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TABLE OF CONTENTS ABSTRACT..................................................................................................................iv ACKNOWLEDGMENT................................................................................................v LIST OF TABLES....................................................................................................... vii LIST OF FIGURES.......................................................................................................ix CHAPTER1:INTRODUCTION ·1 1.1 Rationale of Study ·5 1.2 Problem Statement ·7 1.3 Objective of Research ·7 1.4 Scope of the Study ·7 1.5 Significance of the Study ·8 1.6 Definition of Terms·9 CHAPTER 2: LITERATURE REVIEW .......................................................................9 2.1 Related Theories Review .............................................................................10 2.1.1 Marketing Mix Concept..............................................................12 2.1.2 SMCR Communication Theory ..................................................14 2.2 Related Literature and Previous Research ...................................................14 2.2.1 Product positioning .....................................................................16 2.2.2 Content variety............................................................................18 2.2.3 Uniqueness..................................................................................21 Page vPDF Image | STUDY ON THE PERCEIVED POPULARITY OF TIKTOK
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