TikTok and the Future of Digital Business: Exploring the Platform's Role in Shaping Global Trends
Keywords:
TikTok, Digital Business, Social Commerce, Consumer Engagement, Monetization StrategiesAbstract
Purpose: This study explores TikTok’s role in shaping global digital business trends, emphasizing its impact on e-commerce, consumer engagement, and platform-based marketing strategies. As one of the fastest-growing social media platforms, TikTok has redefined digital commerce by integrating short-form video content with interactive business models, influencing both consumer behavior and corporate marketing strategies.
Methodology/approach: A qualitative approach using content analysis is applied, reviewing secondary data from peer-reviewed journals, business reports, and case studies. This method provides insights into TikTok’s monetization strategies, algorithm-driven engagement, and market influence.
Findings: TikTok fosters high consumer interaction through personalized content, making it a key player in social commerce. Features like TikTok Shop and live-streaming commerce have enabled businesses and creators to monetize content effectively. However, challenges such as data privacy, regulatory scrutiny, and ethical concerns in algorithmic content distribution remain critical issues.
Practical implications: Businesses can enhance brand engagement and sales through TikTok’s marketing tools, while policymakers must address regulatory concerns. Digital marketers should adopt adaptive strategies to maximize TikTok’s evolving business potential while mitigating associated risks.
Originality/value: This study provides a structured analysis of TikTok’s role in digital commerce, offering insights for businesses, marketers, and policymakers on leveraging the platform’s opportunities and addressing its challenges.
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