The Impact of TikTok on Business to Consumer Communication and its Long-Term Effects on Online Video Consumption

Baranyi Kristóf (2021) The Impact of TikTok on Business to Consumer Communication and its Long-Term Effects on Online Video Consumption. Pénzügyi és Számviteli Kar.

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Absztrakt (kivonat)

TikTok is a fairly new, but truly ground-breaking social media phenomenon. After its first appearance, the app started to take over the internet in 2019. As a result of being mostly the platform of the younger generation, most of society was reluctant to try it out. Things changed however when the pandemic hit and everyone was ordered to stay at home. Many people got tired of binging on the same shows and many developed an urge to learn new skills while they are in quarantine. These factors plus the seemingly infinite amount of free time provided the perfect atmosphere to try out a new platform. Millions started creating accounts on TikTok and not only consuming, but also creating content thanks to the low barrier to entry and the simple user interface of the app. TikTok gained worldwide popularity and became the most downloaded app of 2020 and it would be surprising not to see it claim the title this year again.When we look at the main factors behind the success of the app, we need to mention the user interface, the Hollywood-like star system, the previously mentioned low barrier to entry, the added value by the users, the intuitive creation tools provided for editing, the large number of functions that make it easy for a creator to interfere with their audience and the list goes on. Adding these building blocks together, it becomes evident that TikTok was crafted to take over social media. It is not a coincidence that the app is a global number one.External factors also contributed to the app taking over, such as the shortening of our attention span. Observing the contributing factors to such changes is going to be crucial for the study to be fully comprehensive. My aim with the dissertation was to provide sound and conspicuous conclusions using relevant information and my own experience in the industry. With this research paper, I not only wished to answer questions floating around this subject, but to start conversations around this topic and make people realize the once in a lifetime opportunity we are currently experiencing by watching a new app take over the market and being able to react and take action before the majority of people does.Talking about the evolution of communication between business and consumer has also been critical to see how big the impact of TikTok is on business to consumer communication and to understand how we ended up with unskippable 15 second YouTube ads, starting from monochrome written articles in newspapers just a couple hudred years ago.Conducting primary research was crucial to get a full picture on consumer habits to further analyse. To ensure the most precise and inclusive results, first a qualitative, then a quantitative research was carried out. The results were rather diverse, making the study even more compelling.By having looked at past data, having conducted the researches and having made the conclusions at the final chapter, I hope to have contributed to the reader looking at social media a bit differently than they were before reading this study.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Pénzügyi és Számviteli Kar

Tanszék

Menedzsment Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	21. század, internetmarketing, közösségi média, reklámkészítés, üzleti kommunikáció
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Már. 11. 08:48
Utolsó módosítás:	2022. Már. 11. 08:48

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