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CHAPTER 2 LITERATURE REVIEW This chapter presents related theories, related documents and previous research, conceptual model, research questions, and hypothesis. 2.1 Related Theories Review 2.1.1 Marketing Mix Concept (4P’s) McCarthy (1960) proposed the famous 4P’s combination in 1960 namely product, price, place, and promotion. He thought companies that are engaged in marketing should consider thinking of many factors: on the one hand, paying attention to various external environments of the enterprise; on the other hand, developing marketing mix strategy. Marketing mix refers to the optimal combination and application of factors that can be controlled by the enterprise in the selected target market. Through the implementation of strategies, it can adapt to the environment, meet the needs of the target market and achieve the goal of the enterprise (Baruch,1971). With the development of production technology, the time gradually entering the Internet era, the marketing mix is no longer the traditional 4P’s model with variousPDF Image | STUDY ON THE PERCEIVED POPULARITY OF TIKTOK
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