How does algorithmic literacy challenge the utilisation of TikTok for global marketers, taking into account ethical concerns?

Abstract: Thesis purpose: To investigate the role of algorithmic literacy in the case of TikTok, and how its strategic performance, including the challenges and associated ethical issues, affects global marketers. Methodology: Adapting a social constructivist approach, twelve qualitative semi-structured interviews with global marketers allowed us to gather deeper insights Theoretical perspective: In order to fulfill the above objective, the study looks at literature streams in social media algorithms and algorithmic literacy, as well as adopts scholarship in marketing ethics and socio-psychological concepts concerning consumer behaviour and decision making processes. Results: The study found an above-average literacy of the marketer for its strategic purposes; defining nuances within the algorithmic systems; having attitudes towards the algorithm; including a comparison to other platforms. However, a grey area and challenges were identified concerning its function. Additionally, the marketer identifies key ethical concerns concerning the algorithm.