Uso de tik tok como herramienta de marketing digital en restaurantes de la ciudad de Manta.

Abstract

This research analyzes the use of TikTok® as a digital marketing tool in restaurants located in Manta city. The study identifies the strategies employed, the types of content posted, and their impact on user interaction. Through a descriptive approach, a sample of nine local restaurants was analyzed. The findings reveal that short and dynamic videos are the most utilized formats, with likes being a key metric to measure campaign effectiveness. It concludes that TikTok® is a versatile platform for digital marketing, although some restaurants lack defined strategies, limiting their potential.