TikTok: A Must-Have App

DOI

10.2991/aebmr.k.220603.165How to use a DOI?

Keywords

Social network; Market strategy; Competition; Short Video; subscribers

Abstract

Social networking has become the order of the day or the current generation. Developed in 2016, the impact Tiktok has had is a matter of concern. Thus, this research takes an interest to assess the marketing process of the company and the competition that the company has had to endure despite its current success. Majorly, the study is revolved around Tiktok in the Chinese market where the study employs an assessment of aspects that have helped the brand develop. The data for the research uses systematic sampling of the online literature from news sites and analyzed using approaches that are described in other secondary writings. It was found that Tiktok has had to encounter stiff competition from Kuaishou which contains pure Chinese literature and WeChat which covers every section of human interaction. Furthermore, the brand relies on the marketing strategy put in place by ByteDance first by acquiring Musically and the watermark in every video. COVID-19 was a trigger that got several people hooked on the app and its spread was influenced by the neighborhood effect. Generally, it is from from a combination of events that the brand used to attain the current prosperity to acquire billions in profit and the largest market share in China.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Junfeng Li
PY  - 2022
DA  - 2022/07/01
TI  - TikTok: A Must-Have App
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 1015
EP  - 1018
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.165
DO  - 10.2991/aebmr.k.220603.165
ID  - Li2022
ER  -