These responses, in turn, drive advertising efficiency, measured through conversion rates, engagement metrics, and brand recognition. The model also considers external moderating factors, including TikTok’s algorithm, market competition, and consumer behavioural patterns. This framework contributes to both theoretical understanding and practical decision-making in digital advertising optimisation within the TikTok ecosystem.