Strategies for Attracting TikTok Customers: A Case Study of Online Calligraphy Courses

John Storm, Yuanyuan Zhang*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)

Abstract

Micro-entities are vulnerable to being inadvertently impacted by policy shifts that seek to bring change in what may appear an unrelated area. Set in a context of turbulent change, this case examples how Design Thinking and AISAS models may be applied to facilitate the transition of a traditionally offline business model to gain a growing online presence on the TikTok platform.
Original languageEnglish
Title of host publicationThe China Business Casebook
PublisherEthics Press
Pages152-165
Number of pages13
ISBN (Electronic)978-1-80441-001-1
ISBN (Print)978-1-80441-000-4
Publication statusPublished - Jan 2023

Keywords

  • AISAS Model
  • Design Thinking
  • TikTok
  • China
  • SME

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