An Analysis of TikTok’s Platformization Impact and Social Media Marketing Strategies

Zhou, Eric; Zhang, Edison; Liao, Maya; Schools, Jacob

Student Work

An Analysis of TikTok’s Platformization Impact and Social Media Marketing Strategies

Público Deposited

After the Covid-19 pandemic, TikTok became a large social media platform influencing the opinions of over a billion users. Sponsored by CloudYo Technology (云哟科技), the goal of our project was to determine key variables for businesses to prioritize to increase viewership of their content on TikTok. The results from our experiment provided evidence that certain variables had a larger relationship to viewership than others, although each was significant. However, due to oversight and procedural roadblocks, our findings and project better serve as a pilot study for future topic endeavors.

This report represents the work of one or more WPI undergraduate students submitted to the faculty as evidence of completion of a degree requirement. WPI routinely publishes these reports on its website without editorial or peer review.

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