Strategic Communication and User Engagement on TikTok: Analysis Study of Affordances, Behaviors, and Thematic Insights

Abstract

This Analysis study examines 55 peer-reviewed studies published between 2020 and 2025 to assess strategic communication and user engagement behaviors on TikTok. The study explores how algorithmic personalization, narrative design, and platform affordances influence engagement outcomes across contexts such as health, branding, politics, and youth culture. The findings are organized into seven thematic categories: content framing, personalization strategies, sociopolitical discourse, affective publics, branding communication, participatory design, and platform governance. Results show a methodological bifurcation between qualitative approaches in cultural discourse and quantitative modeling in marketing and health communication. The review highlights the centrality of perceived authenticity, second-person narrative, and short-form audiovisual storytelling in generating cognitive, affective, and behavioral responses. Despite TikTok's global influence, geographical and disciplinary gaps persist, limiting generalizability. This article contributes by mapping conceptual trajectories, synthesizing disparate findings, and identifying future research opportunities, particularly in cross-cultural analysis, algorithmic transparency, and emotion-driven engagement. Through a structured synthesis, the study enhances understanding of TikTok as a powerful communication platform situated at the intersection of digital culture and algorithmic media.