TIKTOK LIVE AS A DIGITAL MARKETING INNOVATION FOR MICRO, SMALL, AND MEDIUM ENTERPRISES: Implications for Brand Communications and Competitive Advantages

doi:10.36782/jcs.v14i2.2690

TIKTOK LIVE AS A DIGITAL MARKETING INNOVATION FOR MICRO, SMALL, AND MEDIUM ENTERPRISES: Implications for Brand Communications and Competitive Advantages

Muchammad Firman Mauludin

Abstract

The rapid growth of live commerce has reshaped digital marketing practices among micro, small, and medium enterprises (MSMEs), particularly within the food and beverage sector operating in highly competitive urban markets. This study explores how MSMEs adopt and interpret TikTok Live as a digital marketing innovation that strengthens brand communication and fosters sustainable competitive advantage. Unlike prior research that often frames live streaming merely as a short-term sales tool, this study emphasizes its strategic role in resource development. Employing a qualitative approach, the research integrates interpretative phenomenological analysis with strategic case studies. The investigation was conducted among food and beverage MSMEs in Malang City that actively utilize TikTok Live in their marketing activities. Data were collected through in-depth semi-structured interviews, limited observation of live streaming practices, and documentation review. Thematic and interpretive analysis was carried out using the Resource-Based View (RBV) framework. Findings reveal that TikTok Live functions not only as a promotional medium but as a dynamic marketing capability grounded in real-time interaction. Continuous engagement enables MSMEs to cultivate intangible resources such as communicative competence, market learning, creativity, authenticity, and emotional bonds with consumers. Branding emerges from accumulated interactive experiences and emotional proximity, rather than from one-way communication or visual identity alone. These intangible resources are historically embedded, difficult to replicate, and thus form the foundation of sustainable competitive advantage. Theoretically, this study extends RBV by integrating perspectives of dynamic capabilities and interactive experiences within the context of live commerce. In practice, it highlights how MSMEs can leverage TikTok Live to build enduring brand value, how media platforms can serve as spaces for authentic consumer engagement, and how audiences benefit from more personalized, emotionally resonant brand communication.

To cite this article (7^th APA style):

Mauludin, M. F. (2024). TikTok Live as a digital marketing innovation for micro, small, and medium enterprises: Implications for brand communications and competitive advantages. Journal Communication Spectrum: Capturing New Perspectives in Communication 14(2), 136-148. http://dx.doi.org/10.36782/jcs.v14i2.2690

Keywords

Digital Marketing Communication; MSME Branding; MSMEs Food and Beverage; Resource-Based View; Tiktok Live

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