Multimodal Communication Analysis in TikTok Business Marketing
Keywords:
multimodal analysis, TikTok, business marketing, visual-verbal interaction, short-form video, social mediaAbstract
This study examines multimodal communication analysis in tiktok business marketing through a quantitative investigation of 100 TikTok business marketing videos analyzed for verbal, visual, auditory, and gestural modes, correlated with engagement metrics. Grounded in Multimodal Discourse Analysis (Kress & Van Leeuwen, 2006) + Social Media Marketing Theory, the research investigates the linguistic mechanisms underlying this phenomenon. Text overlay + spoken narration + visual demonstration (triple-modal) generated 2.8x more engagement than single-modal content. Verbal-visual congruence increased message recall by 42%. Trending audio increased reach by 54% but decreased brand attribution by 28%. Hook effectiveness (first 3 seconds) predicted 62% of completion rate. Regression: modal synergy (Beta=0.36), hook strength (Beta=0.28), authenticity perception (Beta=0.22) explained 44% of variance in engagement. Creator-voiced content outperformed professional voiceover by 38% on trust. The findings provide theoretical contributions and practical implications for business communication, organizational policy, and professional practice.
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