Papers on International Management
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Tik Tok On the path of Internationalization
The impact of social media and streaming platforms through internationalization
Abstract
The international demand of China’s Internet applications is the inevitable result of the development of Internet companies, and it is also the only way to expand the influence of Chinese Internet companies in the international Internet space and realize a community with a shared future in cyberspace. Among the many Chinese Internet applications that are on the road to internationalization, Tik Tok is the new star on the sky of social media and it is expanding at a proportionate rate. The success of Tik Tok is attributed to many factors which include the visionary approach, management practices, customization for customers, special focus on cultural factors and an inclusive approach altogether. The product was available to chine audience since 2012 but for the international audience, it was launched much later in 2018 when it acquired Muscly, a US-based company. But it became a success story immediately as it became 7th most downloaded social media application of the decade in 2019 after it was introduced to the international audience. In addition, Tik Tok relied on the strong capital and technical strength of its parent company, Bytedance, to complete a number of international acquisitions, coupled with the internationalization of management personnel and the localization of content operations, and initially realized international business and became a Chinese Internet application. A model of internationalization.Research showed that to some extent, social media could facilitate knowledge sharing by providing social interactions, platforms for experience sharing, relationships construction and networking opportunities, more throughout observations opportunities, and mutual swift trust. (Panahi et al., 2012).The app became an overnight success because of effective strategies dividing the local audience and international audience and offering them the content of their preferences. They did not launch the local version for the international market, rather they planned and created an international version as per the needs of an international audience and the made the right decision of two separate applications with two separate servers were developed but with same features. For example, the version provided by Tik Tok in China is not only short video publishing and sharing, it also relies on the traffic of popular short videos for product promotion and sales. Its search rules rely on keywords, the number of fans and the number of likes. This phenomenon shows a commercial model. Tik Tok’s version in the United States is more of a short video of users’ lives. They use this platform to record and share their lives. For American audiences, TikTok can feel a bit like the best-selling album, it only contains the most attractive elements and experiences of its predecessors (Herrman, 2019). Its search rules are more private, you need to know the existence of its account, prioritize and tend to be localized. Furthermore, the application has opened a new path for internalization because with its success it has established that social media applications from any part of the world can be successful. However, the firm is also facing a lot of challenges from many stakeholders. Primarily these stakeholders are governments as in India the court banned it temporarily, similarly Indonesia claimed it containing content against their cultural and religious values. The United States connected it with Chinese ‘conspiracy’ and its connection with Huawei. In essence, Tik Tok is already a media platform, which can represent the voice of some groups. Now Tik Tok has developed to a certain size. The speed of its development in some areas affects and threatens the country’s development and right to speak. This is the first real success of a domestic overseas app, but if Tik Tok cannot resolve its interests with other countries, Tik Tok’s internationalization process will be hindered. Nowadays, some countries want to acquire Tik Tok as their own country’s app. If Tik Tok easily sells other countries, it will be related to the internationalization environment of China’s overseas apps. In short, there are a number of challenges but it can go a long way and it will succeed if the strategies remain vigilant and inclusive. This article will analyze the strategy adopted by Tik Tok in the process of internationalization, and summarize the resistance encountered on its nationalization road.
Introduction:
Globalization has converted the world into an integrated place. This new phase of the world has opened many new paths for businesses. Now people do not really belong to one place, they belong to every place and every place belong to all the people.
The world is a shared resource among people and companies. The process of globalization has transformed the global economy. In such circumstances organizations have to make critical decisions about expanding their business out of their home country. The first wave of globalization started after the end of the Second World War in 1945 and it kept on increasing in years to come but the recent wave of globalization is supported by technological changes. During the last decades of the 20th century, the world was introduced to computers for commercial purpose and personal purpose followed by introduced of internet. The Internet truly connected the whole world into one entity but the people to people connection came with social media platforms. The strongest wave of globalization which has converted the whole world into one entity in its true meaning is enabled by social media platforms. Many connect the new form of globalization with commercialized personal computers and the internet and they are right but the real change came with the introduction of social media. Social media platforms change how the world interacted with each other previously.
With the popularization of social media and communication technologies, many knowledge-related activities (such as learning and sharing) are being carried out in online communities, introducing new forms of collaboration platforms (Dron & Anderson, 2014). The word was first introduced to social media sites in 2004 when Facebook was created. The process which started in 2004 with one site has today evolved to a greater extent today with a huge number of the new platform and billions of users around the globe. Social media sites and platforms like Facebook, Twitter, Instagram and Snapchat has billions of users and they have connected people into one platform without any physical boundaries. Therefore, the emerging social media has great potential in enhancing knowledge sharing through collaborative behaviors. People have similar goals and attitudes to acquire the necessary knowledge to pursue their own achievements (Wahlroos, 2010). Another dimension of the new wave of globalization is connected with streaming media sites (Fannin, 2019).
Online Streaming or online entertainment has introduced the world with a new face of possibility. This new venture has prominent names like Netflix, HBO, Amazon Prime, Apple tv etc. All these platforms have millions of subscribers and offer services in countries around the globe. Netflix is leading the industry with 80 million subscribers in over 190 countries. But the number of users on social media platforms is way more than streaming services. Facebook alone has over 1 billion users and in just 88 countries. Whether online streaming services or social media platforms, the United States has been the leading country in technological giants controlling the new wave of globalization enabled by online entertainment. But this monopoly is being challenged by China.
China has a hyper-competitive environment of social media platforms and online entertainment in general. The country introduced the strategy of confinement in the early years of social media where no outside platform is allowed to operate in china so the country developed its own platforms for social networking and streaming services. China has more than 116 live broadcasting mobile applications (Hemsley, 2018). This number is way bigger than a number of applications in the United States. But the USA was also able to put constraints on Chinese applications for time being but Tik Tok has made the exception.
Tik Tok，a new social media application introduced by Chinese company ByteDance has taken over the world with its most number of installs in 2018 and 2019. It is placed at 7th position in the list of most downloaded mobile application of the decade. With the new approach and its generic strategies, Tik Tok has introduced the concept of internationalization. The reason why Tik Tok can quickly acquire users after its launch has quickly become the top download app in many countries. One of the important factors is that Tik Tok is a sample of the Chinese version of “Tik Tok”, which is already in China. The market has undergone a long-term training process. After the “Tik Tok” went online in the Chinese market, it has carried out many upgrades and optimizations and expanded its functional business. Its technical structure, brand image, product positioning and operation methods have been relatively mature.
After Tik Tok entered the overseas market, it relied on “Tik Tok” to lay a solid foundation. As a mature and popular application entering the overseas market, Tik Tok is relatively easier to gain the favor of international users. In addition, Tik Tok entered the overseas market with a new short video application as a new type of mature application in the application session. As a representative of short video, Tik Tok developed from China to other countries. It has multiple social media features, and all videos on the platform are limited to short duration, ranging from a few seconds to a few minutes (Su, 2018).
The platform emphasizes the establishment of a content generation and sharing community. Many users expressed their preference for learning through Tik Tok. Studies have shown that the short videos provided by Tik Tok also meet the needs of most users to save time and quickly acquire knowledge, and users believe that they are very beneficial to their daily lives (Su, 2018). Users can share knowledge through these short video viewing skills and experience, and get rid of the boring knowledge of book concepts. As we all know, TikTok has become the most popular social media platform for Chinese millennials (Patrick, 2018). This entertainment-oriented platform has successfully realized an immersive user experience and stimulation mechanism.
Tik Tok is also constantly developing new features. Tik Tok relies on the development of mature features of China’s “Tik Tok”. For example, China’s “Tik Tok” features include live broadcast, e-commerce, social networking, and minor protection. These functions are also currently fully developed and tested by Tik Tok. However, considering some political factors, some functions can only be opened in some countries. These uncertain factors also increase the difficulty of Tik Tok’s global development. Tik Tok’s internationalization also relies heavily on capital investment. Its parent company has successively carried out six rounds of financing, all of which have provided more opportunities for the company’s international development. These capitals provide a solid economic foundation for the daily operation and research and development of overseas platforms.
In most overseas countries, Tik Tok has a dedicated operation team to provide support for the localization and localization of the platform. After the internationalization of the business level gradually matured, Tik Tok further deepened the degree of nationalization. At the same time, Tik Tok started the internationalization process at the organizational level. ByteDance not only appointed Tik Tok’s global CEO, but also rectified its overseas internal senior management. In June 2019, Blake Chandlee, who was responsible for ten years of global business cooperation at Facebook, was brought into the Bytedance Company and became the vice president of his own Global Business Solutions. In March, Bytedance will recruit senior executives in charge of Disney products to Bytedance as COO and Global CEO of Tik Tok. In addition, ByteDance also recruits other personnel into the company to be responsible for the development of the globalization process. Their international management experience and capabilities help ease the pressure of the internationalization process. The behavior introduced by ByteDance’s talents has paved the way for the international process.
The most important thing for Tik Tok to enter overseas markets is to carry out localized operations, promote local content and maintain the characteristics of international products. As Yimin Zhang, the founder of Bytedance, said Tik Tok’s international operation strategy is “globalized products + localized content.” This operation idea will attract users from different cultural backgrounds, and at the same time encourage these users to communicate and integrate on the products of this international platform. These users make Tik Tok an international public platform for international users to exchange and share. There are bound to be many obstacles to the internationalization of Internet applications in China, and many risks and difficulties will be encountered in the process of localization in different countries. These difficulties include the risks of user information security and privacy protection, the risks of content copyright authorization, the risks of bad content and the protection of minors. These are all difficulties Tik Tok needs to face and solve. In response to the above problems, this paper will explore in detail the strategies employed by Tik Tok for its vision of internationalization and limitations and challenges in the path (Kaul, 2011).
Problem Statement
I.How ByteDance has created a success story of Tik Tok in such less time? What are the contributing factors?
II.How Tik Tok has created a path for Chinese social media platforms for international success?
III.What possible limitations and challenges will be faced by Tik Tok in its pursuit of internationalization?
IV.To develop a comprehensive understanding of the role of social platform and streaming services through concept of internationalization.
V.How the social fabric has changed based on the overtaking of physical world by virtual world?
VI.How the international audience has responded to a new entrant to social media world and a disruption in the monopoly by United States in virtual world?
This project will explore the above-stated questions in detail and will try to find out answers to these questions to assess and understand the success story of Tik Tok. To learn about the new wave of globalization enabled by social media platforms and online streaming services. The world has been changed by the innovation of computers, internet and smartphone and it is getting changed every day a little bit more by new platforms and trends. Social media refers to a set of Internet-based applications based on its ideological and technical foundation Web 2.0, and allows the creation and exchange of user-generated content (UGC) (Kaplan and Haenlein, 2010). Social media is also defined as “online collaboration promotes and encourages participation, dialogue, openness, creativity and socialization among user communities.” (Bowley, 2009). The interactive nature of social media creates opportunities for Tik Tok for people to share knowledge on the Internet. Nowadays, people tend to and rely on social platforms on the Internet for communication, learning and life sharing, because it will provide more interactivity. Through this paper, it is aimed to develop a comprehensive understanding of the role of social platform and streaming services through internalization. This project is closely linked with course of international management as Tik Tok has successfully managed an international presence by customizing it for local and international trends. In the global world of 21st century, organizations have to carefully plan their international ventures as we have learned in the course of international management but the manifestation of the concept and frameworks of the study can be observed from the example of Tik Tok. The concept of globalization is well known but the literal connection of people to people is only possible through new wave of internalization which will be learned in this paper. Also the paper will explore how certain countries have developed the monopoly over these platforms and employ this monopoly to advocate their policies, culture and values in the world and how counter strategies are developed by the introduction of new platforms. All the leading platforms in social media networking and streaming industry ae lead by United States whether they are Facebook, twitter, Instagram or Netflix and Amazon prime. But Chinese platforms have started gaining international success. This is changing the set patterns in the world. Furthermore, through these platforms United States has successfully established its values and norms as standard for any other country to follow. But Chinese platforms will help propagate Chinese values and Chinese system. This propagation is no vivid rather it is done in very subliminal and subtle manner. Moreover, these aspects of social media in propagating of political objectives of countries will be explored. In short, the paper will help expand personal learning about the changing dynamic of globalization in the wake of online streaming services and social media platforms (Liqian, 2018).
Literature review
Background
The technology has changed all facets of lives. The technology has played an essential role in the emergence of globalization. One of the definitions of globalization is related to the shared resources among people and companies. It further led to the emergence of the global economy (Aggarwal, 2011). Jaumotte, Lall & Papageorgiou (2013) have argued that economies cannot survive in isolation, but the integration is required for mutual benefits. The process of globalization has changed the corporate world as well as it is required to expand the businesses outside the specific boundaries. Moreover, social media and streaming media is another product of technology that has added to the phenomenon of globalization (Narula, 2014). Social media has connected the world as people and companies can interact with the stakeholders in other parts of the world. Social media was initially developed to have the integration and connection between different people for a social purpose. However, social media has transformed the platforms to become one of the major sources of communication for individuals as well as companies (Tabachnick & Koivukoski, 2012). In this regard, social media has brought the individuals and corporates from different parts of the world, at one platform. In addition to that, social media is putting an influence on the economies as well as societies (Lv, Liu & Xu, 2019). Thus, different countries are contributing to the social world for integration and mutual benefits. Initially, social media platforms were US-based including Facebook, Twitter etc. but the trends of internationalization have changed as countries like China are also developing the social media and streaming platforms. So, the researcher has set the purpose of this dissertation to investigate the Chinese social media platforms like Tik Tok to understand its role in the case of internationalization. In this regard, the researcher has set aims, objectives and research questions for this dissertation to get the right direction of the study.
Research aim
The research aims to analyse the role of social media and streaming platforms through internationalization. To achieve the major aim of the study, the researcher has set different objectives to identify the factors for conducting a focused study.
Research objectives
·
To analyse the impact of social media and streaming channels on internationalization generally.
· To analyse the success story of Tik Tok and role of Byte Dance in this case.
· To analyse the impact of Tik Tok on Chinese considers reaching international markets and societies.
· To analyse the limitation and challenges faced by Tik Tok in its pursuit of internationalization.
· To conclude the understanding of social media and streaming platforms through internalization, while discussing the role of Tik Tok.
The research aims and objectives lead to formulating research questions for stating the focussed factors to conduct the study. The research has developed three research questions to conduct this study in which influencing factors are mentioned.
Research Questions
1. What are the contributing factors to the success of Tik Tok?
2. How has Tik Tok become a way for Chinese consumers of social media to go through the concept of internationalization?
3. How do social media and streaming platforms contribute to internationalization in the context of Chinese social media?
Literature Review
Introduction
The literature review sets the tone of the study as it discusses different concepts involved in the research. The past studies are used to critically analyse the concept of globalization, social media, and streaming platforms while understanding the impact on the internationalization. Moreover, the literature review is related to the research question to make it a focused study on the given context while narrowing it down to the focussed area of research.
Globalization
The globalization is turning the whole world into a single entity in which people and organizations are technologically connected (Chaiprasit & Swierczek, 2011). The current focus of globalization is on technology as the internet, and technological advancement have made it easier for people to interact through online interactive channels. It can be said that social media has become one of the indispensable needs of people today. We may survive for several days without eating or drinking, but it is difficult to survive for a day without social media, because technology has overwhelmed us (Ashar, 2019). The process of globalization has transformed the economies, as well as the connections, are stronger and easier in today’s technological world (Terry, Mark & Gordon, 2011). The companies have also got the opportunities to operate in different markets for increasing the customer’s base. The processes and operations of the companies have become easier and effective due to the globalization and technology because stakeholders from all over the world are available on online channels (Fatima, 2017). However, the scholars argue the shortcoming of the globalization as well as the local economies and specifically small and medium-sized companies are receiving the crowding-out effect. The crowding-out effect is happening due to the stronger financial and operational positions of international companies that take competitive advantage over local companies and cause the crowding out for the local companies (Leonard, 2013). Though the shortcoming of the globalization is acceptable and government are taking steps towards standardizing the international operation, still globalization is necessary, and all countries want to connect with other countries for economic and operational benefits.
According to Terry, Mark & Gordon (2011), the United States of America is considered as the most advanced country around the world and globalization have made its influence and presence on other economies. The US also possess the strong technology to connect with the other world that has benefited the economy to multiply its growth by multiple times (Wayne, 2019). In this regard, the companies from the US are making sure that all stakeholders are engaged to benefit the local companies and economies as a foreign direct investment has also emerged to put the stakes in other economies for the enhanced consumer base. However, scholars have argued the benefits of globalization to the stronger economies while smaller economies can suffer due to this phenomenon (Montobbio & Sterzi, 2013). Because the stronger economies can put control of local markets like China is emerging as the global economy and showing its presence in different parts of the world (Jaumotte, Lall & Papageorgiou, 2013). The strong emergence of China is one of the reasons behind Sino-US trade war as well as the powerful countries want to keep the hegemony in the world through globalization (Wang and Ge, 2020). The argument shows that the country gains power through globalization and technology while countries like China can also emerge to compete with other economies on the global canvas (Mor, 2018). From all the discussion, technology is identified as the major enabler of globalization and it is required to understand the role of social media and streaming platforms in globalization as it is also a product of technological advancement.
Globalization and Social Media
The recent wave of globalization is witnessed in the shape of social media and streaming platforms as it has given a chance to consumers for the two-way communication (Hutton & Fosdick, 2011). The interactive channel has provided the opportunity to the consumers to make their content and post for different purposes like individual interaction with society and economic purposes as well (Schroeder, 2016). With the internationalisation of social media, the information exchange of social media users becomes more dynamic and descriptive (Association, and Resources, 2018).This allows users to better express and feedback their ideas and opinions, which could effectively reduce the misunderstanding between information communication. At present, almost all development companies are committed to internationalising and globalising their applications. People share what they have seen and heard, and at the same time, it also drives the cultural output. Kreps (2020) points out that social media platforms allow content to be shared and consumed. In this era, human beings can rely on their eyes and ears for information to an unprecedented extent. Individuals can post original content on social media through their collection of news and information, which helps spread information. The social and streaming media started at the end of the 20th century while in first two decades of 21st century, social media and streaming platforms have received great importance due to technological advancement and innovation in the technology (Ignatius, 2017). The social media users are in billions including individuals and corporates. On the other hand, the critiques have argued about the unauthenticity of the information posted on social media because in different cases, the individuals and companies have faced problems due to the content posted without any authentication (Kowalczyk & Pounders, 2016).
For example, Pepsi launched an advertisement starring Kendall Jenner, in which the endorser was giving a message of harmony between different races and sharing Pepsi among the demonstrators. Social media did not take the advertisement well and trends started against the advertisement without authenticating any information. As a result, the company had to publish apologies without any bad intention towards society, and that causes financial loss to the organizations as well (Dozé, 2018). The Lyon & Montgomery (2013) argued that the unauthenticity of the information is the drawback of the social media as anybody can publish the information without referring to reliable sources but in the broader context to has helped the companies and society as well. For instance, in the case of United Airlines America, the crew tortured a passenger for getting the seat vacant. The content was recorded and published on social media by fellow members and as a response, company had to apologize to the passenger due to the power of social media (Mitra, 2017). So, both instances can be found in the case of social media. Still, most of the researchers have supported the role of social media to post the content and getting connected to other people and organizations around the world.
Impact on internationalized behaviours
Social media is found to be influencing the views, opinions and behaviours of the people and companies worldwide as the strategies are made by evaluating the international trends. The researchers state that social media and streaming services are way more impactful than any other technological change in terms of communication (Lund and Manyika, 2019). It is discussed that the edge of social media and streaming channels is due to high interactivity as in the traditional times media was not providing the two-way communication or interactive services. However, social media has changed the perceptions of the people due to content sharing within different parts of the world (Carr and Hayes, 2015). For example, the fashion industry is found to be growing because fashion trends have become globalized, and companies are using online channels like social media to change overseas trends as well. In this regard, other innovations could not unlock the achievement of high interactivity that is done by social media and interactive channels (Scuotto et al., 2017).
The internet has changed different facets of this world while social media has become the major source of internationalization. The researchers have presented the use of the internet to transform society because the borders have shrunk to communicate and carry out the transactions. In some regard, the use of social media and streaming channels have enabled the commercialization of the attitudes and behaviours (Barger, Peltier & Schultz, 2016). The countries like China has also witnessed a change in behaviours as younger generations like millennials are expecting states and companies to be more global for mutual benefits (Lin, Marjerison & Kennedyd, 2020). On the contrary, the researchers stated that political, regulatory measures become the major barrier for the internet and even social media channels to connect with the other world. Different countries have imposed the sanctions on media in which China highlights as the major censor of the internet and social media of international channels that are not available to use.
The information is found as the major characteristics of the internet generally, and social media and streaming channels specifically. The raw information is disseminated from one person to another while the companies also engage in sharing the information and influencing the behaviours of the customers (Hur et al., 2017) However, the regional regulations and other limitation are discussed further in this literature, that plays a role of catalyst to change the perceptions about the shared information. In further context, the researchers have argued that social media has changed the basic fabric of society as there are two types of societies emerged, including physical society and virtual society (Tajvidi et al., 2018). The physical society has witnessed a great change from the virtual society because the behaviours of the people have changed. For example, a luxury fashion company like Louse Vuitton is getting endorsed by Angelina Jolie on virtual networks to manoeuvre the behaviours of the consumer positively for the organizations and it is targeted to different countries (Kasztalskam, 2018). More examples show the global scope of social media and streaming channels to shape the society by influencing behaviours, attitudes and perceptions of the people and organizations. In addition to these characteristics, there are some limitations and challenges of social media as a global network.
Limitations and Challenges
Social media face the political and regulatory limitation in terms of globalization. It is found that the social media and streaming media is changing the dynamics of the society, which is not acceptable by different regulators around the world. Like in 2013, YouTube got banned in Pakistan because of the unacceptable content about religion. The supporters of liberalism believe in the freedom of speech while the specific societies have behaviours that are breached by social media and streaming channels due to authentication issues and validation of information (Malik, 2014). In this regard, the Chinese government also banned international social and streaming media channels like Facebook, Twitter, Google etc. that comes under the internet censorship because international bodies can do propaganda by changing the demographics of any society. However, the importance of social media is not neglected, as China has initiated its own social media channels like Weibo, WeChat etc (Florenthal and Chao, 2015).
According to a report published by Wakefield (2019) on BBC, the Prime Minister of Sri Lanka banned the use of some social media including Facebook. In Sri Lanka, on the grounds of “avoiding spreading rumours” after an explosion on Easter in 2019, which killed more than 300 people. Through social media, content sharing can spread quickly from one country to another. The global coverage of social media sites has blurred the geographical boundaries between countries (Association, and Resources, 2018).That is because terrorists used Facebook to stream live footage of their attack on a Mosque in New Zealand and continue to share the video endlessly. In Myanmar, Facebook has been used to spread violence. Although the Prime Minister of New Zealand did not issue a ban on social media, she believed that social media should be responsible for the viral transmission of these videos containing dangerous content, and pointed out that stricter supervision measures should be taken on social media (BBC, 2019).Many speakers at the TED conference in Vancouver claimed that the Internet had been corrupted by fake news because of the spread of misinformation. In the real world, deadly behaviour can even occur because of these misinformation (Wakefield, 2019).
In addition to that, a lack of control on social media is hurting the concept of globalization. It is witnessed that interactive channels have been used to track and ambush the police in Hong Kong riots. Such reasons are given by the supporters of such bans to make sure that the integrity of the nations is not breached (Lin, 2016). There is no denial to the importance of social media, but the impact on overall society and integrity of the states are compromised by these channels. That is the reason why; international social media channels cannot operate officially in the countries like China where 800 internet users are present. In further context, the country has imposed legal constraints on a few social media apps because of negative impacts (Tai, 2014). So, political and legal constraints are major that is binding social media to serve the purpose of globalization. There should be a standard implementation provision for social media, which can help social media reach a wider audience (Association, and Resources, 2018). Still, the countries and companies are trying to show presence in the global world as the US was the leading social media developer for the last two decades while China is recently emerging as a major player. In this regard, apps like Tik Tok has got success not only in China but in other parts of the world. So, the focused research is required to analyse the factors identified in the current literature review.
Research gap
The process of globalization has made the world’s economies more closely connected, but it has also helped companies to expand their customer base more easily （Terry，Mark＆Gordon，2011）. But globalization has also caused economic losses to small and medium-sized local companies. At present, technology is driving globalization forward. The United States is considered the most advanced country in the world and a powerful economy. China is acquiring technology through globalization and participating in competition with other economies. Streaming media platforms and social media, as emerging industries in recent years, have witnessed the process of globalization. Social media connects people with different cultures and values around the world (Winseck and Pike, 2007). Under Maslow’s level of needs, people achieve a sense of belonging by establishing connections or relationships with others. Tiktok is providing such people with a platform for expression and communication. And Tiktok is an outstanding representative of the type of social media. From the above-mentioned literature review, we can know that Tiktok is currently the most popular short video software in the world, and it has very considerable downloads in India and the United States.
However, Tiktok’s success in the United States and India has realized its vision of internationalization, and has not eliminated a series of differences in culture and values between different countries. It is the huge number of downloads that has attracted the attention of the US and Indian governments. The United States government believes that the content spread by Tiktok poses a threat to national development. The Indian government has issued a ban on Tiktok (Yee, Toh and Toh and India’s national security and public order, sovereignty and integrity, and India’s defense). Ziady, 2020). However, Tiktok’s success in the United States and India has realized its vision of internationalization, and has not eliminated a series of differences in culture and values between different countries. It is the huge number of downloads that has attracted the attention of the US and Indian governments. The US government believes that the content spread by Tiktok poses a threat to national development, and the Indian government has issued a ban on Tiktok for reasons such as unacceptable religious content. After the bans in the US and India were issued, there are quite research studies on the impact of India’s ban on Tik Tok on the country or on the economy. Unfortunately, few studies have been carried out on will these countries’ restrictions on Tiktok policies and regulations affect other Chinese software’s subsequent entry into the international market or internationalization? The research on this research gap is mainly to analyze the future progress of the international development of other social media and streaming media platforms in China and the obstacles they may encounter under the influence of the Tiktok ban.
At present, social media and streaming media platforms are fast-growing areas. China has made some progress in globalization, posing a threat to the US’s technological hegemony. In the process of globalization, countries should seek common ground while reserving differences, instead of issuing bans on software after problems are discovered. The globalization of software has not only promoted economic development, but has not yet provided local employment opportunities. For example, in India, there are 2,000 employees working for Tiktok. After India issued a software ban, it is very likely to provide a model for other countries in Southeast Asia and even European countries (bloomberg, 2020). Bloomberg (2020) also pointed out that this move by India to issue a ban may affect the extent to which other countries allow China to collect user data and the potential impact on the future economy.
In addition, the Chinese Embassy in Delhi stated in a statement that “certain applications in China are discriminatory and selective, with far-fetched and unclear purposes.” First, when the Indian government began to impose policy and legal restrictions on Tiktok Later, government officials and some users will be resistant to Tiktok, which will have a negative impact on other software entering the Indian market. Government officials will conduct more demanding and critical censorships on other Chinese social software in terms of promotion and use. There is a certain degree of hindrance. On the other hand, in the future, if other countries follow the example of India, this will not only affect the entry of other Chinese social software into the international market or internationalization, but also adversely affect China’s globalization development. These actions are very unfair to other social software and streaming media platforms in China.
Yee, Toh and Ziady (2020) pointed out that Internet companies such as ByteDance regard India as a major growth market. According to data from the World Bank, in 2018, India bought more than US$90 billion worth of products from China, and India’s exports to China were less than one-fifth of them. When the war between India and China spread to the technical field, it threatened the billions of dollars invested by Chinese technology companies in India. Price also mentioned in the same report that China has made what India wants. Unless the boycott and ban on China’s procedures can harm China, India’s current approach is just an empty threat. When these investments are affected, India’s economy will be greatly affected and a certain amount of turbulence will occur.
Due to the advantages of international companies in terms of finance, economic conditions and competition, small and medium-sized companies with local economic deficiencies are excluded, which is the crowding-out effect (Leonard, 2013). Smaller economies will suffer losses due to globalization (Montobbio & Sterzi, 2013). For Byte Dance, the company’s main source of income comes from advertising, e-commerce, games and other departments not Tiktok. Therefore, in China, Byte dance is an enterprise with advantages in finance, operating conditions and competition, and it is also a relatively powerful economy. For Tiktok, it is Byte dance that has promoted the social media of Tiktok to the international market after the company has been internationalized. But for companies or small economies that do not have strong advantages, they develop a new software to put on the market, hoping that the software will first go to the international market and achieve globalization, and then use social media software to promote the company’s internationalization. When India and the United States imposed a ban on Tiktok, the road of these small and medium-sized enterprises that were not easy to internationalize was even worse. It will have a certain degree of impact on the economic and operating conditions of small and medium enterprises. Small and medium-sized enterprises want to take a longer road to the international market and globalization.
Summary of research trends
In the era of media globalization and technological integration, technology and more and more media have been promoting globalization. The main medium of the global media phenomenon is multinational companies. Edmunds and Turner (2005) has notes that the globalization of the media has helped the generation and dissemination of information. The positive impact on emerging market economies is particularly huge. These countries have increasingly used existing foreign knowledge and technology to improve their innovation capabilities and labor productivity growth. For example, in the ten years after 2004, IMF World Economic Outlook (2018) reported the knowledge flow of technology leaders may bring about 0.7% increase in labor productivity for each country/regional sector per year. This accounts for approximately 40% of the average productivity growth observed from 2004 to 2014. The phenomenon of media globalization and the increasing abundance of media text production have had various effects, and communication scholars are studying this. Media globalization is a wide range of topics, including television, radio, film, music, the Internet and other forms of digital media (Lyons, 2005). This article will focus on media globalization that will narrow the cultural gap between countries. Secondly, in the highly developed Internet era, how social media can change our perceptions. Finally, there is the impact of national supervision on new social media.
Winseck and Pike (2007) has stated that Although cultures around the world have different traditions and histories, social media connects people all over the world without ignoring the cultural differences and geographic boundaries between them. Globalization has existed for a long time. It is closely related to the origin of modernity. The world has been connected for a long time, and there are many centers of mutual influence instead of one or two centers. This has been obvious in the 19th century. Many things and people’s behaviors are increasingly transnational, transcontinental, and cross cultural. People go from the same letter to each other, to telegram, and after the phone call is the integration of new social media and globalization. Space has shrunk the world to a smaller area of interaction. People all over the world can communicate with each other, send and receive messages within seconds. This is because every country or region has its own unique cultural characteristics. Cultural inconsistencies in turn affect user activities (Hu et al., 2017). The United States dominates global online media and owns and operates the world’s largest digital TV portals (HBO Now, Netflix, Amazon) and social media platforms (YouTube, Facebook, Twitter). These portals and platforms are well known around the world. Twitter is a huge social networking site dedicated to rapid communication. More than 140 million active users posted more than 400 million 140-character Twitter every day. Twitter is a communication medium for people from all walks of life and its speed and ease of publishing make it very important (Kumar et al., 2014).There are different motivations for using and browsing. Java et al.(2007) analyzed the purpose and geographic location of Twitter users to determine the three main types of use: First of all, users who update daily are more focused on sharing their daily life, updating news or some links, but do not care about it. Other people’s communication does not care about other people’s comments (Iryna et al, 2016). Secondly, Twitter is used as a tool for sharing daily experiences, opinions and comments. These Twitter authors form communities online that can support different social networks (Dijck,2011). However, the third type is the invited users. They are all Internet celebrities. Twitter authors tend to stay longer on the Internet and remain active (Johnson,2009). In addition, because of this relationship, certain communities have higher retention rates. Mutual awareness in social networks is effective for discovering communities. There are many differences between Chinese and Western cultures; differences in integrity and individuality; differences in Chinese and Western speech; differences in values and moral standards; differences in social relations; differences in social etiquette; differences in social practice (Lloyd and Hall,1996). For example, Western culture is based on individualism rather than collectivism. In many Western societies, people emphasize individual rights, rather than putting the entire society above one self. In China, the country, society or family is based on itself, which is obviously different. However, with the development of social media, cultural differences between China and the West have gradually narrowed. China also has a local version of Twitter, which is Weibo. There are some rules and boundaries on the Chinese Internet. With these special laws, Chinese netizens can still publish their Weibo content and share their ideas relatively freely (Sullivan, 2014). People use social media for many reasons. Whether you use Twitter, Weibo or Instagram, the reasons for Tiktok are similar. First, it is clear that people need to connect and interact with others. As supported by Maslow’s hierarchy of needs, people desire to realize a sense of belonging through relationships with others. Establish emotional connections or relationships with other people. These social media provide this opportunity. People can communicate with others through virtual communities on the Internet and belong to different networks. In terms of interacting with others online, people use social media to gain knowledge, understand different perspectives, and their views on issues, topics, and events. Most importantly, the new social media is used for social interaction; it is a form of media that allows people to participate in conversations and online conversations without having to face-to-face with others. And you can also meet strangers from other places and even other countries (Guo-Ming, 2013).These differences can be understood through the five dimensions of Hofstede. Which can be understood through individualism and collectivism. The dimensions of individualism and collectivism take into account the degree of social integration into the group and its perceived obligations and dependence on the group (Sawyer and Chen,2012).Obviously, for users of these social media, whether in China or Western countries, they are more willing to make more friends or be seen by more people by showing themselves, rather than simply maintaining reality. Relationships that already exist in life.
To some extent, social media is a form of virtual reality. Sometimes it is completely different from real life. On social media, people tend to show only the best parts of their lives and ignore the negative and exciting parts. New virtual worlds are appearing every day, and current implementations are growing rapidly. Some people even say that more and more daily interpersonal communication, economics and culture will happen in these virtual environments (Stafford,2013). The core focus of TikTok is short videos of 15 to 60 seconds, and it can show each user the most relevant entertainment content. Most of tiktok users share videos of pets for dancing, lip syncing and funny. Katie (2020) believes that these users have rich imagination, creativity, and desire to express themselves, and hope to be known by others after self-disclosure. Short video social applications represented by Douyin provide expression and expression for those who desire to express themselves. Platform for communication. According to Choi, it not only enables people to get rid of the limitations of real life, but also provides a platform for people not only to experience different social roles, but also to experience different social relationships, and to socialize in different fields without geographical limitations. Like the development of anything else, this kind of virtual life also implies certain risks from all aspects (psychological, physiological, economic, social, etc.). It would be very utopian to ignore the obstacles or threats that accompany certain facilities. According to Taylor (1968), self-disclosure is the deliberate disclosure of relevant information to others. Self-disclosure can cause non-intimate relationships to develop into intimate relationships. This process allows people to understand each other and not “be understood by others”, which in itself has a sense of self-satisfaction. With regard to social media and self-esteem and other personality traits, the use of social media to communicate and socialize new areas has brought about the need to redefine certain definitions, especially in the fields of social sciences, including anthropology and psychology (Tazghini and Siedlecki, 2013).
Usually in a virtual environment, people feel safer, interact with strangers, reflect their internal “self”, and don’t care what others think of you or choose to participate in the community seems to be easier to live in than in a real environment (Kaplan and Haenlein, 2010).
Because the content shared by users is interesting, TikTok is known as “the last sunny corner of the Internet”, and it is also the first Chinese Internet platform to become popular all over the world. TikTok uses a recommendation algorithm. Whether viewers like the video depends on how they participate in the video: whether they will watch the entire video by watching, commenting, sharing, etc. (Anon, 2020). Recommend to users what they want to see, which attracts a large number of users. Many social networks use this algorithm, users enter a kind of “filter bubble”. The content we see is based on their own preferences. The longer the app is used, the more the algorithm understands the user (Pariser, 2012). The collection of these bubbles forms an “information cocoon room”, so that these applications can filter other information for users, forming a group. This can cause users to ignore information they are not interested in. Thereby guiding the value judgment of the group and forming a group polarization. The concept of “group polarization” comes from Sunstein (2018)’s “Network Republic”, he said: “The members of the group have certain biases at the beginning. After discussion, people continue to move in the direction of the bias, and finally form Extreme views.” He noted: “In the field of the Internet and new communication technologies, like-minded groups will communicate and discuss with each other. In the end, their ideas are the same as before, but the form becomes more extreme. Group extremes The diffusion process of transformation is not a simple process in which dominant information overwhelms inferior information, but is restricted and affected by many factors. The formation process of group polarization in cyber incidents specifically includes the following aspects: The expansion of the audience’s group scope and the polarization of opinions in the same space. The polarization of the group gradually affects the polarization of other spaces from one discussion space; the group polarization effect is changed from multiple scattered small spaces to a larger scale. Polarization in a larger and more concentrated area. The process of group polarization has gradually spread from online discussions to offline polarization in the real society(Sunstein, 2002).
The expansion and increase of the Internet has profoundly changed people’s lives. The Internet has changed a lot in terms of communication and shopping. The Internet also has a high degree of business relevance and privacy. More and more consumers are online, and the privacy of users may be exposed on social media. Whether the widespread use of the Internet also forces the government to consider whether to regulate certain social media or websites. However, different countries hold different views. Controversy arose in the United States. Samples( 2019) mentioned in his article that freedom and privacy are very important in American society and culture. This situation may limit the government’s power to manage the Internet. Conservatives want to regulate social media giants to maintain neutrality, and the United States attaches great importance to personal speech and opinions in the public domain. If the government regulates personal social media, it may violate the constitution. Therefore, individuals do not expect the government to force social media owners to restrain their opinions on their platforms. But there are still people who want to regulate the network environment, including political neutrality, harmful content, and machine privacy standards. China, which is different from the American culture In their conclusion, King, Pan, and Roberts (2017)stated social media platforms must have a license to operate in China. Users also need to register their real name and other identity information with the service provider. In addition, specific rules have been established to regulate Internet news information services. The law also requires social media users to register their real names and other identifying information with service providers. Service providers must require users to register their true identity information.
Carpentier, Van Hoye, and Weng thought that the communication characteristics of social media: Firstly, its framework has two-way communication. Social media has established a networked and divergent communication structure, forming a two-way communication model. On the one hand, audiences in this mode can actively filter the types of information they receive. On the other hand, bidirectionality also means that information receivers can also become information publishers and participate in the secondary dissemination of information. In addtion, its public opinion has high frequency volatility. Audiences are susceptible to the influence of the main body of social relations in social media, and the collection of such influences makes the information dissemination of social media present significant high-frequency fluctuation characteristics.Last but not least, its approach is highly rich. The widespread use of smart phones means the advent of the self-media era. Since the media era, the software and application update iterations of social media are extremely rapid, and the communication channels are more abundant. In fact, social media has accumulated a large number of loyal audiences with good reputation and information collection capabilities. These audiences often have a high degree of trust in the information on social media, which makes the influence of social media on society increase day by day. Compared with traditional authoritative media, social media has not only narrowed the credibility gap, but also has unique advantages in terms of audience traffic, update frequency, and content richness. However, this unique advantage means increased difficulty from a regulatory perspective (Schwanholz, Graham, and Stoll, 2017). Social media that freely expresses opinions requires more than just a censorship system. First of all, social media is currently highly popular as an information interaction platform that everyone can obtain. If the government attaches importance to the influence of social media on public events, it should rationally use the information and public opinion gathering functions of social platforms. Discover problems in a timely manner, actively solve problems and simultaneously disclose the progress of the work, communicate candidly with the public, respond directly to queries, and have a firm grasp of the right to speak, so as to prevent public opinion from getting out of control. Second, for a healthy public sector, economic incentives may be necessary, but they are far from enough. The reasons are as follows: free expression and the production of knowledge products produce positive and negative externalities. In other words, the benefits and harm they generate cannot be fully captured by ordinary market transactions. The need for content review creates scale issues. It is difficult to achieve fast, accurate and large-scale content review at the same time. The number of labor required is far more than most social media companies hope (Balkin, 2019).
Critical evaluation
As we all know, Tik Tok, as a rising star of social media, is gradually moving towards an international audience. However, this social model, management practices and business strategies are not accepted by everyone. Tik Tok realizes its vision of internationalization and there will be many limitations and challenges on the way forward (Kaul, 2011). As a strategic asset, the Internet faces the power of Tik Tok and the rise of Chinese companies. This phenomenon has also received many doubts during its development. Let’s analyze the negative views about the development of Tik Tok and ByteDance.
Social media is a global platform without borders. If user-generated content is not managed finely, it will have adverse effects on users (Association, and Resources, 2018). Tik Tok is presented to the audience as a short video sharing mode. In China, Tik Tok has the largest number of users in the short video field, with DAU reaching 300 million and MAU reaching 600 million. Such a super app is pushed to countries around the world to provide them with an international version. However, the U.S. government resisted the promotion of Tik Tok, and the U.S. considered banning Tik Tok. They believe that Tik Tok will obtain user information after the privacy function in the iOS14 system is updated, which will threaten the safety of American users. Some US lawmakers are now demanding a more limited ban on TikTok that would affect military personnel. “I have asked the Department of Defense to prevent the use of TikTok by young soldiers and seafarers, but this threat is not limited to our military,” said Republican Senator Tom Cotton, who is a member of the committee. Senate Special on Intelligence. (Ching, 2020). Trump cited another reason for a possible ban on TikTok: China’s punishment for responding to the corona virus. Asked about Pompeo’s statements in an interview with Gray Television, Trump confirmed that the United States was considering banning TikTok. “It’s a big deal,” Trump said. “Look, what happened to China with this virus, what they did to this country and the world is a shame. (Wong, 2020) “Since 2019, TikTok has repeatedly fallen into regulatory disputes in the United States due to data security and privacy protection issues. The same goes for the Indian market, this time in June this is the second time TikTok has been removed from the shelves. The previous time was in February 2019, because Indian minors spent too much time on the app, fearing of adverse effects on young people, TikTok was removed under Indian supervision. In addition, the US government stated that Tik Tok has a large amount of dissemination and a wide audience. As of April 2020, Tik Tok has been downloaded 165 million times in the United States, accounting for about 50% of its total population (Appendix 1). The increasing impact of social media on global security is not only positive or negative, but also vague (Gupta and Brooks, 2013).With the help of new media technologies, the bad guys are much more creative and adaptable. Many examples could be given to illustrate how criminals, terrorists, thugs and others with bad intentions have used social media data and technology to increase crime rate and have the potential to create unique security issues that the government today does not even understand (Gupta and Brooks, 2013).The content of this short video is mostly unlimited, and content that is not conducive to national conditions may affect the social atmosphere and the behavior of the American people. Due to the different cultures and policies between the United States and China, this kind of high-volume short video will pose a threat to the development of the country in a worse situation. Some people think that the popularity of Tik Tok is only a short-lived phenomenon. Tik Tok’s first short video included handsome men and beauties, cats and dogs, cute animals, and so on. The recommendation method used by Tik Tok is to recommend short videos that users like. Therefore, many people usually spend a lot of time watching Tik Tok. However, most of the people they target are mainly young people aged 20 to 35. Some people think that such trendy short video analysis will soon become obsolete (Mohsin, 2019). They think that Tik Tok is not like other short video apps, including Instagram, Snapchat, You Tubede, etc. They are more popular, including many life skills, rural life and knowledge transfer. These short video apps are more life-oriented and open to the masses of a wide range of ages, unlike Tik Tok, which is limited by platform screening and operation. Obviously, this idea is wrong. Tik Tok did not survive the app competition for a short period of time, but also emerged from many short video apps. Tik Tok often develops some fresh gameplay, such as seaweed dance, expression special effects, etc. These functions continue and strengthen Tik Tok’s position in the short video app. This phenomenon also illustrates the importance of different product positioning to product development.
Zuckerberg, the founder and CEO of Facebook, once criticized Tik Tok when Tik Tok was listed in overseas markets. He considered it a “threat to democracy”. They turned to geopolitical arguments to work with lawmakers in Washington to suppress Tik Tok’s development space in the United States (Hamilton, 2019). As a social media giant, he is still not optimistic about the development of Tik Tok. He believes that there are too many short video apps and there is no novelty. But Zuckerberg slammed Tik Tok’s development on the surface, and privately let his company’s R&D department put up an app similar to a short video called Lasso. Lasso is a short video app that almost imitates Tik Tok. They hope to replace Tik Tok by imitating Tik Tok as a short video app developed in the United States. Perhaps they can see that after Tik Tok was banned in India, Facebook quickly expanded the Reels function to this market. They even plan to launch this app in the United States, Britain, Japan and more countries. It is a pity that people are not interested in the Lasso app. The number of downloads in the first year of its launch is only 425,000, which is very bleak. Compared with Tik Tok, which downloaded 640 million downloads during the same period, Lasso’s downloads did not effectively curb the development of Tik Tok. Therefore, in the end, perhaps blocking Tik Tok’s development in the United States can reduce the pressure on American social media caused by Bytedance. Their act of suppressing business abacus under political pretext may be a conspiracy from the beginning of the attack.
The international situation in 2020 suddenly changed, and TikTok was hit hard. An investor in the fund of funds also told China Investment.com that when the political situation is uncertain, social platforms that penetrate the cultural field can easily become targets in international struggles. There are also such voices in the society, and Tik Tok is promoting offensive short videos. In the front-end time, Tik Tok received a lot of negative comments in India, including some vulgar content and animal abuse, domestic violence, racial discrimination, and child abuse (Singh, 2020). Netizens have been asking India to completely ban TikTok, and topics such as TikTokBan, TikTokExposed, and UninstallTikTok are highly exposed on Indian social media platforms. This behavior seriously affected Tik Tok’s journey towards internationalization. It may be due to policy restrictions. In some countries, the content of Tik Tok short video sharing is relatively broad. In China, Tik Tok has strict rules for sharing content. For example, smoking, sensitive words, bad behavior, dangerous behavior, etc., these contents will be restricted during the upload process. However, in Central and South Asia and some European countries, Tik Tok has no clear rules for sharing content. For example, differences in tobacco intake, sexual transmission, and content of speech. Young people from all over the world regard Tik Tok as a way of cultural expression and show their creativity and talents on the platform. Sometimes these cultural differences, the differences and acceptance of people’s ideas.
India’s ban on Tik Tok has had a great impact on many industries and countries that are concerned about the development of Bytedance. Some people think that India bans Tik Tok’s app, and the biggest loss is the process of globalization of the Chinese social media industry and Bytedance. However, it is not only China’s social media industry that has been affected and lost, but also the influencers and talents on the Tik Tok platform in India. For example, a girl who was born in India and grew up in the United States is called Geet. Geet said, “India’s ban on TikTok and dozens of Chinese-made apps surprised her because it said it was dangerous to India” (Biswas, 2020) . She used to be a lawyer in the United States. She returned to India last year and found that Indians speak English with a heavy accent. So she taught Indians how to correct their English accent and learn English on the Tik Tok platform. Geet has accumulated more than 10 million fans on Tik Tok. India bans Tik Tok, causing Geet fans to worry about losing such a learning platform. As a full-time anchor, Geet is facing the crisis of unemployment, how to maintain his livelihood and solve the income problem in India, which is 120 million unemployed. The difficulties faced by these Geet fans and Geet anchors project the status quo of other fans and anchors in India. So, after all, how much damage did the prohibition of Tik Tok cause to the ecological environment of Tik Tok in India? According to statistics, Indians downloaded Tik Tok 611 million times in 2019 (Appendix 2), accounting for about 30% of the total global downloads of the app (Sensor Tower, 2020). Tik Tok has almost become a must-have for Indian smartphone users. For Bytedance, Tik Tok is banned in India. The parent company, Bytedance, has lost a lot this time. In 2019, Bytedance announced that it will continue to invest in India for the next three years. One billion U.S. dollars is used to build the network. It is conservatively estimated that the parent company will lose USD 6 billion this time. India’s Tik Tok contributed only 3.15 million yuan in revenue in 2019. It can be seen from this that the loss of the Indian people is far greater than the byte jump. ByteDance was originally expected to increase Tik Tok’s Internet efforts in India from 2020. They have hired 2,000 employees locally, and the number of employees would have doubled this year. A large number of these employees are in the Tik Tok ecosystem, and they will lose their job opportunities, including ordinary people who get jobs and make money, Internet celebrities and ordinary Indians in the industry chain. All in all, the protection and closure of the area will not make the protected enterprise truly powerful.
Users will disclose their information on social media platforms (Association, and Resources, 2018). A Report by Nielsen finds that mobile phone users spend more time on social media sites than any other website (Nielsen, 2012). The average user spends 52 minutes a day on TikTok, and 90% of TikTok users visit the app more than once a day (Smartsocial, 2020). Because of the ease of content creation, TikTok has become a content application focusing on the study of dance and music among teenagers (Antipova, 2020). TikTok can be addictive for users, especially teenagers and minors. TikTok has a scoring system and rich materials. In order to get the recognition of strangers, get more attention and “likes”, minor users will constantly explore ways of using TikTok, which will make children addicted. When their teenage self-control is not strong enough and they do not have a clear sense of time, they become addicted to watching short videos for many hours at a time, which results in them spending a lot of time in TikTok. These negative effects will also distract the attention of most adults, children and teenagers.
Social media is a global platform without borders. If user-generated content is not managed, it will have adverse effects on users (Association, and Resources, 2018).Teenagers and adolescents have not yet formed a complete value system and world view in their hearts, and they are still in the process of exploring the world. TikTok will have a negative impact on the character growth and values of teenagers in the dissemination of content. Previous research indicates that the application will lead to some mental health problems, such as body dissatisfaction, eating disorders, etc. The use of TikTok has led to online bullying and children’s alienation from their parents, most seriously child pornography (Abdul Jaffar, Riaz and Mushtaq, 2019).
Gupta (2020) pointed out that more than half of the 13 children electronic media use more than two hours a day, most teenagers think that impact on their lives without social media, but about 25% of teenagers have found that the use of social media has a negative impact on their lives, social media makes them with friends and add to the bullying problems of friendship. Some teenagers upload videos of bullies to TikTok, which attracts some peers’ imitation and makes more innocent people suffer from school bullies, which will leave an indelible shadow on the heart of the bullies. If children want to be famous on TikTok, they will have more incentive to do suggestive or risky things and make bad decisions, while TikTok provides a platform for children. Smartsocial (2020) interviewed parents of teenage users of TikTok and found that when their children posted videos on TikTok, they received some inappropriate and sexually suggestive comments, and some users even sent explicit videos to their children.
TikTok is not the only social media that can make students addicted, such as Instagram, Facebook, PUBG and other social or gaming software can bring students Internet addiction. If these applications are used more than expected, people addicted to social networking sites will suffer a fiasco in life (Makvana and Patel, 2019).While addiction to social networking apps such as Instagram can affect sleep quality (D’Souza, & Meenakshi, 2018) and other negative effects. If social media applications are not used in the right way, there can be serious health and psychological consequences in the future (Makvana and Patel, 2019).
Social media giants in some countries believe that without Tik Tok’s protection in overseas markets, Bytedance will lose its main source of income and its main force in the internationalization process. In the United States, India’s ban on Tik Tok has greatly affected the international commercialization of Bytedance. But the main source of revenue for Bytedance is not Tik Tok, but advertising. The advertisements mainly come from China’s Toutiao and Douyin. ByteDance not only earns revenue through advertising, but also plans to develop e-commerce, games, education, finance and search. In overseas markets, the main source of revenue for Facebook and Google comes from advertising. Facebook relies on social, Google relies on search. If ByteDance can operate the newly developed strategy, the development trend in China is very good. However, Bytedance’s path to globalization will be blocked or even suspended. For the United States, India addresses Tik Tok’s problems. Rich Bishop, CEO of AppInChina, said in accepting the media that in order to convince TikTok that it is not a threat, “the only and permanent solution is to treat the overseas entity as a completely independent entity, split by a major overseas shareholder, so that China’s parent company There is no legal control over it (Abi-Habib, 2020).” Bytedance was hit by such a big blow as soon as it entered the overseas market, and the company is also studying strategic alternatives. The final result may split Tik Tok into a US company. Or create a new management committee to establish the app headquarters to keep its operations away from China. In the topic #TikTokban, some users also analyzed that the United States is unlikely to restrict TikTok. A very important reason is that the head of TikTok is now an American. In May of this year, ByteDance also poached Disney’s famous executive Kevin Mayer, becoming the second commander of ByteDance and the new CEO of TikTok. This behavior shows that ByteDance has also made a strategy to go global. They set up an overseas management team to lead the development of TikTok. In addition, TikTok is also actively lobbying in the United States to establish positive and friendly relations with the government. Through lobbyists, we will strive for more opportunities for TikTok overseas development. Guarding TikTok will be the biggest dilemma ByteDance is facing today. It determines whether ByteDance can take the second foot on the road of globalization.
Conclusion
The literature review discusses the characteristics of social media and its impact on the concept of globalization. The process of globalization has had a huge impact on emerging market economies. The impact of technology on globalization can be seen from the perspective of globalization, but most research has been conducted on available social media channels in the past two decades. At present, there are no targeted studies on Chinese social media. These studies need to investigate consumer perceptions and attitudes. And in the future, Tiktok’s international development path for other social software in China. China is one of the most powerful consumer markets, and social media is also part of it. Social media and streaming media platforms have witnessed the recent development of globalization. Researchers have made a critical view on the globalization of social media. On the one hand, globalization drives economic development at multiple speeds. On the other hand, the rapid development of social media has also brought about some negative effects, such as cultural differences that lead to unacceptable religious content and untrue information. With the development of media globalization, cultural differences between countries have gradually narrowed. And social media provides a lot of opportunities to establish connections and interactions between people, and social media has brought some new definitions and needs. This article analyzes the factors identified in the context of Tik Tok, and how it achieves the goal of internationalization, as well as the limitations and challenges that Tik Tok will face on the road of international development. When China is developing rapidly in the world’s fastest-growing social media field, it threatens the status of American technology and technology. Therefore, Tiktok is subject to various policy and legal regulatory restrictions. And finally analyzed the impact of these policies and restrictions on other Chinese social software that will enter the international market in the future.
Methodology
Introduction
This chapter introduces the basic research concepts, research methods and processes used to collect research data. This article also details the advantages of different research methods for the research data of this project. Research on the problem, the correct method will be a combination of quantitative and qualitative methods. Therefore, researcher use a quantitative questionnaire method and a qualitative structured interview process to conduct research. Non-probability sampling method was adopted in the questionnaire survey. In terms of qualitative research, researchers conducted structural interviews with senior employees of Bytedance company. To quantitative methods will help to understand Tik Tok’s insights on current trends in other social media applications in the domestic and international markets (Ghemawat, 2016). Structured interviews can get a high response rate from interviewees, and interviewees will explain the questions in detail on the spot to avoid misunderstanding by interviewees. However, the reliability of questionnaire data depends on the accuracy of respondents’ answers to a large extent. Structured Interviews have been Structured so respondents were less selective in answering questions.
The questionnaires and interviews will be kept strictly confidential, and with the consent of the respondents, all survey results obtained by the researcher will be used only for research purposes.
Research philosophy
The last chapter further explored the problems encountered by Tik Tok in the process of globalization through the study of literature review. In today’s economic situation, a company may develop products in one geographic area or country, and then sell products in a completely different country, and this becomes a reality due to the technological revolution and globalization. These problems include not only differences in regional culture, but also restrictions on the development of political and national conditions. For example, Tik Tok was forced to delist in India recently, and the United States also questioned Tik Tok. The scope of its power and influence has spread from the economic, political, social, technological, legal and moral fields (Matos, 2012). Because short videos are reshaping the experience of learning and entrepreneurship in shared media, teaching materials, emotions and communication functions are added through visual and physical expressions. Many countries have to prevent the management and development of Tik Tok.
Tik Tok has become the most popular social media platform for young people in the world Herrman. J, 2019). In order to explore the importance of these influencing factors on the road to internationalization. The next chapter investigates the research methods used to further study the limitations and challenges that Tik Tok will face on the road to globalization. In answering the main research results, the methodology used to complete the investigation of Tik Tok’s globalization dynamics is summarized.
The projection of Internet use time in different age groups and occupations reflects the degree of users’ use of Tik Tok. On the other hand, quantitative research is extremely important to understand the organization’s practice in achieving great success and the importance of internal and external forces for Tik Tok’s internationalization trend. The research design chosen for this article will be a descriptive research, which will attempt to describe the current state of the identified variables, which are streaming and internationalization. Through this design, system information will be collected to understand the phenomenon (LiXu, 2019). Since the research must be comprehensive, it will include both quantitative and qualitative research methods. This will be a combination of descriptive design and causal comparison design, which will explain the causal relationship between independent variables and dependent variables, but the main focus will be on quantifiable data and descriptive design. Qualitative field research is a form of qualitative research that helps to collect data in a descriptive form, which can be analyzed for in-depth analysis. The impact of additional streaming services and social media sites on customers will be mostly recorded face-to-face, sometimes through virtual settings (such as video calls). In this research model, human emotions, behaviors, attitudes and opinions are recorded to obtain better insights and detailed information, which can be obtained through numerical data. This particular model is called qualitative field research because it can ensure that researchers enter the field and observe the work of the observer under definite conditions, and learn about the participant’s real life experience in the participant’s environment. The most commonly used media for recording information are through observation, focus groups and face-to-face interviews (Chapman & Ahrens, 2017). Therefore, we conducted interviews with focus group members through qualitative research methods, and analyzed how Tik Tok, who has different analytical content in different countries, faced and solved the difficulties in each country based on their emotions, behaviors, attitudes and opinions. What do users think about Microsoft’s upcoming acquisition of Tik Tok , and ByteDance’s agreement to divest Tik Tok’s US business, will affect Bytedance. If ByteDance sets Tik Tok’s global headquarters in the UK, what impact will this have on ByteDance? How to treat Tik Tok’s control over user need? Does Tik Tok’s “information cocoon room” involve user privacy? For the above issues, we analyzed and summarized potential political influences, moral concepts, and limitations of global development through interview questionnaires.
Research approach
Quantitative research
The short video platform is a social media service that can provide users with videos content (mainly user-generated content), which lasts from a few seconds to a few minutes. Many current video sharing platforms also integrate standardized short videos. With the attributes of social media interaction and collaboration and entertaining short films, it has attracted a large number of young audiences. Quantitative research is to investigate and study the quantity of things. It is necessary to use mathematical tools to analyze things quantitatively. This is called quantitative research, also known as quantitative research. It is a basic research paradigm in the field of social sciences and scientific research. One of the important steps and methods(McNeill and Chapman, 2005). The investigation method is an ancient research method, which refers to the establishment of a plan to comprehensively or more comprehensively collect various materials on a certain aspect of the research object in order to achieve the intended purpose, and make analysis and synthesis to obtain a certain conclusion Research methods (Dix, 2020).The function of quantitative analysis is to reveal and describe the interaction and development trend of social phenomena.
Tik tok (also known as Douyin) has now become the number one free short video streaming application in China. Tik Tok is available in more than 150 countries/regions and has more than 1 billion users. In the United States alone, Tik Tok has been downloaded more than 175 million times (Doyle, 2020).
In order to collect quantitative data, closed questions must be used in the survey. They can be a combination of multiple question types and can help collect data that can be analyzed and understood. Therefore, the research method starts from the literature and questionnaires, summarizes these, tries to explore the existing impact and changes of Tik Tok on internationalization, and then collects the answers to our questionnaires in order to fully understand the internationalization process, and finally conduct data analysis. Identify recurring patterns and repeated experiences. Most of the time, researchers agree that faster response time and reduced costs are achievable benefits, and response rate is still the most widely used reference standard for evaluating survey quality (Herzing,2016). The quantitative analysis data collected in this article is based on a professional survey platform as our questionnaire tool. Our team members have made a questionnaire. Participants directly visit the website and scan the QR code we shared with them to complete the questionnaire. The “Wenjuanxing” website. In addition, when the questionnaire is completed, the back-end system of the website will automatically count the answers to form a pie chart, a bar chart or any form we want. Second, the website enables participants to answer quickly and protects the privacy of respondents. The paper uses the method of classification and aggregation (Table 1). The questionnaire consists of several parts. The classification and summary are used for cross-over research, combined with the placement of X and the selection of summary types. Due to the nature of the collected data, it is important to analyze the meaning of these data from the collected data. Quantitative analysis is a method of establishing a mathematical model based on statistical data, and using the mathematical model to calculate various indicators and their values of the analysis object. In-depth research based on data, because quantitative data can be statistically analyzed, it is very possible to explain the research in detail. The questionnaire includes 15 questions, covering content from basic user information to personal preferences. There are 389 users in the survey, regardless of age and gender, by referring to the data sheet (Krejcie, Morgan, 1970). The simple size of 389 people control population is greater than 100000. The user survey information is all hidden information, which will not infringe on personal privacy, and will not disclose personal data and results. According to the survey results: Since the results obtained are objective in nature, they are very accurate.
According to the purpose of the survey, the main body of the question design is divided into four parts: the first part is the basic information of the survey user, the second part is the time and reason for the user to swipe Tik Tok, and the third part is the user’s specific Tik Tok function. Usage and overall views, the fourth part is users’ views on the future development of Tik Tok. Specific ideas are broken down as following:
The first part of the survey consists of users’ age and occupation. Users under 18 years of age use Tik Tok are the least, 19-25 years old, and users over 41 years old use Tik Tok to reach 31.88% and 39.59%. It can be seen from the simple structure that the age group of 19-25 years old belong to young people. Tik Tok is a software that is liked by young people, and users over 41 also like Tik Tok. It can be observed that Tik Tok and the obvious segmentation in the age group. Among these users, office workers use Tik Tok up to 50.13%, accounting for typical users. This shows that most of the working users will use Tik Tok’s software in their free time.
The second part is the right time users spend on Tik Tok and surf the Internet. You can roughly understand how users like Tik Tok through how users distribute their use of Tik Tok in normal time. 52.7% of all users spend more than 4 hours online every day. This data shows that most people rely on the Internet age. But for Tik Tok, 33.42% of users keep it at 5-10 minutes, 20.13% keep it at 10-30 minutes, and 21.08% keep it at 3-60 minutes. It shows that most people use Tik Tok for a long time, and 74.63 people can still control the time of using Tik Tok.
The third part is the function and view of Tik Tok. Understanding what users prefer, followed by user reviews. By understanding these, you can know why users use Tik Tok and how satisfied they are with the basic functions of Tik Tok. 39.07% of users learn about this software through friendly recommendations, and 22.62% learn about it through social applications. This data shows that Tik Tok’s sharing function and user’s favorites are of great help to the promotion of Tik Tok. Among them, 59.38% of users use Tik Tok because of entertainment, and 29.31% and 24.16% of users use Tik Tok due to focus on hot spots and information collection. This data shows that most users use Tik Tok in their free and boring time, and another part of users figures out Tik Tok to learn and understand what they are interested in. After users understand the role and functions of Tik Tok, 80.21% of users have not been trying to shoot short videos, just watch the video. 46.02% of users will like and comment on videos. 25.45% of users will shoot and upload videos. The reason for shooting is for fun, and a small number of people are shooting to record their lives. This includes 27.76% of people sharing video content with others or social software, indicating that Tik Tok can share happiness with others and can record meaningful things. Among these people, 70.95% are only absorbed in Tik Tok’s video content, 30.08% will pay attention to Tik Tok’s video music, and 22.88% will pay attention to the content of video clips. It shows that the content of Tik Tok will have an effect on users, and will drive some users to learn and understand the music or clips in it.
Most users use Tik Tok at home, and 24.68% use Tik Tok on transportation. This data shows that most people still use Tik Tok in their free time to soften, or spend time on transportation.
After understanding the above basic questions, the fourth part is an investigation into the function and future progress of Tik Tok. 48.07% of users think the interface is easy and easy to operate. 30.08% of users think that the video quality is superior, and 29.56% of users think that the platform is fully functional and stable in operation. These factors are why users continue to use Tik Tok, indicating that Tik Tok has its own characteristics compared to other short video software. It is these differences that make Tik Tok quickly become popular in various countries.
Of course, Tik Tok’s malpractice investigation results show. I believe that it is a question of whether to strengthen supervision of such apps, especially young people. The survey shows that 67.87% of users believe that Tik Tok should strengthen content screening, 49.1% of users believe that real-name authentication should be used, and 40.62% of users believe that it is necessary to strengthen control of the time users use Tik Tok. Regarding the pros and cons of Tik Tok, 33.16% of users believe that its advantages outweigh its disadvantages, and 28.28% of users believe that the pros and cons have little influence. This phenomenon shows that Tik Tok still affects some users with less self-control ability, which consumes a lot of energy and affects normal study, work and rest. But most users can still control and reasonably plan their own time to use Tik Tok. Therefore, Tik Tok should review the management mechanism and pay attention to the management of use time and content review. Tik Tok needs to further improve the experience of the software, such as adding more interesting templates and content to help people learn.
Pass this investigation, the research team has a further understanding of the design and production of the questionnaire. This questionnaire collection and data analysis further help us understand the feedback of users of different age groups on the use of Tik Tok. I also understand the current users’ evaluations and expectations of Tik Tok. However, it is reflected from the feedback that Tik Tok still has many problems, which will affect the progress of Tik Tok on the road to internationalization. For example, the detection of video content, the review and management system is not perfect, and it complies with the laws and regulations of various countries. This practical survey also helped us clarify the direction. Understand the reasons why Tik Tok was blocked in the development and the direction for improvement.
Qualitative research
Qualitative data refers to non-digital information, such as notes, interview transcripts and audio recordings, or text documents and images (Dudovskiy, n.d.). Qualitative analysis examines non-measurable data, such as brand image, company reputation, or customer perception of the product (BusinessDictionary, 2020). Almeida, Faria and Queiros (2017) point out that qualitative research focuses on a deeper understanding of a given problem, with the aim of generating in-depth and declarative information in order to understand all aspects of an analytical problem.
The main purpose of this dissertation is to understand the role of Chinese social media platforms such as Tik Tok in internationalization. Researchers need to have a deeper understanding of how the management or the operators of Tik Tok view the impact of Chinese social media and streaming media platforms represented by Tik tok on internationalization from the perspective of the company. At the same time, researchers conducted Structured Interviews with Bytedance employees.to understand and analyze the success factors of Tik Tok and the role of Tik Tok’s parent company, Bytedance, in the internationalization process.
The researchers tracked down a senior Bytedance employee from the management team whose primary responsibility was to expand and manage the customer channel and run Tik Tok. After explaining the scope and nature of the study, the researcher connected with the respondents through social software and invited them to participate in the study. The researchers asked respondents 16 questions. The whole interview can be roughly divided into two parts: the first part is the interviewees’ views on Tik Tok’s influence in the international market; the second part is about Bytedance’s view of other enterprises threatening Tik Tok in the international market. This interview (Appendix X) will be shown in the appendix.
Based on the information provided by the interviewees, the researcher found that the successful internationalization of Tik Tok was not accomplished overnight. From its initial development, Tiktok has transformed the long videos on YouTube into short videos of 1-3 minutes, which is a continuation of short videos of European and American group life. This laid the foundation for Tik Tok’s internationalization. At present, the short video field is the shortcoming of internet companies in various countries. Therefore, the popularity of Tik Tok has made major Internet companies begin to encircle Tik Tok. Tik Tok had to divest its business in the United States and sold Tik Tok to Microsoft. From the perspective of the interviewees, Tik Tok does not match the corporate culture of Microsoft. The acquisition of Tik Tok will not necessarily bring benefits to Microsoft, which may cause Tik Tok to gradually decline. But for Bytedance, the cash flow from the sale of Tik Tok can not only make up for the losses that Bytedance has suffered in other countries, but it can also reserve funds for research and development funds to prepare for the next product. The popularity of products comes from the creativity of developers and the core competitiveness of operators. As long as the company’s core competitiveness is not lost, the company can still rely on technology to develop a new popular social media. But Bytedance may also lose the entire overseas market, affecting the layout of globalization and the process of internationalization.
The advantages of using qualitative research are evident in this project. Researchers can interact with participants in their own language and in easy-to-understand terms. For example, in the eighth question in the interview, participants did not understand the specific meaning of the word “control power” in “Tik Tok’s control power of user demands”, and the researcher could extend and explain the specific meaning of “control power” in detail. However, due to practical factors, the researcher could not communicate with the participants for many times, so the researcher did not explain to the participants well, which was a defect in this qualitative study. Structured interviews in qualitative research provide an environment in which participants can immerse themselves and provide the most direct perspective to the researcher. In structured interviews, participation provides a holistic view of what is relevant to the study, and the participants’ responses help the researcher develop new ways of understanding(libguides, 2020). According to the interview, researchers asked “Why is Tik Tok popular in all countries?”. According to the current situation, including researchers, most of the scholars and people all think it is one of the most popular Tik Tok short video platform, however, according to the respondent’s answer can be found, Tik Tok managers through the company’s internal data monitoring, Tik Tok was launched in 2017, but it was not until 2019 years ago did not appear the phenomenon of popular, as a result, managers don’t think Tik Tok is one of the most popular social networking platform. Tik Tok was developed by a Chinese Internet company, and most believe Tik Tok’s popularity is driving China’s cultural exports. However, from the perspective of management, accurate data are needed to analyze the proportion of overseas users and Chinese users in Tik Tok, and the proportion of video content about Chinese culture in the total number of videos to analyze whether Tik Tok belongs to cultural output. Judging the social platform as a cultural export is politically biased if only because the developer is from China. Qualitative research can quickly complete interviews with participants and can respond to changes that occur during the research. This provides flexibility for interviews, which facilitates researchers to change interview questions at any time according to changes in social conditions before the interview. The preparation and selection of questions can be closer to changes in social conditions, and the acquisition of information provided by the interviewees is more suitable for this research. The researcher only interviewed one employee of Bytedance, the sample size is small. However, the small sample size helps the researcher to investigate the research problem comprehensively and in-depth (libguides, 2020).
Limitations
On the one hand, when formulating the questions and options of the questionnaire, it is difficult for researchers to determine and measure the questions of the questionnaire. First, there is the challenge of setting the number of questions. When questionnaire questions are too long, some interviewees will lose patience. When it comes to the questions in the later period, respondents may choose an option randomly without looking at the questions of the questionnaire, which leads to conflicts in the choice of options between different questions, and ultimately leads to the repeatability or even invalidity of the questionnaire. Moreover, in terms of respondents, although researchers have chosen non-probability sampling methods, the nationality distribution of respondents is not comprehensive and average, which makes it difficult for researchers to generalize the feelings and thoughts of Tik Tok users worldwide with the available data in the result analysis. However, the above two points did not seriously affect the validity and credibility of the study. On the contrary, because of the concentration of the nationality of the interviewees (most of the interviewees were from China and the countries that issued the ban on Tik Tok), researchers could have a better understanding of the internationalization process, challenges and threats of Tik Tok in these countries.
On the other hand, for the preparation of questions for the structural interview, respondents did not accept the request for recording due to the location and time, but agreed to the researcher to make a written record. As the researcher may misunderstand the respondents’ answers and the respondents may not express their true views and thoughts on the questions, there may be bias in the original data. Since the researchers interviewed only one of the company’s employees, this suggests a small sample size for the qualitative study. The information provided by the interviewees also has a certain degree of subjectivity, so it is impossible to generalize the results. For structured interviews, researchers need to have extensive experience in order to obtain targeted information from interviewees. This interview with ByteDance’s employees is the first structural interview conducted by a researcher. Due to lack of experience, it is difficult to target every problem to the research project. However, the answers to the interviews come from senior Bytedance staff, and researchers can get more official views and opinions, thus ensuring the accuracy and validity of the answers. The combination of quantitative and qualitative research can make the paper more professional and stable.
Ethics
In the questionnaires and structured interviews, researchers will keep personal information and other private information strictly confidential. Moreover, the research did not harm the health or safety of any of the participants. Respondents in Structured Interviews have signed the INFORMED consent, and the informed consent (Appendix X) will be shown in the Appendix. All primary information obtained in this academic paper will be used for research purposes only and will not involve any commercial use.
Finding and analysis
The following chapter will focus on the findings from the research methodology guidelines which have been outlined in the above chapter. As discussed in the study, the findings are after data analysis with different themes towards the hypothesis and the conclusion of the topic on Tik Tok towards the path to internationalization.
Overview of the research participants
For this specific research, there are three hundred and eighty-nine people in a controlled population which earlier was expected to go up to 10,000 people. The quantitative research data is inclusive of fifteen questions, covering n basic information and preferences pertaining the specific questions towards the research. Generally, the participants are across all genders and ages as they are considered important towards the conclusion of the hypothesis. For the first part, it is on the users under 18 years of age use Tik Tok are the least, 19-25 years old, and users over 41 years old use Tik Tok to reach 31.88% and 39.59%. It can be seen from the simple structure that the age group of 19-25 years old belong to young people. Tik Tok is a software that is liked by young people, and users over 41 also like Tik Tok. It can be observed that Tik Tok and the obvious segmentation in the age group. Among these users, office workers use Tik Tok up to 50.13%, accounting for typical users. This shows that most of the working users will use Tik Tok’s software in their free time. Further, research participants have also been looked into depending on the time that each of the people spend time on the internet. 52.7% of all users spend more than 4 hours online every day.
This data shows that most people rely on the Internet age. But for Tik Tok, 33.42% of users keep it at 5-10 minutes, 20.13% keep it at 10-30 minutes, and 21.08% keep it at 3-60 minutes. It shows that most people use Tik Tok for a long time, and 74.63 people can still control the time of using Tik Tok. Finally, the participants are classified based on how they are satisfied with the functions of the application. Of such, 39.07% of users learn about this software through friendly recommendations, and 22.62% learn about it through social applications. This data shows that Tik Tok’s sharing function and user’s favorites are of great help to the promotion of Tik Tok. Among them, 59.38% of users use Tik Tok because of entertainment, and 29.31% and 24.16% of users use Tik Tok due to focus on hot spots and information collection. As such, from the above distribution of data, it is evident that there is impending literature towards how Tik Tok have the ability, not only towards becoming an international organization, but also maintaining the standards, bypassing the rules and regulation in the international world to prevail. The data collected from the distribution by all the participants is not only enough, but gives a conclusive scope as will be discussed in the finding.
In addition to the research participants, there is also qualitative data that will be used to demonstrate the finding for this paper. There are notes, interviews transcripts, audio recordings and text documents which have information about social media branding. With the understanding that this research focusses on how Chinese social media and streaming media platforms represented by Tik Tok on internationalization from the perspective of the company, there is literature pertaining on the same that has been distributed across different books and peer reviewed articles. When both are brought together, and combined with the respondent perspective of the 16 questions distributed, there is then a conclusive finding for this paper towards the effect of social media towards internationalization and globalization, especially from China’s point of view.
Presentation
Following the lookup that have taken place, as per the information of the above methodology, it is evident that there is literature in the direction of Chinese social media. With the quick improvement of incredible terminals and versatile web, and the “tweaking” that people have killed the information organize besides using WeChat to the cutting-edge “strolling WIFI”, the netizens commenced to prefer an assortment of articulations. Types of social programming to cooperate with others and offer their lives. Short video, on account of its wealthy substance, personalized articulation and clever structure, can meet the social needs of clients, and improve brief video socialization is more and more extra well-known among netizens. As per the 2017 China Short Video Industry Research Report delivered by means of Ai Media Consulting, the dimension of China’s short video market arrived at 5.73 billion out of 2017. It is normal that the short video market will surpass 30 billion of every 2020. It tends to be seen that in the period of versatile Internet where every person has a PDA, the pattern of customers’ pastime for transportable messages and suggested content material is always expanding. Short video would possibly be a promising subject to concentrate quick video to brief video industry. Improvement is nonetheless of top-notch significance to the hypothetical exploration of the media scholarly network. The motivation behind why this paper choices “Tik Tok” is the examination object, because today is the item beneath the title text, with a sizeable variety of clients, and the evaluation of Tik Tok at this stage is high. Composition received October 22, 2018; recounted May 22, 2019. The cause at the back of dissecting its prominence is extra agent and reference. criticalness. In the wake of surveying and investigating the relevant writing and substances of quick recordings, it very properly may also be viewed that most researchers in the scholastic discipline in particular dissect the undertaking and plans of action of the short video enterprise from the point of view of correspondence and self-media. Also, the Tik Tok as the blast of 2017 APP, at present, there is basically no entire exploration on the development fame of the “Tik Tok” and the motives for the crimson burst and the issues that right now happen. This paper decides to take a look at the “Tik Tok” APP. From one perspective, it can provide any other mannequin reference to assisting the pastime and development of the short video industry. Then again, it can likewise beautify the pertinent speculation of “Tik Tok” to provide some reference to the media scholastic community and the quick video industry.
Short Video And “”Tik Tok”” App Overview
Short video is a sort of Internet content transmission, which is in many instances spread interior 5 minutes of new Internet media. With the notoriety of versatile terminals and the velocity of the system, the existing moment and excessive visitors’ content is step by means of step spreading and the “Tik Tok” software gets the kindness all things considered, fans and capital. “Tik Tok” APP is a track imaginative quick video social programming, propelled in September 2016, in the past regarded as A.me. After the identify change, the “Tik Tok” used to be absolutely advanced in the 2nd quarter of 2017, making the “Tik Tok” sound short in 2018. The video positions seventh. The trademark of the “Tik Tok” was once modified to “record a respectable life” from the earliest beginning factor of the web primarily based “letting love from here” to March 19, 2018. Most purchasers of “Tik Tok” are ladies, and the greater section of their purchasers are youngsters. The quick video in the “Tik Tok” APP is 15 seconds in length, and the client can choose the brief video of the ambient melodies, movement altering and enhancements preparing. Likewise, “Tik Tok” has additionally made an unmistakable song network, with music as the center for content material type division, and furthermore propelled the “Move Dance Machine” with the “Human Key Detection Technology”.
SWOT Analysis Of The”Tik Tok” App
Favorable Position Analysis
The substance of the “Tik Tok” is pretty dynamic, with a ton of exercises on the net and disconnected, focusing on youngsters with innovative mind and interest. Furthermore, it has made a track community with unmistakable and singular patterns. The tune classification is partitioned into content classes. The enhancements are highly cool and oblige the pattern. In the time of statistics installment, the”Tik Tok” and the massive tune levels take part to have several music. Copyright, consumers can pick out bgm subjectively. “Tik Tok” is the brief video programming of the current features. The current function has a ground-breaking calculation + counterfeit substance suggestion system, and “Tik Tok” is additionally specially utilizing the human body key identification innovation to accomplish specific customer stance to target act. Coordinating, depends on AI insightful calculation innovation. Having solid algorithmic specialized assist can be supposed to be a great favorable role in the enchantment of “Tik Tok”.
Substandard Analysis
“Tik Tok” is a brief 15-second video network for youngsters. It very well can also be separated into long video and quick video relying upon the length of the video. Short recordings surely want to suppose about the type of acknowledgment. The cutting-edge adaptation techniques comprise publicizing adaptation and web-based enterprise and substance acknowledgment. At present, several dealers on the vibrating stage have placed into publicizing, for example, Mi Wei video, but at present, barely any consumers are comfortable to Short video content is paid for. By and large, a brief video of underneath 15 seconds is relatively tougher to cost than a quick video of 5 minutes.
Opportunity Analysis
With the power improvement of transportable terminals and massive statistics innovation, consumers have greater prerequisites for content on the Internet and expanding social interest, and utilization propensities are always altering and redesigning, carried out gratifying textual content and picture structures, and extra inclination for stereoscopic Vivid brief recordings, specially UGC (User Generstor Content) brief recordings. At present, the greater section of the netizens in China are using cellphone telephones to get to the Internet, and have built up the propensity for associating thru transportable terminals. The repute of sensible terminals gives customers a respectable and helpful transportable touch-net understanding, which can be utilized each time and anywhere utilizing versatile records systems. Watch the video. Likewise, the development of man-made brainpower innovation and the appearance of the duration of large data empower the stage to all the greater precisely get a manage on and have a look at consumer inclinations, push clients’ preferred video content and improve client journey fulfillment. In 2017, brief video development was furious, with a purchaser size of 243 million, a year-on-year increment of 58.2%. In February 2018, the quantity of dynamic customers of”Tik Tok” arrived at 12.5261 million. Contrasted and the complete number of Internet clients, in addition to quick video with discontinuity and low side and high correspondence, it is accepted that the customer reward of”Tik Tok” is still there.
Danger Analysis
As indicated via the “Main 20 of the 2018 Short Video Rankings” delivered on the leaderboard site, the short video of the vibrating voice went up to the fifth spot. Yet, there are as of now numerous short video functions in the quick video industry, for example, traditional quick video players. As of November 2017, the absolute number of Android and iOS clients has arrived at seven hundred million. Its ground-breaking and novel substance resonance and UGC content material duties have to an excellent extent undermined the improvement of”Tik Tok”. Moreover, BAT’s three massive Internet monsters have likewise started to send their personal short recordings, for example, Baidu’s terrific recordings. These elements undetectably restrict the development enchantment of the “Tik Tok”. Likewise, the shocking blast of the”Tik Tok” is hindered by way of WeChat and Weibo. The recordings shared by using the clients cannot be considered through exclusive companions in the friend network. The dynamic presentation shared on Weibo is just obvious on their landing page. It quite influences the unfold of”Tik Tok” and diminishes the nearness of “Tik Tok”. At present, the improvement of the short video market is on the ascent. Many creating Internet groups are beginning to see the quick video market. Because of the low aspect of brief video, the replicating is solid to the factor that it is possibly going to draw greater “Tik Tok” later on. The kind of APP consists of an undetectable danger to “Tik Tok”.
The Reasons For The “”Tik Tok”” App Became Popular
The ascent of the “Tik Tok” APP began on March 13, 2017. Yue Yunpeng dispatched a microblog that impersonated and shook the logo. From that factor on, the Baidu document of the vibrating APP began to take off. This shows the vibrating APP welcomes massive names and reds to settle in. Utilizing the big-name impact, from one viewpoint, it can build the notoriety of “Tik Tok” and then again pull in a gathering of fans. From that factor forward, “Tik Tok” welcomed Hu Yanbin to enter the station after he had a solitary “No Choice.” therefore, the “Tik Tok” has been supported by an ever-increasing range of stars, and accompanied by means of the abrupt increment in the measure of presentation. In the mid-year of 2017, the theatrical presentation “China has hip-jump” fires everywhere on over the net, and in the “Star Detective” celebrity plays short recordings on the show, which is an excellent discovery in the level of introduction and the volume of clients. Throughout the Spring Festival of 2017, “Tik Tok” welcomed 12 essential title stars, for example, Wei and Di Lieba to make a vibrating sound. They hurried to the “Bean Sprouts” yet moreover dispatched a present to the “Bean Sprout” epithet. Promoting workout routines rose interminably. The quantity of day by using day dynamic clients has been expanding, so that the “Tik Tok” has picked up reputation in a short timeframe and has a sizable number of patron fans.
“Tik Tok” has extended its notoriety thru publicizing advertising. “Tik Tok” commonly suggests up in the promotion of the theatrical presentation “China has hip jump”, which builds the introduction of the “Tik Tok” from one perspective, and the watcher of the exhibit knows the vibrating APP, which expands the measure of purchasers vibrating. Likewise, the “Tik Tok” has moreover delivered countless notices in special theatrical presentations, for example, “Star Detective”, with the intention that stars, for example, Bai Jingting and Lu Han have recorded movies on the show, which makes the star impact and advertising complement each other. It also increased the intensity of advertising, and inserted commercials in the course of the advertising and marketing length before the movie theater. It can be seen that the “Tik Tok” has invested a lot of manpower and monetary sources in marketing to promote the consumer, and in a brief period of time shortly extended the patron cognizance of the “Tik Tok” brand.
Various on-line and offline things to do In the technique of marketing, the “Tik Tok” is no longer limited to online, but also attaches super importance to offline promotion. On the one hand, on the Internet, users can share their personal vibrating video of enhancing and distinctive consequences to Weibo and WeChat friends, and make full use of the energy of WeChat and Weibo to achieve a full-size expand in the amount of “Tik Tok” exposure. On the different hand, the “Tik Tok” is also marketing thru the growth of offline activities. “Tik Tok” has cooperated with contemporary headlines and Jundi Brothers Media to habits offline activities such as the 2017 National Youth Talent Competition so that buyers can no longer solely feel online. The exciting of “shaking” can additionally take part in the recording of brief video interactions with other customers and stars online. In addition, a shake-up birthday party was held. The “Tik Tok” makes full use of the online and offline verbal exchange channels to further decorate it’s had an effect on via expanding the communication venue, thereby expanding the breadth of communication, growing the range of energetic customers of the “Tik Tok” community, and promoting the frequency of users compiling brief videos.
Today’s Headline APP acquisition of the quick video platform musical.ly, the organization has entirely upgraded its manufacturer strategy, adopted a global strategy, and extended its customers globally by means of recruiting partners. “TikTok”APP is the title of the” Tik Tok” global version of the APP, focusing on the improvement of Southeast Asia and Japan and South Korea markets, and has been well obtained in Southeast Asian countries such as Japan, Korea and Thailand. Explain that the approach of vibrating to undertake internationalization can make its market more open and extend a massive quantity of users. B. Strong Artificial Intelligence Technology
The “Tik Tok” APP is a product below the headline collection today. Today’s headlines use a powerful algorithm science to label user-published content material as a tag. After the consumer opens the vibrating APP, the domestic page will pop up the video by sliding, which is easy to operate. The vibrating APP can precisely analyze the user’s desire in accordance to the user’s like video type and the dwell time of a certain video, and then give the consumer a short video content material of the tag kind that the consumer likes, thereby increasing the person frequency
One of the motives for the speedy popularity of the “Tik Tok” is that the “Tik Tok” is located to launch the “Dance Dancer” characteristic after the young man. Users can play the dance computing device on the cell phone, commonly relying on the “human key factor detection technology”, which is ultimately primarily based on the clever algorithm technological know-how supported by way of AI. After the launch of the “Dance Machine”, the download volume of the “Tik Tok” users has been increasing and has been nicely acquired by many users. The “Use and Satisfaction” find out about treats target market contributors as individuals with specific “needs” and sees their media engagement activities as “using” media based on specific demand motives, thereby making these wants “satisfied”. Users can use the system of vibrating to meet the media wants of leisure, interactive social, self-expression, financial gain and care.
Eliminating the uncertainty of records potential that humans may additionally no longer recognize something, and facts desires to be used to take away this uncertainty. Each dynamic in the quick video has a message. The more dynamics, the larger the amount of information. The consumer can understand the unknown matters while scanning the brief video content dynamically, and dispose of the information to some extent. Certainty, that is, reap an appreciation of the unknown.
The Existing Problems Of The “Tik Tok” App
The “Tik Tok” APP analyzes the user’s preferences thru the effective algorithm science and accurately recommends the brief video content, so that the consumer regularly sees the quick video content of the similar label and feels the homogenization of the content. On the one hand, the “information boudoir” is generated. And the phenomenon of team polarization, on the different hand, users have lost pastime in the content material of the vibrating APP due to the comparable content, and then launched the APP, the user’s viscosity is reduced. With the recognition of short videos, Weishang began to go from a circle of buddies to a brief video battlefield, recording three types of merchandise such as self-made lipstick and foundation in the video, and earning incorrect advantages via on line communication and offline transactions. Business violations and bad platform supervision and related legal guidelines and regulations are imperfect, making the quick video platform environment smoldering and thus affecting the person ride to a massive extent, causing customers to spit.
At present, there are three most important types of business attention in the quick video industry: Advertising. Including content implantation, video patch, data flow advertising and different forms. E-commerce. Including “Taobao’s online save model and self-operated brand e-commerce two modes. User fees, which include person content material rewards, individual content customers pay to watch, platform membership system value-added services and different forms. Although the development of the quick video enterprise has entered a mature stage, its profit model is nevertheless in its infancy as a whole. The non-permanent video industry has been criticized for not having mounted a profit model. At present, the monetization technique of the “Tik Tok” is ordinarily targeted on marketing and electricity business. Recently, the organization has cooperated with Taobao, and the endorsed products of the e-commerce in the quick video can be directly linked to the Taobao store to place orders directly. In addition, some company classified ads have appeared in the content advocated via “Tik Tok”, such as Jiang Xiaobai. As for the content material payment method, according to statistics, most users at this stage are no longer inclined to pay for the video in just a few minutes. Therefore, it is not adequate to count on some insignificant rewards and advertising subsidies from Weibo for brief video. It is indispensable to improve the mechanism and establish a long-term enterprise model, and find a sensible way of realizing, which requires continuous improvement. The excellent of the content was accurately analyzed to get the platform users’ preferences, and then the “Tik Tok” APP will accurately advise contents to enhance consumer satisfaction.
The Countermeasures
Key Opinion Leader (KOL) refers to human beings who have extra and greater accurate product information, are commonplace or trusted by applicable groups, and have a higher have an impact on the buying behavior of the group. KOL brings new customers to the platform, promotes campaigns and turns regular users into paying users. Based on the product’s functional positioning and person community, the platform chooses the way to mine KOL and the type of KOL. Let KOL enhance their very own fixed target audience to extend user stickiness. The concept of “Filter Bubble” used to be proposed via Eli Pariser in 2010. It refers to the especially homogenous facts waft that hinders humans from understanding the actual world under the algorithm recommendation mechanism. Just looking at the records you favor to see, it sounds a very satisfactory thing, but Pariser believes that this filter bubble is genuinely in the title of personalization, to isolate everybody on the island of information, making them lose their rational desire right. The US “pocketing campaign” called on the organization to treat algorithmic techniques with care and publicize the guidelines of records filtering so that each and every netizen knows what is going on around him, together with understanding what he may have missed, rather than being trapped in this unbreakable alleviation bubble. The users of the “Tik Tok” APP sense the homogenization of the content. It is precisely due to the fact of the labeling of the recommended content of the powerful algorithm that the content material that the person sees are similar, and they are trapped in the “information boudoir”. Today’s headlines are blended by using human and machine, artificially reviewing content, and the usage of algorithm technology to recommend user-typed content material and unknown content material in a certain proportion. This lets in users to get entry to other information whilst staring at their favored content. By referring to the cash reward model of the volcano video, the vibrating APP encourages more customers to participate in the manner of developing video. On the one hand, it can improve user stickiness, on the other hand, it can enrich the quick video content of the platform and promote content material differentiation.
Further Understanding In Global Scope
Much the equal as Huawei, TikTok figured out how to get away from its Chinese repression to clash with western tech goliaths. Ostensibly, TikTok offers a more outstanding risk than Huawei. Seemingly, it has given China the way to siphon content legitimately onto the telephones of a large number of residents in America and Europe. TikTok has been enduring an onslaught previously—dislike this. It has abruptly been hit by means of the ideal tempest of 4 separate safety memories interior seven days. First got here the information that a beta arrival of Apple’s iOS 14 had gotten TikTok subtly getting to clients’ clipboards. TikTok was in properly company—a heap of specific functions was found doing likewise, and like those others, TikTok gave a clarification and an update. However, it was once TikTok that produced the features, incredibly on the grounds that it had been gotten before doing likewise and had vowed to stop, but commonly on the grounds that performing to sneak round on a big variety of telephones in the west is unique in case you are Chinese.
At that factor got here the statement from the Indian authorities that TikTok would be confined on public safety grounds. Again, TikTok was once in correct company—there were 58 different Chinese applications subjects to comparable approvals. However, as soon as more, TikTok stood out as simply newsworthy. India is the stages’ largest market, the place a huge wide variety of clients have brought the utility and offer its recordings. As indicated via reports, sources at the organization advocated the boycott may also value TikTok as lots as $6 billion. The triggers for India’s prohibition on TikTok were military and political pressures among itself and China. What’s more, sufficiently certain, soon after its boycott used to be declared, reviews from Australia proposed its administration was once feeling obligated to do likewise. Australia has its very own international strains with China, and late digital assaults on the nation’s administration have been casually ascribed to Beijing. The 1/3 whammy for TikTok, however, got here when Secretary of State Mike Pompeo affirmed in a Fox News meet that the U.S. was “surely taking a gander at” limiting the stage. Out of nowhere the quite contained exercise in India looked as even though it may also wind loopy and repair a lot of TikTok achievement lately. The U.S. information was once unadulterated governmental issues, with TikTok becoming a member of Huawei as a tribal objective of the innovation impasse amongst China and the U.S. Indeed, there are security concerns in the background, then again business, economic and political worries trump those.
Thus, to Hong Kong, the final hit to the stage lately. To recognize why this is so basic, one wants to take a gander at the manner via which TikTok basically wears two faces—one in China the place it works as the profoundly constrained and blue-penciled Douyin, and one somewhere else the place it works as the curiously liberal TikTok. By separating itself alongside these lines, the stage can assurance non-Chinese consumers that the Chinese experts cannot get to their information, that the data isn’t put away in China, that there ought to be no worries about exterior impedance.
Until the finish of June, Hong Kong with its unique repute interior China labored as a non-Chinese TikTok market. Yet, at that point as the lengthy reach of Beijing’s protection machine extended to cowl the location simply because, Hong Kong moved from one facet of that TikTok line to the next. And keeping in mind that proprietor Byte Dance says it has no designs to convey to the table Douyin to TikTok’s commonly little Hong Kong customer base, it unquestionably cannot provide TikTok while declaring the preferred TikTok guard around those clients.
As TikTok with its U.S. Chief hopes to deal with the aftermath from this immensely trying out set of bringing down dominoes, two issues stick out. Initially, the U.S. In the tournament that you need to all the more probably understand the harm the organization can do when it focuses on the accomplishment of a Chinese tech monster, truly ask Huawei. Pompeo has been the campaigner-in-boss towards Huawei, and it used to be no happenstance that it was once he who broke the news that TikTok may wind up in related territory. In the wake of Pompeo’s meeting, a TikTok consultant let me comprehend “TikTok is pushed through an American CEO, with many workers and key pioneers throughout wellbeing, security, item, and open method right here in the U.S. We have no higher want than advancing a covered and impenetrable utility trip for our clients. We have by no means given purchaser facts to the Chinese government, nor would we do as such on every occasion inquired.”
Discussion
In our daily activities, we can see the influence of the Internet on how we live in developed countries today. The communication process has been affected because as time goes by, it seems that traditional communication methods are used less and less. The Internet, social media, mobile phones, and text messages are new communication methods that the modern world has adopted. Technology seems to play an important role in the way public relations are exercised. The social media platform enables the company to improve its international market share and reach potential customers worldwide. As a result, more and more large and small companies are beginning to use them in their internationalization strategies. In 2013 (Gupta and Brooks), 1.73 billion people worldwide used social media networks. The potential value of this trend to the company is huge. As the age category of people who use social media continues to expand, people are interested in applicability to a wider range of products and therefore to a wider range of companies. Most social media users have multiple accounts on different social networks, and using these networks for various purposes means that companies should carefully consider how to use their advantages to attract more users. These users are not only locals, but also users from more countries.
The literature shows that the widespread use of the Internet has led to the rapid internationalization of social media and streaming media platforms. The global dissemination of science and technology has created a wide range of connections, thereby creating greater new opportunities. The current focus of technological globalization is the connections established by social media networks. Internet companies are roughly divided into information search and social networking, and e-commerce platforms for life services. Among them, social media is basically UGC, which is easier to realize globalization, such as Facebook, twitter, YouTube, instagram, Facebook, for example, is a great product. If you just look at the features of Facebook itself, it sees easy to be replaced. Now instagram and twitter are good alternatives. In addition, with the acceleration of global economic integration and the development of China, more and more Chinese enterprises go to the world and expand their influence in the domestic and foreign markets. In addition, the rapid development of the company does not have enough experience and support. This includes all aspects, including companies, governments, intermediaries and industry associations. Roles and various coordination mechanisms, such as imperfect regulatory framework, lack of relevant intermediary agencies and Industry Association platforms, are also important factors hindering the ambition of “going global”. Last but not least, small and medium-sized enterprises usually show enterprise vitality, flexibility and higher efficiency, while large companies are more powerful in economies of scale, economies of scope and financial, legal and technological resources. At the beginning of the internationalization process, the latter companies can deal with trade barriers more effectively because their resources and capabilities are more developed than small companies. In the face of the unpredictable international situation and the lack of understanding of the target countries, the internationalization commitment of small and medium-sized enterprises is lower than that of large enterprises. The main obstacle for companies to use social media in the process of internationalization is the difference between national data security and privacy regulations. This forces companies to invest heavily in whether and how to use available consumer data.
Obviously, the most news surrounding Tiktok in the past few months is the US and Indian government’s attitude towards this application. The US government is definitely considering banning TikTok and other Chinese social media applications because of concerns about their content and fear that they collect data and personal information from user devices. Many users think this is a precursor to TikTok being banned by the US government, and it hasn’t been long since the last time India banned Chinese apps on a large scale. In addition, the operation of TikTok in Hong Kong, China has also changed due to changes in the general environment. On July 6, ByteDance announced that it would stop TikTok’s operation in Hong Kong, China. It will change TikTok to the mainland version of Douyin, so it is essentially not affected. influences. Back to the United States, although the fault was said to be a program bug or the like, the US government gave the signal early because TikTok was involved in the political struggle. With the rise of the U.S. government’s anti-racism movement, many users began to change their profile pictures into black symbols to protest the censorship of black creators. TikTok users will unfollow other users who do not support the movement, and black creators require non-black allies to follow at least one new black creator. Maybe Douyin also felt that this was unreasonable, and stopped the activity. But one wave has not settled, another wave has risen. The current US President Trump held the first offline campaign rally since the outbreak of the new crown in the United States in Tulsa County, Oklahoma. What is embarrassing is that the venue, which could accommodate more than 19,000 people, had thousands of empty seats at the beginning of the rally that night. The atmosphere on the scene was quite bleak. The attendance rate is alleged to be only about two-thirds, and only 10,000 people actually participated in this canvassing activity. In addition to being affected by the new crown epidemic, before the rally, young American internet users initiated an advance seat reservation campaign through online platforms such as TikTok, and they planned this action by waiting for social platforms. In addition to interfering in politics, the U.S. government also believes that TikTok has collected too much unnecessary user information and sold it to advertisers. The U.S. government is also worried that TikTok and its parent company ByteDance will share data and information, which makes the U.S. government uneasy. Regarding the possible ban in the United States, TikTok officially responded that it has never provided user data to the Chinese government, and will not provide it even if requested in the future. In addition to the government, Facebook’s founder Zuckerberg has also publicly published TikTok’s threat theory many times. However, the media exposed the personal information of users in the last general election. It was Facebook who tried to use political advertisements to influence the election results. . The United States is afraid that this will happen again in this election. The economic ideology problems faced by Chinese multinational companies. Globalization is the overall strategy of Bytedance. Despite the American nightmare of TikTok, globalization will probably still be the long-term goal of Bytedance’s entire industrial ecology. However, as a trend-oriented strategic thinking, we should admit that “globalization” has encountered countless dilemmas on a global scale. These dilemmas have no logic in the sense of economic rationality, but only the political origin of ideological collisions and intensified civil strife. However, it is precisely the latter that is difficult to be easily eliminated by individual enterprises or industries.
Previous studies have shown that the integration of international academic content can support the influence of social media and streaming media channels on internationalization. However, so far, there is a lack of empirical research to test whether some countries’ restrictions on Tiktok’s policies and regulations will affect other Chinese software’s entry into the international market or internationalization. The global Internet companies are poorly balanced, and most of them are large monopolistic state-owned enterprises and a few small and medium-sized enterprises. And there is a serious problem. These companies are only distributed in a few countries, such as the United States and China. Due to the characteristics of the Internet economy, monopolies develop more rapidly and are more difficult to restrain. On the one hand, the network has externalities, that is, the greater the number of users, the greater the value of the network. For example, the more car owners and passengers Uber has, the more beneficial it is for Uber users. It is easier for car owners to receive orders and passengers to get cars. On the other hand, unlike the marginal effect of the traditional economy, the zero marginal cost effect of the Internet economy means that the cost corresponding to the increase of users in the network is negligible. Therefore, the Internet economy is easy to form a “winner takes all” situation. Once a considerable degree of monopoly is formed, it is difficult for latecomers to compete. Uber and Google are all like this. From a market perspective, breaking monopolies and introducing competition are fundamental strategies. At the same time, it is necessary to use the law’s mandatory restraint mechanism to prevent monopoly or increase the cost of illegality. For the problems caused by the monopolies of some Internet platform companies, heavy fines can be used to increase the cost of violations, which is a remedy and deterrent after the fact. In addition, a sound supervision system should be established. This requires both strict implementation of existing regulations, and timely introduction of regulatory regulations based on emerging situations to prevent the occurrence or expansion of acts that harm public interests (Hutton and Fosdick, 2011).
Research question asked whether there are cultural differences when using SNS. Specifically, users in China and other Eastern countries who use social media and the United States and other Western countries have different motivations and importance in using social media applications. According to the theory of use and gratification (Kaul, 2011), people look for media that can satisfy their motivations. All the motivations for the use of social media by American participants are very different from those of Chinese participants. Therefore, American participants are more likely than Chinese participants to use SNS to keep in touch with their parents and family, keep in touch with friends, meet more new friends, and show off their lives. However, Chinese users are more inclined to maintain and increase friends who share the same ideas, looking for a sense of social identity. In particular, the concept of UGC is quite different from that of China. Under the influence of multiple factors, such as media environment and cultural background, compared with the characteristics of foreign UGC, such as loose gathering, free flow, freely changing topics and objects, Chinese UGC pays more attention to the influence of celebrities. Due to the Chinese people’s introverted personality, they are not willing to expose themselves to the public, but they are also keen on watching and are more willing to appreciate other people’s happiness, anger and sadness. Therefore, when an opinion leader appears, it will greatly arouse resonance and admiration. Such a figure or thing can meet the needs of internet users in many aspects, thus attracting explosive attention and follow-up. As mentioned earlier, in China, the supervision of social media may be more stringent, whether for political or economic reasons. Because some SNSs are not only used to communicate with friends, they also have shopping functions. Therefore, financial issues will be involved. Monitor them to understand their positive and negative comments about the business. If users do follow, social media can tell users a lot of information about brands, competitors and target markets. Using social media is an important channel for business success, and every company can benefit from monitoring its social sales strategy. The factors that influence the internationalization of a company include individuals, companies and the environment. First of all, because the role of decision makers and managers in the company is important in the operation of the company, the international experience of key decision makers and the company’s knowledge field have become important prerequisites at the beginning of the internationalization process. Secondly, there is also the company’s commitment to the market. The company uses the best marketing methods to achieve economies of scale to operate in the market.
According to Leonard (2013), at the beginning of the internationalization of SMEs, the network has become an important factor, but the international positioning and ownership structure are also considered important antecedents. Management ability and organizational ability are factors that affect the international model of SMEs. Finally, considering the market orientation, Bytedance is now a “unicorn” company, but this kind of company is not common. More Internet companies are not so commendable. If it is to attract people’s attention to new factors: market orientation, knowledge acquisition, market commitment and global mentality, and their impact on the international performance of SMEs. Network theory and international market positioning are used to explain the international strategic choices and models of SMEs (Montobbio & Sterzi, 2013). For example, the relationship between knowledge acquisition and market commitment and the international performance of SMEs. The recognition of international opportunities began to affect the company’s international structure, and the network continued to be relevant to the internationalization of SMEs.
Tiktok users can search for specific tags that display the number of views associated with that tag and similar tags. Encourage users to use multiple topic tags to increase the likes and views of posts, no matter how trivial. For example, parenting, emotions, emotional intelligence, workplace, office, inspirational, etc., like these subdivisions, for example, the corresponding label of the parenting field can be mother, homework, etc., the corresponding label of emotion is love , Marriage, boyfriend and girlfriend, etc. The labels of EQ are eloquence, workplace, and sales; the labels of office are PowerPoint, EXCEL and so on. Through these tags that users are interested in or have used, TikTok’s page uses an algorithm to recommend videos to users. Vertical video content makes it easier to get accurate recommendations. For accounts with vertical video content, TikTok will give priority to tags, which can help account videos to get more accurate recommendations and increase account weight. Algorithms are reconstructing a set of digital culture and discourse system, a set of concepts, practices and expectations concerning how people act and interact in the contemporary network society. It runs through all the links of production, circulation, consumption and use of media and communication, and at the same time has a close relationship with social systems, social relations, emotional structures, and social changes. Supervision behavior data collection and risk early warning analysis. This is to require all law enforcement departments to form electronic data from all law enforcement inspection results and push them to the Internet regulatory platform for big data risk early warning.
Although Bytedance is not a small and medium-sized enterprise, attracting more users is still their goal. Therefore, TikTok recommends short videos that are of interest to users based on tags. During the period when the researchers wrote this article, tiktok constantly appeared various major events. The byte skipping tiktok directly swept the world. Tiktok seems to be a short video sharing platform, and some people think it is an output tool of ideology. Byte beating has completely cut Tiktok and Mainland China, and has tried its best to avoid ideological collision. The challenges facing TikTok mentioned in the Research question is: TikTok has caused major privacy risks in the past. This application may involve illegal collection of children’s data and was heavily fined by the US Federal Trade Commission. Although TikTok has made corresponding adjustments before, it has officially issued a ban on children under the age of 13 from joining the software. However, the relevant US authorities still stated that TikTok failed to sufficiently seek the consent of children’s parents and did not respect the parents’ request to delete children’s personal information. Although the company has deleted the accounts of some minors, it has not completely deleted their videos and personal information from its servers, and has not fundamentally solved the problem. To this end, TikTok reached an agreement and paid a fine of 5.7 million U.S. dollars in order to resolve allegations of illegal collection of children’s information. Like almost all technology platforms, TikTok not only stores the content created by users on it. On the one hand, the Tiktok algorithm serves a large number of users and helps users filter out the content they like to watch; on the other hand, it serves the platform and helps the platform to identify high-quality content and screen. Take Facebook as an example. In the past two years, Facebook has been in the mire of privacy leakage and suspected monopoly, facing the dual test of government regulation and user query. His privacy leak has been investigated by many countries around the world, and Zuckerberg himself has been to the U.S. Congress for questioning. Facebook has been punished to varying degrees in the UK, France, Spain, Turkey, Brazil and other countries. In addition to the content, it also contributes to the development goals of the platform. TikTok’s business model, ByteDance is essentially a digital advertising company, and more than 80% of its commercial revenue comes from advertising revenue. For advertising companies (or media platforms), how much revenue you can get depends on how many advertisers are willing to spend money on your platform, and further depends on how many high-quality users and attention can be sold on the platform. So for Bytedance, users are money, and users’ attention is productivity. Therefore, from this perspective, the two most important indicators of TikTok are the number of users and the length of time users use them. It is inferred from this that all behaviors that contribute to the increase in the number of users and the increase in user usage time will be given a higher weight in the algorithm system. Which is more important than the number of users and the length of users? According to the survey, users’ usage time is more important. The longer a user uses the product, the more he likes the product, which means that his friends are more likely to see him using the product, which also means the probability of him recommending the product to his friends. One of the many platforms that collect, use, analyze, rely on and profit from personal data.
A core idea is expounded by two relatively simple propositions. One is that when someone is involved in a matter, the participant’s view of the world is always one-sided and distorted. This is the principle of error-proneness. Another proposition is that these distorted views can in turn affect things related to this view, because wrong views will lead to inappropriate actions, thereby affecting the event itself. This is the principle of reflexivity. Therefore, the findings of this study must take into account some limitations. Quantitative analysis focuses on the verification of theories or hypotheses, that is, the corresponding data is obtained through a series of test methods, and a series of conclusions are obtained according to the data results and evaluation criteria, and finally determine whether the theory or hypothesis is acceptable and the degree of acceptance. However, most of the investigators based on this paper are Chinese. Because the test contains a large number of questions suitable for a certain cultural background, only a few people from other cultural backgrounds participate in the vote, which may lead to deviations in answering such questions. In addition, the overall validity is biased. Overall validity refers to how the sample in the study represents the target person. The target population in the study are young users. Only young users are not representative, because now more middle-aged people also like to use TikTok. Researchers may have deviations due to cultural background and understanding of specific phenomena, which may affect the rationality of the research. Since the researchers are all Chinese, there may be some differences in cultural diversity. Whether in language ability, cross-cultural ability and cultural sensitivity, there may be deviations. Synthesizing various literatures, cultural competence skills are considered to include effective communication, establishing rapport in differences, and respect. Researchers strive to reduce the limitations of cultural differences.
The advantages of the Internet far outweigh the disadvantages. However, recent negative news has dominated the popular media. The rapid development of the Internet has made the role of Internet public opinion increasingly prominent. However, due to the influence of network characteristics and other factors, the main body of online public opinion-internet users, is extremely prone to “group polarization”. If it cannot be properly guided and controlled, it will easily lead to some extreme behaviors. Children may face many risks that cannot be ignored. The risks of cyberbullying, harassment, exposure to harmful content and online grooming can make children vulnerable and cause serious harm. Therefore, it is necessary and urgent for Internet companies or laws to strengthen the research on the phenomenon of “group polarization” of Internet users for the management of network public opinion risk. The amount of information on the Internet is huge, and it is impossible for individuals to receive all of it. Users must make choices about this information. When making choices, they will inevitably be affected by selective psychology. Users will filter the information according to personal preferences. And choose to “maintain focused attention and psychological comfort.” Therefore, the selective psychology of information is one of the reasons for the formation of the “information cocoon room”, which “constrains users in a narrow field of information guided by interests and preconceptions.” Selective understanding and selective memory will strengthen the user’s preconceptions, deepen some of the user’s inherent basic ideas, and eventually go to extremes, resulting in extreme views, speeches or behaviors, thereby forming a phenomenon of group polarization.
Implications and Applications
Introduction
This chapter is divided into two parts: implication for theory and practice, and application of learning in managerial setting. In the implication for theory and practice, the researchers mainly explained the purpose of the research, the value of the research, the understanding and contribution to knowledge in the research. In the application of learning in managerial setting, researchers focus on the three aspects of target market analysis, product pricing analysis and product innovation strategy for research and application. In this research, the researchers made full use of the knowledge learned in the major to complete the project research.
Implications
The purpose of this research is to analyse the role of social media and streaming media platforms through internationalisation. It aims to prove the impact of social media and streaming media platforms on internationalisation in general. The research project also discussed the limitations and challenges faced by Tik Tok in internationalisation and globalisation. This goal is to point out the current deficiencies in the internationalisation of social software and streaming media platforms, and help other social software and streaming media platforms in China to be more aware of the areas that need to be improved and improved in order to follow the path of internationalisation. To achieve better results, the study explored the success stories of Tik Tok and Bytedance’s contributions behind the scenes. The goal is to find out the factors for the success of Tik Tok’s internationalisation and provide reference value for the internationalisation of other social software and streaming media platforms. The research project has reached the above conclusions and put forward corresponding opinions and suggestions for Tik Tok to refer to every aspect of the social platform and have a more comprehensive understanding of the current challenges.
The value of this project is that the analysis and discussion of Tik Tok’s success factors can promote the international development of other social software. It can be expected that Tik Tok, as China’s first social media that has successfully internationalised, will benefit the entire Chinese social media industry. This research project enables researchers to apply the knowledge acquired in the University of Strathclyde’s International Management major to real business cases and practice cross-cultural management and business consulting.
This study provides a detailed analysis of successful cases of social media and streaming media platforms, as well as suggestions on the collection of user data and personal information by social software, to help social media and streaming media platforms move towards a more international and favourable direction development of.
The research project is carried out through academically recognised research techniques, so all the objectives of the research project have been resolved.
The research project provides the understanding and contribution of the following knowledge:
A)The Internet has a huge number of users and shows a growing trend, which has huge potential value to enterprises. The development of the Internet helps companies to exert more advantages to attract global customers. All companies use social media as an important channel for their business success, and companies can benefit from monitoring their sales strategies in social media. Moreover, companies using social media can find potential customers around the world while increasing their international market share. At present, more and more companies are planning Internet technology into their own internationalisation strategies.
Initially, the problem with social media on the Internet was simply that there wasn’t enough user engagement, but as technology has improved and social media and streaming platforms have evolved, the industry has come up against the more modern problem of potentially violating users’ privacy.
Globalisation is Bytedance’s long-term goal and overall strategy. The key to Tik Tok’s success is that Bytedance has mastered the results of artificial intelligence technology. Tik Tok will market segmentation of video content, including but not limited to categories such as feelings, workplace, and emotional intelligence. These categories will become a label that users can use. Tik Tok has a powerful core algorithm. It will use or search for these tags and observe the user’s interaction with the video, and then feed the observation results back to the algorithm to help the application provide users with highly personalised video content. Algorithms are reconstructing a digital discourse system about people’s behaviour and interaction in the network society. It is the powerful core algorithm that has aroused users’ strong interest in Tik Tok, making Tik Tok the most popular social media platform. But Tik Tok is currently facing the most serious challenges and threats-from the bans issued by various countries.
Algorithms also contribute to social media platform development goals. For Tik Tok, the number of users and the length of time users use the software are the two most important indicators. Therefore, the time and energy users spend on the platform is productivity. Bytedance is a large enterprise, and attracting more users is still their goal. Bytedance is essentially a digital advertising company, 80% of its commercial revenue comes from advertising. The length of time the user uses the software is directly proportional to the degree of preference for the software, which means that the user has the possibility of recommending the product to their friends.
Earlier this year, the Ministry of Electronics and Information Technology banned 59 mobile applications from China on the grounds that Tik Tok collected data and personal information from users’ devices that might harm national security. In the United States, users on Tik Tok called on voters with tickets not to participate in the election of United States President Trump, resulting in less than 33% of the attendance at the election. The US government believes that this has interfered with political issues, so this is considered to be the fuse of the US government’s ban on Tik Tok. Similarly, the government of the United States is using the same reason as the government of India. Even considering that “China caused the novel COVID-19 to wreak havoc in their country”, the government of the United States is preparing to prohibit the release of Tik Tok developed by China in the United States.
Tik Tok had posed significant privacy risks because of its possible involvement in the illegal collection of children’s information. But Tik Tok has issued a ban on children under 13 using the software. Moreover, Tik Tok has officially said that the software and its companies have never provided user data or personal information to the Chinese government, and will not do so in the future. Almost all social media platforms store user-created content, and big data algorithms can not only recommend video content to users, but also help the platform identify high-quality video content.
Any social media platform, even Tik Tok’s American rivals, has a peek into its users’ private lives. For some time, Facebook has been mired in suspected monopolies and user leaks. Facebook has been investigated for privacy breaches in different countries and has received varying degrees of punishment. Facebook is also facing a global ‘StopHateForProfit’ boycott campaign backed by multiple associations and alliances. During the last campaign, Facebook made public users’ personal information in an attempt to influence the outcome of the election.
No government in any country can restrict the use of a piece of software by its citizens. Users often share videos from Tik Tok on other social apps, such as WhatsApp. Tik Tok may face a decline in downloads and user visits in a short period of time due to various measures promulgated by the government. But as time goes on, Tik Tok will continue to rise until the next popular short video app comes along.
B)For academics: The global spread of Internet technology has created a wide range of connections and opportunities for the world. By integrating, the researchers found that international academic content supported social media and streaming media platforms affectable to internationalisation. At present, the establishment of social media networks is the focus of the globalisation of Internet technology. One of the reasons for the rapid internationalisation of social media and streaming media platforms is the extensive use of the Internet, such as Facebook and Instagram.
A firm’s awareness of international opportunities will influence its international structure. At present, in the market and the international market, most of the enterprises are large monopolistic enterprises, and only a few are small and medium-sized enterprises, which leads to the poor balance of Internet companies in the world. Because of the nature of the Internet, the greater the number of users a software or company has, the greater its value. Therefore, it is easy to form a monopoly situation of large enterprises, and monopolistic companies can also develop faster and more difficult to be restrained. This makes it difficult for small and medium-sized enterprises to compete with large enterprises. Therefore, breaking the monopoly and introducing competition are the basic strategies. Meanwhile, a sound supervision system should be established and laws should be used to restrain monopoly.
The rapid development of global economic integration and the development of China’s Internet technology have promoted more Chinese enterprises to go global. In China, the government may regulate social media more tightly than in other countries for political or economic reasons. But the motivations for users to use social media in the US are quite different from those in China. As a trend, globalisation will encounter many difficulties in the process. The rapid development of enterprises does not have enough experience to support, hindering the development of enterprise globalisation. Most of these obstacles come from ideological conflicts caused by cultural differences, and these conflicts are difficult for an industry to eliminate easily. But Bytedance has completely severed Tik Tok’s ties to mainland China, leaving Tik Tok and DouYin as two separate but identical pieces of software, and Bytedance tries to avoid ideological conflict.
Banning digital software for no good reason only makes software and technology more powerful. Tik Tok uses the core algorithm to recommend video content to users that they are interested in, which is what really attracts users, not the platform itself. If Tik Tok can accurately grasp the target needs of users and grow with them, there will be nothing to stop Tik Tok in the future. If Tik Tok’s dilemma is difficult to improve, then other social software that will be launched soon will most likely benefit from it, such as Instagram reels.
The role of public opinion has become increasingly prominent in the rapid development of the Internet. If it cannot be properly guided and controlled, it will easily lead to certain extreme behaviours. Children in particular are the most vulnerable groups, that are most vulnerable to harm under the power of public opinion. Users will choose information according to their personal preferences. This is one of the reasons for the formation of an “information cocoon room”, which limits users to a certain information field based on their interests.
It can be concluded that the purpose and objectives of this research project have been achieved, and the research has contributed to the internationalisation of social media and streaming media platforms. The researcher used knowledge in cross-cultural management, global business environment, and market management in the research process. By establishing a sound mechanism and strengthening algorithm technology, user data and personal information are protected, and the user’s target needs are accurately grasped, which will promote social media to embark on a smoother path. If it can be successfully executed, it will speed up the internationalisation process of social software and the influence of the social software on the international market.
Applications
First of all, when launching products, Internet companies represented by Bytedance should select the target market as the premise, which can help enterprises concentrate resources, provide products or services that better match the needs of users in the market segment, and develop marketing strategies that better match the attributes of users in the market segment to gain competitive advantages. Tik Tok, though dominant in the horizontal sector, is fiercely competitive in the vertical sector. In vertical industries, the products that compete with Tik Tok, though not directly related, are indirectly competing products, but they come not only from large international enterprises, but also from market-tested products, such as Facebook and WhatsApp, which are outstanding in social media.
Tik Tok’s penetration rate appears to be among the highest in Asia, with more than a third of users aged 16-64 in the region owning such accounts. The gap between the rest of the world is small, with penetration rates between 12% (North America) and 10% (Latin America and Europe) (XXX, 2020).
The STP model was used to analyze Tik Tok’s Market segmentation in China. In market segmentation, Tik Tok has experienced three aspects: geographical segmentation, demographic segmentation and psychological segmentation. From the perspective of geographical distribution of users, Tik Tok’s users are widely distributed, mainly concentrated in the eastern and southern regions, such as Shanghai, Hong Kong and other places. Therefore, Tik Tok in the western region and most of the third – and fourth-tier cities have a large market expansion space. From the gender and age of the population from the gender distribution of users, male users are slightly higher than female users. As the demand of male users for Tik Tok is slightly higher than that of female users, the ratio is about 1:1. Tik Tok can appropriately tap male user groups, and tap potential user needs to provide better services for users. From the perspective of age distribution, the majority of users are users under 35 years old, among which the number of people aged from 25 to 30 years old accounts for the highest proportion, and this age group is the main force of short video content output. This is closely related to Tik Tok’s early operating philosophy. During the product’s launch phase, Tik Tok’s team went to art schools across the country to persuade a group of good-looking young people to produce content for it. By introducing high-quality users in large quantities and gaining fans, Tik Tok officially presents young and fashionable products (XXX, 2020). As can be seen from Tik Tok’s existing tags, Tik Tok divides users into food category, travel category, shopping sharing category, beauty video category and other categories. Users can choose the video content they want to watch according to their own needs and interests.
In terms of market targeting, the main target users of Tik Tok can be broadly classified into three categories, namely, major content producers, sub-producers and content consumers (XXX,2020). Major producers of content shoot and produce beautiful videos and post them on Tik Tok; content sub-producers will watch web celebrity videos while recording their daily lives on Tik Tok. The main form of content consumers is to watch a variety of videos for the purpose of killing time, which is also the mass base of the first two types of users.
Tik Tok has a clear market positioning. It is a social software for creative short music videos, focusing on the 15-second music video community of young people. Users can choose songs and shoot 15-second music short videos through Tik Tok to meet their fragmented entertainment needs. For young people, they are a creative group who are better at using Tik Tok to express themselves, giving advertisers more ways to capture young people’s interests. From label challenges to brand acquisitions, sellers are taking advantage of Tik Tok’s unique advertising format. Tik Tok’s primary audience is young people who comment on, create and upload their own work as they watch videos, a way of interacting that is changing the way brands interact with consumers. The most important way to attract user GENERATED content is to use tag challenges to encourage users to create their own works. In this regard, the centrally-distributed Tik Tok pays more attention to the simplicity of the challenge and the appeal of KOL. As Tik Tok downloads continue to climb, the researchers found that more and more YouTube bloggers are turning to Tik Tok. The disadvantage of YouTube compared with Tik Tok is that ads usually run between 3 to 5 minutes or 8 to 11 minutes. Many people have no patience to watch them and the conversion effect is not good. In sharp contrast to Tik Tok’s 15 – to 60-second video clips, the brand can not only grab consumers’ attention in the first few seconds, but also capture the psychology of Gen Z’s young people to simply consume.
Tik Tok makes market segmentation and positioning according to different regions to adapt to local culture and environment. In the United States, the Culture of the United States is more self-expression, the United States version of the focus on rich video content can be viewed. Tik Tok’s female users far outnumber men in the U.S. by about two to one. Interestingly, the gender imbalance was most pronounced among adolescents. But its product positioning meant it had to compete with other American market leaders. GoogleTRENDs showed that the East Coast was more popular than the West Coast, especially in the Great Lakes industrial area, which is more urbanized and has a higher per capita income. More than 50 percent of Tik Tok users in the United States are between the ages of 18 and 34, and the proportions are almost the same between 18 and 24 and 25 to 34. However, it is interesting to note that one quarter of American Tik Tok users are still aged between 45 and 64 (MarketingCharts, 2019). So its appeal is not limited to children. In Hong Kong, Tik Tok is more focused on the ease of creation.
The researchers also found that Tiktok’s user base in Japan was also segmated. This is a relatively small sample, with only 6 million users, and perhaps this rich, highly digital Asian country can show us TikTok’s success in certain market conditions. Here, usage seems to be evenly distributed across age groups, with young people making up only a small proportion of the population. There were about as many users in their 40s as in their 20s, and usage declined slightly in their 30s among the career-centered group. But teenage users are still the biggest constituency. Teen users also showed one of the biggest gender imbalances, with a clear bias toward women; But in the elderly, the opposite trend is evident.
Table 1: Table of Constructs
Cross-analysis results
Topic
Age
Total
18 and below
19-25
26-40
41and above
Record Life
Unselected
41(89.13%)
101(81.45%)
54(83.08%)
126(81.82%)
322(82.78%)
Selected
5(10.87%)
23(18.55%)
11(16.92%)
28(18.18%)
67(17.22%)
Total
46
124
65
154
389
Show yourself
Unselected
44(95.65%)
114(91.94%)
61(93.85%)
146(94.81%)
365(93.83%)
Selected
2(4.35%)
10(8.06%)
4(6.15%)
8(5.19%)
24(6.17%)
Total
46
124
65
154
389
entertainment
Unselected
14(30.43%)
37(29.84%)
20(30.77%)
87(56.49%)
158(40.62%)
Selected
32(69.57%)
87(70.16%)
45(69.23%)
67(43.51%)
231(59.38%)
Total
46
124
65
154
389
Social
Unselected
44(95.65%)
116(93.55%)
63(96.92%)
148(96.10%)
371(95.37%)
Selected
2(4.35%)
8(6.45%)
2(3.08%)
6(3.90%)
18(4.63%)
Total
46
124
65
154
389
Share your video to other social software
Unselected
40(86.96%)
95(76.61%)
51(78.46%)
143(92.86%)
329(84.58%)
Selected
6(13.04%)
29(23.39%)
14(21.54%)
11(7.14%)
60(15.42%)
Total
46
124
65
154
389
Participate in hot topic video shooting
Unselected
39(84.78%)
110(88.71%)
55(84.62%)
151(98.05%)
355(91.26%)
Selected
7(15.22%)
14(11.29%)
10(15.38%)
3(1.95%)
34(8.74%)
Total
46
124
65
154
389
Topic challenge and imitation
Unselected
38(82.61%)
89(71.77%)
56(86.15%)
132(85.71%)
315(80.98%)
Selected
8(17.39%)
35(28.23%)
9(13.85%)
22(14.29%)
74(19.02%)
Total
46
124
65
154
389
The interface is simple and easy to operate
Unselected
24(52.17%)
50(40.32%)
37(56.92%)
91(59.09%)
202(51.93%)
Selected
22(47.83%)
74(59.68%)
28(43.08%)
63(40.91%)
187(48.07%)
Total
46
124
65
154
389
Complete functions and stable operation
Unselected
30(65.22%)
75(60.48%)
48(73.85%)
121(78.57%)
274(70.44%)
Selected
16(34.78%)
49(39.52%)
17(26.15%)
33(21.43%)
115(29.56%)
Total
46
124
65
154
389
High video quality
Unselected
32(69.57%)
89(71.77%)
42(64.62%)
109(70.78%)
272(69.92%)
Selected
14(30.43%)
35(28.23%)
23(35.38%)
45(29.22%)
117(30.08%)
Total
46
124
65
154
389
Unique layout design
Unselected
37(80.43%)
89(71.77%)
50(76.92%)
127(82.47%)
303(77.89%)
Selected
9(19.57%)
35(28.23%)
15(23.08%)
27(17.53%)
86(22.11%)
Total
46
124
65
154
389
Internet celebrity
Unselected
39(84.78%)
97(78.23%)
58(89.23%)
147(95.45%)
341(87.66%)
Selected
7(15.22%)
27(21.77%)
7(10.77%)
7(4.55%)
48(12.34%)
Total
46
124
65
154
389
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Appendix
Appendix 1
Appendix 2
Appendix 3
Survey Questions
1. Your age [single choice questions]*
O ages 18 and below
O 19-25 years old
O 26-40 years old
O Over 41 years old
2. Your occupation*
O students
O office workers
O Individual
O unemployed
O other
3. The average time of using mobile phone to surf the Internet every day [single choice question]*
Less than 1 hour
O 1-2 hours
(excluding 2 hours)
O 2-3 hours (excluding 3 hours)
O 3-4 hours (excluding 4 hours)
O More than 4 hours
Almost not used
4. How often do you use Tik tok [single choice question]*
O 5-10 minutes
O 10-30 minutes
O 30-60 minutes
O 1-2 hours
O More than 2 hours
5. Through what channels did you know about “Tik tok” [single choice question]*
O Application mall
O Recommended by friends
O Social applications (Instagram, WeChat, Face book)
O Other approaches
6. How often do you use “Tik tok” [single choice question]*
O Never use
O occasional use
O Often used
O daily use
7. Your motivation for using Tik tok is [multiple choice questions]*
O Show yourself
O Record your life
O Entertainment
O Information collection
O Skill learning
O Pay attention to Tik tok celebrities, handsome men and beautiful women
O Easy to socialize and meet new friends
O Follow the stars
O Pay attention to hot spots and participate in the society
O Listen to music
O Others
8. The function you have used on Tik tok is [multiple choice questions]*
O Registered user
O Watch the video
O Take and upload video
O Share your video with other social software
O Forward and share other people’s video
O Like the video and comment on it
O Pay attention to others
O Participate in hot topic video shooting
O Others
9. What do you think is the most attractive one in Tik tok*
O Video content
O Music
O Entrepreneurial filter
O Topic challenge
and imitation
O Video editing function
O Internet celebrity
O Others
10, you think the most attractive video content of “Tik tok” is [multiple choice questions]*
O Topic challenge
O Life skills
O Scenic tourism
O Pretty girl and boy
O Daily life
O cute baby, cute pet
O Star class
O Food
O Beauty and fashion
O Others
11. Where do you usually use Tik tok app [multiple choice questions]*
O At home
O Dormitory
O Classroom
O Company
O Conference room
O Leisure places (KTV, bar, restaurant, etc.)
O On the vehicle
O Others
12. The following is about the features of Tik tokapp. Please choose the option you agree with [multiple choice questions]*
O New icon
O The interface is simple and easy to operate
O Unique layout design
O Perfect function and stable operation state
O High video quality
O It can provide me with rich music library resources when shooting videos
O Good shooting effect
O Feedback problems to the platform, which can be solved in time
O No mandatory advertising placement
O Less memory consumption
O Others
13. Do you think the regulation of such apps should be strengthened, especially for teenagers? [multiple choice questions]*
O Strengthen the content investigation
O plus controlled usage time
O Real name authentication
O No use by minors
O No regulation
14, do you think that the advantages of such apps outweigh the disadvantages or the disadvantages outweigh the advantages, which have a great impact on your thoughts? [single choice question]*
O The advantages outweigh the disadvantages
O The disadvantages outweigh the advantages
O The advantages and disadvantages have little influence
O Great influence
O General impact
15. What’s your opinion on this kind of APP video content? [single choice question]*
O positive energy
O Most of them are low, but there is more and more positive content
O Both are low
Structured Interview
1. What do you think is the content style of TikTok?
Tiktok content continues the trend of short videos of group life in Europe and the US, moving from long videos by YouTube bloggers to short ones of one to three minutes. Similar to all kinds of video sharing software, it can be divided into: life, creativity, music, sports, film and television, etc
2. Why is Tiktok popular in all countries?
Tiktok has not been found to be popular in all countries. Tiktok was launched in 2017, but there has been no pandemic use until 2019. During its stay in the UK between 2018 and 2019, Tiktok’s content ranges from copycat Doudouin content to live-life comedy content similar to YouTube. There wasn’t a huge response.
3. What is the difference in content shared by tiktok in different countries?
Can’t answer, I don’t know the content of each country.
4. How do you view the operating capabilities of Bytedance?
Bytedance is also a system for the cultivation of internet celebrities. Bytedance internally cultivates internet celebrities, including content shooting and editing. Relying on huge traffic and realizing through advertising media. When traditional media (such as paper media, television broadcasting, etc.) lost their appeal, they changed the advertising industry.
ByteDance has recruited auditors and operations staff all over the world. In 3 years, it has changed from a Chinese company to a global company. The internal management system and operation system are very strong, indicating that the internal management is very experienced Internet practitioners.
5. What do you think about Microsoft’s upcoming acquisition of tiktok?
Microsoft’s acquisition of tiktok can supplement its shortcomings in Internet application products, and wants to challenge FB’s achievements in the social field. Judging from various news, Microsoft has not been engaged in the operation of social video software before. This kind of new business that does not conform to the corporate culture may not be suitable for Microsoft’s management system.
If after Microsoft’s acquisition, tiktok may become a short-lived app, there will be many similar software in the market, and I personally think that the software launched after FB will survive.
6. Bytedance agrees to divest tiktok’s US business. What impact will it have on Bytedance?
Assuming that byte skipping sells part of its overseas business at a price of US$50 billion, it can appropriately supplement cash flow and supplement its own losses in other countries, and it can also be reserved for research and development funds for the next phenomenon-level product. At the same time, for ByteDance, it may lose 300 billion tiktok in three years. When other companies have competitive products, there is a certain chance of losing the entire overseas market. And it has an impact on the global layout, which means that Bytedance’s default products have flaws in privacy protection and cannot achieve the vision of global social software. Products that cause byte beating are regionalized and cannot achieve global data sharing.
7. If ByteDance sets tiktok’s global headquarters in the UK, what impact will this have on ByteDance?
ByteDance’s global headquarters is in the UK, which can realize the vision of European data interoperability. Obviously Europe is the largest market after China and the United States. But after Brexit, the UK’s policy on overseas Internet companies is also an uncertain factor.
One part of the cost of social video software is video reviewers. This cost is very expensive in regions with religious culture such as Europe, America, and India. Locating the global headquarters in the UK may help save costs.
8. How do you think about tiktok’s control over user needs?
I don’t quite understand what control means
9. Tiktok’s “information cocoon room” involves user privacy, make you think so?
Basically apps will infringe privacy, especially social apps. The terms read address book, information, geographic information, etc. There is not much difference between Amazon’s shopping recommendation algorithm and tiktok’s video recommendation logic.
It was reported by the media based on factors such as display and politics, which made the public opinion guide bad.
10. What impact will the sale of tiktok’s US business have on the globalization process?
Same as question 6
11. In the face of US bans, is byte beat cutting tiktok an effective measure?
Bytedance cutting tiktok in the US market is tantamount to tacitly violating privacy. It is a very wise measure to take legal proceedings now.
12. How do you think about tiktok internet celebrity advertising?
In my opinion, if tiktok and Douyin operate in exactly the same way.
Everyone understands that there are two ways to make money for Douyin internet celebrities: 1. The internet celebrities obtain advertising costs by publishing videos and increasing fans. 2. Internet celebrities obtain gifts on the platform through live broadcasts.
13. Is tiktok an export of Chinese culture?
What is the proportion of tiktok users who have Chinese nationality in total users, how much is about Chinese culture in the total video content, and how much is about overseas? Only with precise data can it be judged whether it is cultural output. Some overseas media use the apps of Chinese companies to judge whether it is Chinese cultural output. This is not appropriate. Personally think it is politically inclined.
14. How do you think about the major Internet companies’ encirclement and suppression of tiktok?
After Tiktok announced its own revenue report, major Internet companies have a large profit margin in the social field of short videos, which is a shortcoming of their own companies. New profitable sectors need to be added in the global market, so tiktok must be encircled.
15.How do you think about tiktok-style traffic monetization?
Traffic monetization is feasible in terms of the operation of social software such as FB, INS, Youtube, etc., but the form of expression of the product is different. Video is more attractive than text and pictures, and the video allows viewers to stay on the video for 1 minute, which is better than the picture. Just staying for a few seconds makes it easier for viewers to feel the investment in advertising. Can better convey the concept of advertising to viewers.
And the traffic monetization model is different from the FB system, which will make users feel that they are partners with the platform.
16. How to look at tiktok’s accurate push?
Tiktok’s precise push can increase user stickiness, making it easier for users to see their favorite videos when browsing videos, which is conducive to the development of APP. It can be understood as the computer’s analysis of people’s preferences to better capture users.
From the perspective of infringement of personal privacy, it is not serious, because personal privacy generally refers to personal information such as ID number, address, phone number, and a person’s favorite can be shown on shopping websites and offline shopping guides. An experienced shopping guide is the customer’s favorite clothes, and thinks that this shopping guide violates the customer’s personal privacy. On the other hand, if tiktok’s precise push is an invasion of privacy, then the shopping website always recommending things you like is also an invasion of privacy.
So accurate push is a technological advancement, which is conducive to the efficient development of society.
Project
Proposal Form
Your project proposal must give as much information as possible about what you intend to do and how you will go about it. It must be typed on A4 size paper and contain the following:
1 Your Contact Details
Name, Degree and Class Name, Registration ID Number, email address, phone number where you can be reached during your project work (please provide theses details for every member of the project group).
2 Project Title
Give the title of your proposed project. Later, as you delve more deeply into your subject, you may wish to change the original title to more accurately reflect what your project is about. Your supervisor will advise you on this.
3 Purpose of the Project and your Reasons for Choosing it.
State clearly and concisely the purpose and motivation for your project.
4 Project Question(s)
What is your research question(s), what do you expect your work to accomplish, and what conclusions do you hope to draw from it? Please remember to confine your aims to what you really can accomplish in the time available and with the resources at your disposal. If you are going to work with a hypothesis – what is it?
5 Personal Learning Objectives
What do you personally want to gain from carrying out the research and how you will know if you have achieved it?
6 Relevant Past Studies
What theories will you draw on to shape your research? What do “leading authorities” in your subject area have to say about it? This information will help you (a) to develop and support your own views, and (b) to demonstrate to your readers that you are aware of such previous work in your field. Always include references.
7 Sources of Data
What types of information will you need to collect in order to answer your project question(s), where will you get it from and how accessible is it. Can you get access to a Company or organisation(s)? There are two kinds of data: primary, which you collect yourself, perhaps by using interviews, questionnaires or observation, and secondary, which has already been published and collated for some other purpose, such as annual reports, management reports, company surveys or the Internet, and which you can re-analyse to help answer your research question. Be specific about what sources of primary and/or secondary data you will use in your project.
8 Proposed Methodology
What is your proposed research approach and research strategy? What methods will you use to collect and analyse your data? For example, if you are going to investigate a problem in a particular organisation, what “tools”, such as interviews, questionnaires, personal observations, examination of written records or of systems will you employ and how will you process the results? In short, how are you going to get your information and use it in order to answer your project question(s)?
9 Anticipated Problems
What difficulties might you have to overcome in conducting your project? Is it going to be difficult for you to gain access to the information, either primary or secondary, that you will need? If so, what can you do about it? Can you foresee any other snags that might hinder your work and how do you propose to deal with them? Pre-planning will improve the chances of project success.
10 Outline of Chapters
Give a very brief summary of the contents of each of your proposed chapters. This provides you and your supervisor with an outline plan to work to. You may have to make some changes as you obtain more information, but it is essential to create such a framework at the outset.
11 Expected Schedule
How long do you expect to take to complete your project? State as precisely as you can:
· the overall time scale, including key milestones;
· the target date for completion of your first two chapters;
· other deadlines which you intend to set yourself;
· when you expect your final draft to be ready, and the target date for completion of your project.
12 Group Agreement
If you intend to do your project with one or more other students who are taking the same degree programme as you are, it is important that you discuss at the outset what types of difficulties might arise in group work (e.g. interpersonal communication difficulties, what happens if one member of the group becomes indisposed, or people make different contributions according to their capabilities). Here you should write down the agreement that you have reached, and all members of the group should sign and date this agreement.
Agreement:
Signatures ……………………………………………………………………. Date ……………………………..
13 Supervision
The supervisor’s role is to guide you through your project and to monitor your progress. Use the Supervisor Index on the intranet to identify a supervisor who has expertise in the area of your project.
Supervisor’s Name: ………………………………………………………………………………………..
Supervisor’s Signature: ………………………………………………………………………………………..
Date: ……………………………………………………………………………………………………………..
14 Ethics Application
Does your research involve people? Yes/No
Will you be sending out questionnaires? Yes/No
Will you interview people on the telephone or face-to-face? Yes/No
Does your research involve observing people at work? Yes/No
If you answered Yes to any of these questions, please complete an Ethics Application (the form is available on MyPlace) and attach it to this Project Proposal Form.
analysis of the “globalization” process of streaming media industry – Tik Tok’s corporate strategy and its media management analysis
Proposal outline
1. Introduction to the paper (Abstract, the following paragraphs are only for teachers to provide reference, not to be copied, but to write down the reasons why we chose this research direction! Important!!!)
The opening report of this thesis is the opening report of a research paper on management. It is based on the background and foundation of the entire streaming media market (Chinese and international) to study the “internationalization” of the Douyin app. The reasons for major breakthroughs and success (combining cross-cultural management, media management, and operation management perspectives, and highlighting a part to write), and based on the “Tik Tok” APP, comparing other companies and products in the same industry to analyze its parent company The particularity of “Byte Beat” in management. On the other hand, this paper will analyze the difficulties encountered by the “Tik Tok” APP on the road of “internationalization” (globalization) and may cause the company’s situation The reasons for “inferiority”, and analyze how to apply the arguments put forward in this paper to the company’s daily operations (application of research results), and give suggestions. Finally write the conclusion of this paper
2.introduction
Tip: Highlight the internationalization dilemma of Chinese counterparts in the industry to elicit the “internationalization” particularity of the “Tik Tok” APP.
3.project questions
Based on the introduction of the above paper, write three research questions. (The problem is narrow and deep, focusing on details)
4.personal learning objectives
What do you want from the research in this research, and how do you know whether the research has been completed?
5.Literature review (the top priority!!!)
1 Background, 2 Summarize important documents (supporting the thesis of this article), 3 Summarize research trends (which can be theoretically methodological or conclusive), 4 Summarize opposite opinions (very important, recent debates on the research of this article ), 5 critical evaluation (must be your own paraphrase, it is important to evaluate the gaps in the overall research!).
Find out a lot of documents (at least 60 valid and accessible documents, and must be academic documents and major paper media reports) to prove the argument,
6.Sources of Data
What type of information needs to be collected in this article to answer the project questions, where to obtain the information, and the accessibility of the information. Can the author enter the company goods organization? It can re-analyze the main data such as interviews, questionnaires, personal observations, written records or system inspections, and auxiliary data such as annual reports, management reports, and company surveys to help answer research questions. Be sure to specify which primary/secondary data sources will be used in this project this time! ! ! ! !
7.Methodology
What are the proposed research methods and strategies, and what methods will be used for mobile phones and data analysis (this article adopts the “quantitative method” method to study)? And how to deal with the results? In short, how will information be obtained and used to answer project questions?
8.Anticipated Problems
Difficulties that may need to be overcome when conducting research, research bottlenecks (primary/secondary information) and if this is the way to deal with it, other foreseeable obstacles that may hinder the research work and coping mechanisms need to be written down.
9.Outline of Chapters
A brief summary of the content of each chapter is an outline.
10:Reference list
SAMPLE INTRODUCTION
Chapter 1 – Introduction
The purpose of this project was to investigate the use of e-detailing in the Greek
pharmaceutical industry. The purpose was also to evaluate whether or not these e-
detailing platforms can really fulfil its purpose of educating and convincing the
pharmaceutical firm’s customers to choose their products instead of the others that the
competition has to offer. The value of the project will derive from the answers that this
project provide whether or not these platforms can replace, or complement the traditional
visit in the doctor’s premises. Complementing the traditional visit will emphasise on the
necessity to get in touch with the physician remotely, without abandoning the face to face
interaction. E-detailing will create a new strategy of hybrid visits that consists remote and
in person visits.
The chosen methodology was face-to-face interviews with eight respondents who are
sales and marketing professionals working within the pharmaceutical industry in Athens,
Greece. The data was collected during them months of January through June, 2013.
In the last two decades pharmaceutical firms have grown exponentially, due to many
scientific, as well as social reasons. There have been major developments in the industry
creating breakthrough pharmaceutical products and surgical techniques that changed the
way that modern medicine was conducted. The last two decades the technological
advances were also tremendous, not only to the medical related innovations, but also in
the field of communications both wired and wireless. Internet, as well as social media,
with the capacity of real time exchange of data, voice and video are becoming a new
everyday reality to the life of everyone. The pharmaceutical firms equipped with motive
and means to achieve it have tried to grasp the attention of their customers (mainly the
physicians) with every possible way they could muster. The idea of getting advantage of
the power of internet is not new. The various tools that were emerging as society and
technology were allowing were countless. In the following pages there will be an attempt
to analyse the virtues and shortcomings of e-detailing as another promotional tool that the
big pharmaceutical firms have started to employ, for the purpose of better rather than
simply greater exposure.
To satisfy the aim and value of the project the following research questions have been
composed:
1. To investigate the key drivers that led the pharmaceutical companies to create e–
detailing platforms.
2. To study how e-detailing platforms are working in the European countries and the
USA.
3. To investigate if e-detailing platforms can replace the traditional way of visiting the
doctors or just complement them.
4. To investigate whether e-detailing can enhance clients’ perception, without
jeopardizing the Social Capital as we know it.
5. To determine if e-detailing is a tool more effective on mature or new pharmaceutical
products.
6. To determine if e-detailing is applicable to every physician (digital segmentation),
while identifying the e-detailing limitations.
The interview guide (as examined in Chapter 3 – Project Methodology) was conducted to
the form of semi-structured interviews hoping that it will provide an in depth view point
of the respondents’ opinions. Also in Chapter 3, a series of factors that influence the
doctors in the extent of Innovation Characteristics, Communication Channels, Social
System and the Physician Characteristics themselves will also be examined.
In Chapter 4 (Analysis & Results), there will be an extensive attempt to present not only
statistically sound results, but with the appropriate qualitative form that will enhance the
results and justify the selection of this project strategy.
Chapter 5 will illustrate a viable promotional strategy, which will have to be implemented
extensively if such strategy is adopted. In Chapter 6 the conclusions, along with the
project’s limitations and the personal reflection of the writer will sum up the project.
Green = Michael changed Yellow = you take note Red = you delete Blue =you revise
Abstract
The aim of the project was ___________________________.
The international demand of China’s Internet applications is the inevitable result of the development of Internet companies, and it is also the only way to expand the influence of Chinese Internet companies in the international Internet space and realize a community with a shared future in cyberspace. Among the many Chinese Internet applications that are on the road to internationalization, Tik Tok is the new star on the sky of social media and it is expanding at a proportionate rate. The success of Tik Tok is attributed to many factors which include the visionary approach, management practices, customization for customers, special focus on cultural factors and an inclusive approach altogether.
The product was available to chine audience since 2012 but for the international audience, it was launched much later in 2018 when it acquired Muscly, a US-based company. But it became a success story immediately as it became 7th most downloaded social media application of the decade in 2019 after it was introduced to the international audience. In addition, Tik Tok relied on the strong capital and technical strength of its parent company, Bytedance, to complete a number of international acquisitions, coupled with the internationalization of management personnel and the localization of content operations, and initially realized international business and became a Chinese Internet application. A model of internationalization.Research showed that to some extent, social media could facilitate knowledge sharing by providing social interactions, platforms for experience sharing, relationships construction and networking opportunities, more throughout observations opportunities, and mutual swift trust. (Panahi et al., 2012).
The app became an overnight success because of effective strategies dividing the local audience and international audience and offering them the content of their preferences. They did not launch the local version for the international market, rather they planned and created an international version as per the needs of an international audience and the made the right decision of two separate applications with two separate servers were developed but with same features. For example, the version provided by Tik Tok in China is not only short video publishing and sharing, it also relies on the traffic of popular short videos for product promotion and sales. Its search rules rely on keywords, the number of fans and the number of likes. This phenomenon shows a commercial model. Tik Tok’s version in the United States is more of a short video of users’ lives. They use this platform to record and share their lives.
>>> add more paragraph breaks
For American audiences, Tik Tok can feel a bit like the best-selling album, it only contains the most attractive elements and experiences of its predecessors (Herrman, 2019). Its search rules are more private, you need to know the existence of its account, prioritize and tend to be localized. Furthermore, the application has opened a new path for internalization because with its success it has established that social media applications from any part of the world can be successful. However, the firm is also facing a lot of challenges from many stakeholders. Primarily these stakeholders are governments as in India the court banned it temporarily, similarly Indonesia claimed it containing content against their cultural and religious values. The United States connected it with Chinese ‘conspiracy’ and its connection with Huawei.
>>> add more paragraph breaks
In essence, Tik Tok is already a media platform, which can represent the voice of some groups. Now Tik Tok has developed to a certain size. The speed of its development in some areas affects and threatens the country’s development and right to speak. This is the first real success of a domestic overseas app, but if Tik Tok cannot resolve its interests with other countries, Tik Tok’s internationalization process will be hindered. Nowadays, some countries want to acquire Tik Tok as their own country’s app. If Tik Tok easily sells other countries, it will be related to the internationalization environment of China’s overseas apps. In short, there are a number of challenges but it can go a long way and it will succeed if the strategies remain vigilant and inclusive. This article will analyze the strategy adopted by Tik Tok in the process of internationalization, and summarize the resistance encountered on its nationalization road.
Word Count:
Table of Contents
Abstract
1
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1. Introduction
5
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1.1. Problem Statement
8
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2. Literature Review
10
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2.1. Background
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Research aim
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Research objectives
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Research Questions
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2.2. Introduction
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2.3. Globalization
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2.4. Globalization and Social Media
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2.5. Impact on internationalized behaviours
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2.6. Limitations and Challenges
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2.7. Research gap
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2.8. Summary of research trends
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2.9. Critical evaluation
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2.10. Conclusion
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3. Methodology
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3.1. Introduction
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3.2. Research philosophy
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3.3. Research approach
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3.3.1. Quantitative research
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3.3.2. Qualitative research
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3.4 Limitations
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3.5 Ethics
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4.Finding and analysis
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4.1 Overview of the research participants
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4.2. Presentation
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4.3. Short Video And “”Tik Tok”” App Overview
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4.4. SWOT Analysis Of The”Tik Tok” App
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4.4.1. Favorable Position Analysis
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4.4.2. Substandard Analysis
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Training
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4.4.3. Opportunity Analysis
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4.5. The Reasons For The “Tik Tok” App Became Popular
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4.6. The Existing Problems Of The “Tik Tok” App
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4.7. The Countermeasures
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4.8. Further Understanding In Global Scope
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5. Discussion
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6.Implications and Applications
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6.1. Introduction
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6.2. Implications
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6.3. Applications
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6.4. Conclusion
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7. Reflections and Recommendations
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7.1. Raising efforts: AI-based program can be a sufferer of its own victory
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7.2. The success policy: Tik Tok should Leverage AI for international program dominance
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7.3. Polycentric-oriented International Approach
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7.3.1. Procedure
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7.3.2. Content
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7.3.3. Advertisement
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8. Conclusion
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9. References
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10. Appendix
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Introduction
The aim of the project was to investigate the progress of Tik Tok’s international development. The purpose is also to analyze the limitations and challenges of Tik Tok in the international market. Tik Tok, as China’s first application to successfully enter the international market, has experienced many tests in its strategy and process. The value of the project will be derived from Tik Tok’s strategy, which will affect more applications and other industries to the international market. The challenges Tik Tok faces will also be the test of the internationalization process of the application industry in the future.
In order to discover and analyze insights about the latest trends in Tik Tok and other social media applications, the methodology of this article has chosen a mixed qualitative and quantitative approach. The qualitative method uses questionnaire surveys of users, while the quantitative method uses interviews to interview Bytedance’s executives on the current and future development of Tik Tok.
Globalization has converted the world into an integrated place. This new phase of the world has opened many new paths for businesses. Now people do not really belong to one place, they belong to every place and every place belong to all the people.
The world is a shared resource among people and companies. The process of globalization has transformed the global economy. In such circumstances organizations have to make critical decisions about expanding their business out of their home country. The first wave of globalization started after the end of the Second World War in 1945 and it kept on increasing in years to come but the recent wave of globalization is supported by technological changes. During the last decades of the 20th century, the world was introduced to computers for commercial purpose and personal purpose followed by introduced of internet. The Internet truly connected the whole world into one entity but the people to people connection came with social media platforms. The strongest wave of globalization which has converted the whole world into one entity in its true meaning is enabled by social media platforms. Many connect the new form of globalization with commercialized personal computers and the internet and they are right but the real change came with the introduction of social media. Social media platforms change how the world interacted with each other previously.
Online Streaming or online entertainment has introduced the world with a new face of possibility. Whether online streaming services or social media platforms, the United States has been the leading country in technological giants controlling the new wave of globalization enabled by online entertainment. But this monopoly is being challenged by China.
China has a hyper-competitive environment of social media platforms and online entertainment in general. The country introduced the strategy of confinement in the early years of social media where no outside platform is allowed to operate in china so the country developed its own platforms for social networking and streaming services. China has more than 116 live broadcasting mobile applications (Hemsley, 2018). This number is way bigger than a number of applications in the United States. But the USA was also able to put constraints on Chinese applications for time being but Tik Tok has made the exception.
Tik Tok，a new social media application introduced by Chinese company Bytedance has taken over the world with its most number of installs in 2018 and 2019. It is placed at 7th position in the list of most downloaded mobile application of the decade. With the new approach and its generic strategies, Tik Tok has introduced the concept of internationalization. The reason why Tik Tok can quickly acquire users after its launch has quickly become the top download app in many countries. One of the important factors is that Tik Tok is a sample of the Chinese version of “Tik Tok”, which is already in China. The market has undergone a long-term training process. After the “Tik Tok” went online in the Chinese market, it has carried out many upgrades and optimisations and expanded its functional business. Its technical structure, brand image, product positioning and operation methods have been relatively mature.
After Tik Tok entered the overseas market, it relied on “Tik Tok” to lay a solid foundation. As a mature and popular application entering the overseas market, Tik Tok is relatively easier to gain the favor of international users. In addition, Tik Tok entered the overseas market with a new short video application as a new type of mature application in the application session. As a representative of short video, Tik Tok developed from China to other countries. As we all know, Tik Tok has become the most popular social media platform for Chinese millennials (Patrick, 2018). This entertainment-oriented platform has successfully realized an immersive user experience and stimulation mechanism.
Tik Tok is also constantly developing new features. Tik Tok relies on the development of mature features of China’s “Tik Tok”. For example, China’s “Tik Tok” features include live broadcast, e-commerce, social networking, and minor protection. These functions are also currently fully developed and tested by Tik Tok. However, considering some political factors, some functions can only be opened in some countries. These uncertain factors also increase the difficulty of Tik Tok’s global development. Tik Tok’s internationalization also relies heavily on capital investment. Its parent company has successively carried out six rounds of financing, all of which have provided more opportunities for the company’s international development. These capitals provide a solid economic foundation for the daily operation and research and development of overseas platforms.
In most overseas countries, Tik Tok has a dedicated operation team to provide support for the localization and localization of the platform. After the internationalization of the business level gradually matured, Tik Tok further deepened the degree of nationalization. At the same time, Tik Tok started the internationalization process at the organizational level. Bytedance not only appointed Tik Tok’s global CEO, but also rectified its overseas internal senior management. In June 2019, Blake Chandlee, who was responsible for ten years of global business cooperation at Facebook, was brought into the Bytedance Company and became the vice president of his own Global Business Solutions. In March, Bytedance will recruit senior executives in charge of Disney products to Bytedance as COO and Global CEO of Tik Tok. In addition, Bytedance also recruits other personnel into the company to be responsible for the development of the globalization process. Their international management experience and capabilities help ease the pressure of the internationalization process. The behavior introduced by Bytedance’s talents has paved the way for the international process.
The most important thing for Tik Tok to enter overseas markets is to carry out localized operations, promote local content and maintain the characteristics of international products. As Yimin Zhang, the founder of Bytedance, said Tik Tok’s international operation strategy is “globalized products + localized content.” This operation idea will attract users from different cultural backgrounds, and at the same time encourage these users to communicate and integrate on the products of this international platform. These users make Tik Tok an international public platform for international users to exchange and share. There are bound to be many obstacles to the internationalization of Internet applications in China, and many risks and difficulties will be encountered in the process of localization in different countries. These difficulties include the risks of user information security and privacy protection, the risks of content copyright authorization, the risks of bad content and the protection of minors. These are all difficulties Tik Tok needs to face and solve. In response to the above problems, this paper will explore in detail the strategies employed by Tik Tok for its vision of internationalization and limitations and challenges in the path (Kaul, 2011).
Problem Statement
I.How Bytedance has created a success story of Tik Tok in such less time? What are the contributing factors?
II.How Tik Tok has created a path for Chinese social media platforms for international success?
III.What possible limitations and challenges will be faced by Tik Tok in its pursuit of internationalization?
IV.To develop a comprehensive understanding of the role of social platform and streaming services through concept of internationalization.
V.How the social fabric has changed based on the overtaking of physical world by virtual world?
VI.How the international audience has responded to a new entrant to social media world and a disruption in the monopoly by United States in virtual world?
This project will explore the above-stated questions in detail and will try to find out answers to these questions to assess and understand the success story of Tik Tok. The interactive nature of social media creates opportunities for Tik Tok for people to share knowledge on the Internet. Nowadays, people tend to and rely on social platforms on the Internet for communication, learning and life sharing, because it will provide more interactivity. Through this paper, it is aimed to develop a comprehensive understanding of the role of social platform and streaming services through internalization. This project is closely linked with course of international management as Tik Tok has successfully managed an international presence by customizing it for local and international trends. In the global world of 21st century, organizations have to carefully plan their international ventures as we have learned in the course of international management but the manifestation of the concept and frameworks of the study can be observed from the example of Tik Tok. The concept of globalization is well known but the literal connection of people to people is only possible through new wave of internalization which will be learned in this paper. Also the paper will explore how certain countries have developed the monopoly over these platforms and employ this monopoly to advocate their policies, culture and values in the world and how counter strategies are developed by the introduction of new platforms. All the leading platforms in social media networking and streaming industry ae lead by United States whether they are Facebook, twitter, Instagram or Netflix and Amazon prime. But Chinese platforms have started gaining international success. This is changing the set patterns in the world. Furthermore, through these platforms United States has successfully established its values and norms as standard for any other country to follow. But Chinese platforms will help propagate Chinese values and Chinese system. This propagation is no vivid rather it is done in very subliminal and subtle manner. Moreover, these aspects of social media in propagating of political objectives of countries will be explored. In short, the paper will help expand personal learning about the changing dynamic of globalization in the wake of online streaming services and social media platforms (Liqian, 2018).
>>>the above is far, far too long; should be 2- 2.5 pages maximum
Literature Review
Background
The technology has changed all facets of lives. The technology has played an essential role in the emergence of globalization. One of the definitions of globalization is related to the shared resources among people and companies. It further led to the emergence of the global economy (Aggarwal, 2011). Jaumotte, Lall & Papageorgiou (2013) have argued that economies cannot survive in isolation, but the integration is required for mutual benefits. The process of globalization has changed the corporate world as well as it is required to expand the businesses outside the specific boundaries. Moreover, social media and streaming media is another product of technology that has added to the phenomenon of globalization (Narula, 2014). Social media has connected the world as people and companies can interact with the stakeholders in other parts of the world. Social media was initially developed to have the integration and connection between different people for a social purpose. However, social media has transformed the platforms to become one of the major sources of communication for individuals as well as companies (Tabachnick & Koivukoski, 2012). In this regard, social media has brought the individuals and corporates from different parts of the world, at one platform. In addition to that, social media is putting an influence on the economies as well as societies (Lv, Liu & Xu, 2019). Thus, different countries are contributing to the social world for integration and mutual benefits. Initially, social media platforms were US-based including Facebook, Twitter etc. but the trends of internationalization have changed as countries like China are also developing the social media and streaming platforms. So, the researcher has set the purpose of this dissertation to investigate the Chinese social media platforms like Tik Tok to understand its role in the case of internationalization. In this regard, the researcher has set aims, objectives and research questions for this dissertation to get the right direction of the study. <<
In the era of media globalization and technological integration, technology and more and more media have been promoting globalization. The main medium of the global media phenomenon is multinational companies. Edmunds and Turner (2005) has notes that the globalization of the media has helped the generation and dissemination of information. The positive impact on emerging market economies is particularly huge. These countries have increasingly used existing foreign knowledge and technology to improve their innovation capabilities and labor productivity growth. For example, in the ten years after 2004, IMF World Economic Outlook (2018) reported the knowledge flow of technology leaders may bring about 0.7% increase in labor productivity for each country/regional sector per year. This accounts for approximately 40% of the average productivity growth observed from 2004 to 2014. The phenomenon of media globalization and the increasing abundance of media text production have had various effects, and communication scholars are studying this. Media globalization is a wide range of topics, including television, radio, film, music, the Internet and other forms of digital media (Lyons, 2005). This article will focus on media globalization that will narrow the cultural gap between countries. Secondly, in the highly developed Internet era, how social media can change our perceptions. Finally, there is the impact of national supervision on new social media.
Winseck and Pike (2007) has stated that Although cultures around the world have different traditions and histories, social media connects people all over the world without ignoring the cultural differences and geographic boundaries between them. Globalization has existed for a long time. It is closely related to the origin of modernity. The world has been connected for a long time, and there are many centers of mutual influence instead of one or two centers. This has been obvious in the 19th century. Many things and people’s behaviors are increasingly transnational, transcontinental, and cross cultural. People go from the same letter to each other, to telegram, and after the phone call is the integration of new social media and globalization. Space has shrunk the world to a smaller area of interaction. People all over the world can communicate with each other, send and receive messages within seconds. This is because every country or region has its own unique cultural characteristics. Cultural inconsistencies in turn affect user activities (Hu et al., 2017). The United States dominates global online media and owns and operates the world’s largest digital TV portals (HBO Now, Netflix, Amazon) and social media platforms (YouTube, Facebook, Twitter). These portals and platforms are well known around the world. Twitter is a huge social networking site dedicated to rapid communication. More than 140 million active users posted more than 400 million 140-character Twitter every day. Twitter is a communication medium for people from all walks of life and its speed and ease of publishing make it very important (Kumar et al., 2014).There are different motivations for using and browsing. Java et al.(2007) analyzed the purpose and geographic location of Twitter users to determine the three main types of use: First of all, users who update daily are more focused on sharing their daily life, updating news or some links, but do not care about it. Other people’s communication does not care about other people’s comments (Iryna et al, 2016). Secondly, Twitter is used as a tool for sharing daily experiences, opinions and comments. These Twitter authors form communities online that can support different social networks (Dijck,2011). However, the third type is the invited users. They are all Internet celebrities. Twitter authors tend to stay longer on the Internet and remain active (Johnson,2009). In addition, because of this relationship, certain communities have higher retention rates. Mutual awareness in social networks is effective for discovering communities. There are many differences between Chinese and Western cultures; differences in integrity and individuality; differences in Chinese and Western speech; differences in values and moral standards; differences in social relations; differences in social etiquette; differences in social practice (Lloyd and Hall,1996). For example, Western culture is based on individualism rather than collectivism. In many Western societies, people emphasize individual rights, rather than putting the entire society above one self. In China, the country, society or family is based on itself, which is obviously different. However, with the development of social media, cultural differences between China and the West have gradually narrowed. China also has a local version of Twitter, which is Weibo. There are some rules and boundaries on the Chinese Internet. With these special laws, Chinese netizens can still publish their Weibo content and share their ideas relatively freely (Sullivan, 2014). People use social media for many reasons. Whether you use Twitter, Weibo or Instagram, the reasons for Tik Tok are similar. First, it is clear that people need to connect and interact with others. As supported by Maslow’s hierarchy of needs, people desire to realize a sense of belonging through relationships with others. Establish emotional connections or relationships with other people. These social media provide this opportunity. People can communicate with others through virtual communities on the Internet and belong to different networks. In terms of interacting with others online, people use social media to gain knowledge, understand different perspectives, and their views on issues, topics, and events. Most importantly, the new social media is used for social interaction; it is a form of media that allows people to participate in conversations and online conversations without having to face-to-face with others. And you can also meet strangers from other places and even other countries (Guo-Ming, 2013).These differences can be understood through the five dimensions of Hofstede. Which can be understood through individualism and collectivism. The dimensions of individualism and collectivism take into account the degree of social integration into the group and its perceived obligations and dependence on the group (Sawyer and Chen,2012).Obviously, for users of these social media, whether in China or Western countries, they are more willing to make more friends or be seen by more people by showing themselves, rather than simply maintaining reality. Relationships that already exist in life. >>>add many more paragraphs to above discussion
To some extent, social media is a form of virtual reality. Sometimes it is completely different from real life. On social media, people tend to show only the best parts of their lives and ignore the negative and exciting parts. New virtual worlds are appearing every day, and current implementations are growing rapidly. Some people even say that more and more daily interpersonal communication, economics and culture will happen in these virtual environments (Stafford,2013). The core focus of Tik Tok is short videos of 15 to 60 seconds, and it can show each user the most relevant entertainment content. Most of Tik Tok users share videos of pets for dancing, lip syncing and funny. Katie (2020) believes that these users have rich imagination, creativity, and desire to express themselves, and hope to be known by others after self-disclosure. Short video social applications represented by Douyin provide expression and expression for those who desire to express themselves. Platform for communication. According to Choi, it not only enables people to get rid of the limitations of real life, but also provides a platform for people not only to experience different social roles, but also to experience different social relationships, and to socialize in different fields without geographical limitations. Like the development of anything else, this kind of virtual life also implies certain risks from all aspects (psychological, physiological, economic, social, etc.). It would be very utopian to ignore the obstacles or threats that accompany certain facilities. According to Taylor (1968), self-disclosure is the deliberate disclosure of relevant information to others. Self-disclosure can cause non-intimate relationships to develop into intimate relationships. This process allows people to understand each other and not “be understood by others”, which in itself has a sense of self-satisfaction. With regard to social media and self-esteem and other personality traits, the use of social media to communicate and socialize new areas has brought about the need to redefine certain definitions, especially in the fields of social sciences, including anthropology and psychology (Tazghini and Siedlecki, 2013).
Usually in a virtual environment, people feel safer, interact with strangers, reflect their internal “self”, and don’t care what others think of you or choose to participate in the community seems to be easier to live in than in a real environment (Kaplan and Haenlein, 2010).
Because the content shared by users is interesting, Tik Tok is known as “the last sunny corner of the Internet”, and it is also the first Chinese Internet platform to become popular all over the world. Tik Tok uses a recommendation algorithm. Whether viewers like the video depends on how they participate in the video: whether they will watch the entire video by watching, commenting, sharing, etc. (Anon, 2020). Recommend to users what they want to see, which attracts a large number of users. Many social networks use this algorithm, users enter a kind of “filter bubble”. The content we see is based on their own preferences. The longer the app is used, the more the algorithm understands the user (Pariser, 2012). The collection of these bubbles forms an “information cocoon room”, so that these applications can filter other information for users, forming a group. This can cause users to ignore information they are not interested in. Thereby guiding the value judgment of the group and forming a group polarization. The concept of “group polarization” comes from Sunstein (2018)’s “Network Republic”, he said: “The members of the group have certain biases at the beginning. After discussion, people continue to move in the direction of the bias, and finally form Extreme views.” He noted: “In the field of the Internet and new communication technologies, like-minded groups will communicate and discuss with each other. In the end, their ideas are the same as before, but the form becomes more extreme. Group extremes The diffusion process of transformation is not a simple process in which dominant information overwhelms inferior information, but is restricted and affected by many factors. The formation process of group polarization in cyber incidents specifically includes the following aspects: The expansion of the audience’s group scope and the polarization of opinions in the same space. The polarization of the group gradually affects the polarization of other spaces from one discussion space; the group polarization effect is changed from multiple scattered small spaces to a larger scale. Polarization in a larger and more concentrated area. The process of group polarization has gradually spread from online discussions to offline polarization in the real society(Sunstein, 2002).
The expansion and increase of the Internet has profoundly changed people’s lives. The Internet has changed a lot in terms of communication and shopping. The Internet also has a high degree of business relevance and privacy. More and more consumers are online, and the privacy of users may be exposed on social media. Whether the widespread use of the Internet also forces the government to consider whether to regulate certain social media or websites. However, different countries hold different views. Controversy arose in the United States. Samples( 2019) mentioned in his article that freedom and privacy are very important in American society and culture. This situation may limit the government’s power to manage the Internet. Conservatives want to regulate social media giants to maintain neutrality, and the United States attaches great importance to personal speech and opinions in the public domain. If the government regulates personal social media, it may violate the constitution. Therefore, individuals do not expect the government to force social media owners to restrain their opinions on their platforms. But there are still people who want to regulate the network environment, including political neutrality, harmful content, and machine privacy standards. China, which is different from the American culture In their conclusion, King, Pan, and Roberts (2017)stated social media platforms must have a license to operate in China. Users also need to register their real name and other identity information with the service provider. In addition, specific rules have been established to regulate Internet news information services. The law also requires social media users to register their real names and other identifying information with service providers. Service providers must require users to register their true identity information.
Carpentier, Van Hoye, and Weng thought that the communication characteristics of social media: Firstly, its framework has two-way communication. Social media has established a networked and divergent communication structure, forming a two-way communication model. On the one hand, audiences in this mode can actively filter the types of information they receive. On the other hand, bidirectionality also means that information receivers can also become information publishers and participate in the secondary dissemination of information. In addition, its public opinion has high frequency volatility. Audiences are susceptible to the influence of the main body of social relations in social media, and the collection of such influences makes the information dissemination of social media present significant high-frequency fluctuation characteristics.Last but not least, its approach is highly rich. The widespread use of smart phones means the advent of the self-media era. Since the media era, the software and application update iterations of social media are extremely rapid, and the communication channels are more abundant. In fact, social media has accumulated a large number of loyal audiences with good reputation and information collection capabilities. These audiences often have a high degree of trust in the information on social media, which makes the influence of social media on society increase day by day. Compared with traditional authoritative media, social media has not only narrowed the credibility gap, but also has unique advantages in terms of audience traffic, update frequency, and content richness. However, this unique advantage means increased difficulty from a regulatory perspective (Schwanholz, Graham, and Stoll, 2017). Social media that freely expresses opinions requires more than just a censorship system. First of all, social media is currently highly popular as an information interaction platform that everyone can obtain. If the government attaches importance to the influence of social media on public events, it should rationally use the information and public opinion gathering functions of social platforms. Discover problems in a timely manner, actively solve problems and simultaneously disclose the progress of the work, communicate candidly with the public, respond directly to queries, and have a firm grasp of the right to speak, so as to prevent public opinion from getting out of control. Second, for a healthy public sector, economic incentives may be necessary, but they are far from enough. The reasons are as follows: free expression and the production of knowledge products produce positive and negative externalities. In other words, the benefits and harm they generate cannot be fully captured by ordinary market transactions. The need for content review creates scale issues. It is difficult to achieve fast, accurate and large-scale content review at the same time. The number of labor required is far more than most social media companies hope (Balkin, 2019).
Critical evaluation <<
Short video is a sort of Internet content transmission, which is in many instances spread interior 5 minutes of new Internet media. Looking at the case study of Stanford University, many operations are undertaken by the management and other stakeholders within the university set up daily. Such operations require information processing and sharing using computer-based applications. Cyber-attacks may amount to the interruptions leading to significant financial loss and the reputational damage to the organizations, no matter how irrepressible they are (Kremer, 2013). Undeniably, information processing and information sharing are subjected to various vulnerabilities such as computer hacking, information breach, spoofing, phishing among other techniques employed by the hacker by stealing the identity of the users, both at the user level as well as the organizational level (Hearn, 2016). The implementation of cybersecurity strategies is imperative in ensuring that the operations are running smoothly. Additionally, with the application of appropriate tools and technologies, universities especially Stanford University can mitigate these threats to a higher degree, making the institution to remain competitive as well as effective in terms of operational performance.
Cybersecurity concerns have over time evolved from threats such as hacking by bored teenagers out to prove their hacking prowess. Education institutions, government’s agencies, individuals, and business enterprises now face the risks of malware, ransomware, denial of service, distributed denial of service attacks, identity theft, fraud, and data exfiltration among others (Hearn, 2016). These attacks are more targeted and are perpetrated by malicious individuals or organized criminals using attack vectors such as infection of computers with malware, phishing schemes, and social engineering attacks (Jones, 2012). These are often used as the first methods to gain access to the victim’s network or computer.
Ideally, with the advancement of technology in most of the organizations, especially the learning institutions, there are many threats relating to information processing and storage. Such threats are detrimental and may lead to the universities losing the reputations as well as dragging behind in the competitive education sector. Failing to espouse proper information security measures by the universities, especially Stanford University, have led to the escalating cases of hacking and fraud. Notably, these cases in most situations do affect the operational performance such as processing of the student’s information, management of the financial records (Mohamed, 2015). Additionally, due to cyber-attacks, the systems used by the universities tend to be compromised, hence having a great impact on the overall organizational performance.
According to the cyber security study conducted by Accenture Security (2019) affirms that the cost estimated in relation to cybercrimes in the United States in 2017 was $11.7 and $13 million in 2018 Since then, the cost has risen tremendously; this indicates that the cases of cyber-attacks have risen since most of the organizations have to automate their business processes. The main objective of such automation is to increase the efficiency and effectiveness of organizational operations. This is particularly so in the learning institutions, financial institutions among other industries. With the invention and the advancement of mobile as well as e-services platforms, there have been many weaknesses that have facilitated the stealing of the information as well as massive loss of money to both the customers and the organizations.
According to Mohamed (2015affirms that since most of the organization heavily relies on the information that is being stored on the cyberspace for the execution of day to day business transactions, lack of proper cyber security measures amounts to the breaching of the information security. The findings indicate that the effects of not putting in place proper measures may lead to the organizations losing customers and hence its reputations. Other problems include financial losses as well as the loss of reputations. Therefore, resilient cybersecurity measures are required for business operations to be conducted reliably. Notably, previous researchers identified the relationship between the e-Government institutions and the security issues; this is according to Galinec et al. (2018). Additionally, the research shows that most of the researchers have mostly concentrated on quantitative technical research to address issues relating to cybersecurity (Galinec, 2018). However, such methods have proven to be inefficient hence need to be addressed in this research using a qualitative research approach.
In every organization, especially the universities, key performance indicators (KPIs) are one of the major determinants of the organization performance. Efficiency and effectiveness of the measures put in place as far as the processing and storage of information are concerned to do affect the key performance indicators. In relation to this, it is worth to note that cybersecurity measures in the Stanford University sector need thorough refinement to curb the rising cases of cyber-attacks from unethical hackers (Dewar, 2014). Cybersecurity is paramount for the growth and the performance of the universities. Undeniably, cybersecurity has been identified as a critical problem and is a contentious issue, not only to the universities but also to the companies. Hence, there is a need to undertake this research to identify the cybersecurity threats and the effects of cybersecurity on the organization operational performance.
Essentially, the study on the effects of cyber security on the organization operational performance will be of great importance to the researcher as well as to the Stanford University in identifying the best strategies to be adopted in fighting against cyber-attacks. Additionally, this study will help the researcher in achieving academic excellence. Lastly, the researcher will be of great help to the government in identifying the critical cyber-attacks and identify the best mechanisms for fighting against such attacks.
4.4. SWOT Analysis Of The”Tik Tok” App
4.4.1. Favorable Position Analysis
>>>this section reads like literature review . . . simply provide your findings and analysis (discussion)
he presence of the “Tik Tok” is ideally dynamic, with a large pool of exercises on the net and disconnected, focusing on youngsters with innovative mind and interest.It is essential for employers to engage employees at different levels in various vocational training practices (Goetsch, 2014). The vocational training allows employees to acquire better skills in ethics and maximizing profitability, which are core factors in the eventual success of any enterprise.
The most ideal leveraged profitability aspect for Tik Tok could be calibrated through a process definitively referred to as Profit Impact of Marketing Strategy (PIMS), provides an overview assessment regarding a particular SBU to assess a specific strategy. The method aims at analyzing SBUs based on the projections of subsequent investments. The analysis is conducted alongside a market competitor.The model aims at highlighting the factors that should lead to relatively higher ROI. Further, this strategy aims at estimating viable SBU ratings, as regards to profit gain. Furthermore, it avails greater insight to the decision makers and managerial staff concerning the present niches in a market. Additionally, it offers grounds for revolutionizing challenges into opportunities.
4.4.2. Substandard Analysis
Training
A recent study showed that vocational training of employees is necessary towards achieving a holistic stride in the world of business. As such, it is essential for employers to engage employees at different levels in various vocational training practices (Goetsch, 2014). The vocational training allows employees to acquire better skills in ethics and maximizing profitability, which are core factors in the eventual success of any enterprise
Profit Impact Marketing Strategy
This model, definitively referred to as Profit Impact of Marketing Strategy (PIMS), provides an overview assessment regarding a particular SBU to assess a specific strategy. The method aims at analyzing SBUs based on the projections of subsequent investments. The analysis is conducted alongside a market competitor. The model aims at highlighting the factors that should lead to relatively higher ROI. Further, this strategy aims at estimating viable SBU ratings, as regards to profit gain. Furthermore, it avails greater insight to the decision makers and managerial staff concerning the present niches in a market. Additionally, it offers grounds for revolutionizing challenges into opportunities.
Delphi Technique and Trend- Impact Analysis Tool
This model is a fusion of two varying tools. The first one, the Delphi Technique functions to assess a particular strategy by availing comparison of actual, rigid results with assumed and hypothetical results. The hypothetical results are prepared alongside high quality and tested rationales. For the case of Coles Company, it is advisable to implement hypothetical forecasts based on past consumer trends that dictate sales and demand (Otoo, 2015). The projections of this model should contribute to more solid results. The slight or major difference in actual and hypothetical results assists managerial staff in scrutinizing the consumer trends for majority retail products. Additionally, managers are able to make more informed decisions concerning sales strategies.
4.4.3. Opportunity Analysis
With the power improvement of transportable terminals and massive statistics innovation, consumers have greater prerequisites for content on the Internet and In 2017, brief video development was furious, with a purchaser size of 243 million, a year-on-year increment of 58.2%. In February 2018, the quantity of dynamic customers of”Tik Tok” arrived at 12.5261 million (Ngai, Yoshimura and Doi, 2020). Contrasted and the complete number of Internet clients, in addition to quick video with discontinuity and low side and high correspondence, it is accepted that the customer reward of”Tik Tok” is still there.
4.5. The Reasons For The “Tik Tok” App Became Popular
The ascent of the “Tik Tok” APP began on March 13, 2017. Looking at the case study of Stanford University, many operations are undertaken by the management and other stakeholders within the university set up daily. Such operations require information processing and sharing using computer-based applications. Cyber-attacks may amount to the interruptions leading to significant financial loss and the reputational damage to the organizations, no matter how irrepressible they are (Kremer, 2013). Undeniably, information processing and information sharing are subjected to various vulnerabilities such as computer hacking, information breach, spoofing, phishing among other techniques employed by the hacker by stealing the identity of the users, both at the user level as well as the organizational level (Hearn, 2016). The implementation of cybersecurity strategies is imperative in ensuring that the operations are running smoothly. Additionally, with the application of appropriate tools and technologies, universities especially Stanford University can mitigate these threats to a higher degree, making the institution to remain competitive as well as effective in terms of operational performance.
Cybersecurity concerns have over time evolved from threats such as hacking by bored teenagers out to prove their hacking prowess. Education institutions, governments agencies, individuals, and business enterprises now face the risks of malware, ransomware, denial of service, distributed denial of service attacks, identity theft, fraud, and data exfiltration among others (Hearn, 2016). These attacks are more targeted and are perpetrated by malicious individuals or organized criminals using attack vectors such as infection of computers with malware, phishing schemes, and social engineering attacks (Jones, 2012). These are often used as the first methods to gain access to the victim’s network or computer.
Ideally, with the advancement of technology in most of the organizations, especially the learning institutions, there are many threats relating to information processing and storage. Such threats are detrimental and may lead to the universities losing the reputations as well as dragging behind in the competitive education sector. Failing to espouse proper information security measures by the universities, especially Stanford University, have led to the escalating cases of hacking and fraud. Notably, these cases in most situations do affect the operational performance such as processing of the student’s information, management of the financial records (Mohamed, 2015). Additionally, due to cyber-attacks, the systems used by the universities tend to be compromised, hence having a great impact on the overall organizational performance.
According to the cyber security study conducted by Accenture Security (2019) affirms that the cost estimated in relation to cybercrimes in the United States in 2017 was $11.7 and $13 million in 2018 Since then, the cost has risen tremendously; this indicates that the cases of cyber-attacks have risen since most of the organizations have to automate their business processes. The main objective of such automation is to increase the efficiency and effectiveness of organizational operations. This is particularly so in the learning institutions, financial institutions among other industries. With the invention and the advancement of mobile as well as e-services platforms, there have been many weaknesses that have facilitated the stealing of the information as well as massive loss of money to both the customers and the organizations.
According to Mohamed (2015affirms that since most of the organization heavily relies on the information that is being stored on the cyberspace for the execution of day to day business transactions, lack of proper cyber security measures amounts to the breaching of the information security. The findings indicate that the effects of not putting in place proper measures may lead to the organizations losing customers and hence its reputations. Other problems include financial losses as well as the loss of reputations. Therefore, resilient cybersecurity measures are required for business operations to be conducted reliably. Notably, previous researchers identified the relationship between the e-Government institutions and the security issues; this is according to Galinec et al. (2018). Additionally, the research shows that most of the researchers have mostly concentrated on quantitative technical research to address issues relating to cybersecurity (Galinec, 2018). However, such methods have proven to be inefficient hence need to be addressed in this research using a qualitative research approach.
In every organization, especially the universities, key performance indicators (KPIs) are one of the major determinants of the organization performance. Efficiency and effectiveness of the measures put in place as far as the processing and storage of information are concerned to do affect the key performance indicators. In relation to this, it is worth to note that cybersecurity measures in the Stanford University sector need thorough refinement to curb the rising cases of cyber-attacks from unethical hackers (Dewar, 2014). Cybersecurity is paramount for the growth and the performance of the universities. Undeniably, cybersecurity has been identified as a critical problem and is a contentious issue, not only to the universities but also to the companies. Hence, there is a need to undertake this research to identify the cybersecurity threats and the effects of cybersecurity on the organization operational performance.
Essentially, the study on the effects of cyber security on the organization operational performance will be of great importance to the researcher as well as to the Stanford University in identifying the best strategies to be adopted in fighting against cyber-attacks. Additionally, this study will help the researcher in achieving academic excellence. Lastly, the researcher will be of great help to the government in identifying the critical cyber-attacks and identify the best mechanisms for fighting against such attacks.
The inherent applause of online and offline verbal exchange channels to further decorate it’s had an effect on via expanding the communication venue, thereby expanding the breadth of communication, growing the range of energetic customers of the “Tik Tok” community, and promoting the frequency of users compiling brief videos.
Today’s Headline APP acquisition of the quick video platform musical.ly, the organization has entirely upgraded its manufacturer strategy, adopted a global strategy, and extended its customers globally by means of recruiting partners. “Tik Tok”APP is the title of the” Tik Tok” global version of the APP, focusing on the improvement of Southeast Asia and Japan and South Korea markets, and has been well obtained in Southeast Asian countries such as Japan, Korea and Thailand(Yan and Zhang, 2019). Explain that the approach of vibrating to undertake internationalization can make its market more open and extend a massive quantity of users. B. Strong Artificial Intelligence Technology.
The “Tik Tok” APP is a product below the headline collection today. Today’s headlines use a powerful algorithm science to label user-published content material as a tag. After the consumer opens the vibrating APP, the domestic page will pop up the video by sliding, which is easy to operate (Yan and Zhang, 2019). The vibrating APP can precisely analyze the user’s desire in accordance to the user’s like video type and the dwell time of a certain video, and then give the consumer a short video content material of the tag kind that the consumer likes, thereby increasing the person frequency.
4.6. The Existing Problems Of The “Tik Tok” App
>>>this section reads like literature review . . . simply provide your findings and analysis (discussion)
The “Tik Tok” APP analyzes the user’s preferences thru the effective algorithm science and accurately recommends the brief video content, so that the consumer regularly sees the quick video content of the similar label and feels the homogenization of the content With regards to commercial aspects, social media had proved an instrumental tool in the dissemination of information regarding already established institutions. Hence, various corporations and companies have been at the forefront of developing social media profiles to enable networking and consequently acquire a wider client base. On the other hand, social media sites such as Facebook deploy the provisions of paid advertising whereby businesses are required to part with a fee for their advertisements to reach a wider audience. Consequently, the investment brings about positive returns for the business owners in terms of gaining profit.
Another use of social media platform by corporations is the multi-faceted aspect of researching public profiles for employees and potential employees on social media sites. In essence, the aspect is multifaceted as it presents an advantageous result for employers but may create negative results for employees or potential employees. Employers are able to assess the public profiles of these individuals and hence make rational decisions concerning imminent employment depending on the material that the individual mostly posts on their page. Ideally, whatever a person posts on their public walls illuminate the type of personality that the individuals possess. Relatively, weird posts on an individual’s walls may imply that they lose an opportunity at acquiring the employment opportunity regardless of how good their expertise may be.
4.7. The Countermeasures
Product understanding is an important aspect of effective marketing and stretches from the utilitarian to the quality aspect of the product intended to launch. I must admit that Sonocents approach was quite detailed, particularly offered that they launched much earlier than us. However, I suppose we have more edge than Sonocent owing to our initial social media following that has garnered a wide following. However, it is worth noting that we are not only banking on social media to fuel our product understanding; rather, we put measures to actively engage a live audience while at the same time, minimizing costs to the maximum (Duralia, 2018). Thus, part of our plan has been to source for county-based business exhibitions, obtain licensing and then proceed to explain the main aspects of our product. Additionally, our product understanding, based on clientele explanations, was based on the fact that academia faces challenges and information technology was the new frontier towards developing an iconic product that would revolutionize the world of academia and its adherents, therefore improving education systems and consequently; the quality of life.
The marketing process of a product ought to contain succinct details of the product in question, while at the same time maintaining objectivity within the scope of the product’s core utility and cost. For example, offered that our product is relatively new to the market, and after Sonocents prior production, it would be justified to develop a strategic marketing plan, with clear candid objectives to ensure understanding and potentially attract a wider base (Ferreira, 2017). Essentially, my team has more edge over Sonocent based on the fact that our strategy was motivated by customer understanding and consequently, providing a fair market comeback in terms of potential pricing (Duralia, 2018). In essence, part of our objective was to break down the production process into finer detail, with the hope that we could lure potential clientele with objective openness. Ideally, we understand that taking the initiative to be transparent creates a positive rapport and is hence the initial step toward achieving consumer confidence, and potentially creating sales.
4.8. Further Understanding In Global Scope
Much the equal as Huawei, Tik Tok figured out how to get away from its Chinese repression to clash with western tech goliaths. Ostensibly, Tik Tok offers a more outstanding risk than Huawei. Seemingly, it has given China the way to siphon content legitimately onto the telephones of a large number of residents in America and Europe (Ngai, Yoshimura and Doe, 2020). TikT ok has been enduring an onslaught previously—dislike this. It has abruptly been hit by means of the ideal tempest of 4 separate safety memories interior seven days. First got here the information that a beta arrival of Apple’s iOS 14 had gotten Tik Tok subtly getting to clients’ clipboards. Tik Tok was in properly company—a heap of specific functions was found doing likewise, and like those others, Tik Tok gave a clarification and an update (Ngai, Yoshimura and Doi, 2020). However, it was once Tik Tok that produced the features, incredibly on the grounds that it had been gotten before doing likewise and had vowed to stop, but commonly on the grounds that performing to sneak round on a big variety of telephones in the west is unique in case you are Chinese.
At that factor got here the statement from the Indian authorities that Tik Tok would be confined on public safety grounds. Again, Tik Tok was once in correct company—there were 58 different Chinese applications subjects to comparable approvals. However, as soon as more, Tik Tok stood out as simply newsworthy (Ngai, Yoshimura and Doi, 2020). India is the stages’ largest market, the place a huge wide variety of clients have brought the utility and offer its recordings. As indicated via reports, sources at the organization advocated the boycott may also value Tik Tok as lots as $6 billion. The triggers for India’s prohibition on Tik Tok were military and political pressures among itself and China. What’s more, sufficiently certain, soon after its boycott used to be declared, reviews from Australia proposed its administration was once feeling obligated to do likewise (Ngai, Yoshimura and Doi, 2020). Australia has its very own international strains with China, and late digital assaults on the nation’s administration have been casually ascribed to Beijing. The 1/3 whammy for Tik Tok, however, got here when Secretary of State Mike Pompeo affirmed in a Fox News meet that the U.S. was “surely taking a gander at” limiting the stage. Out of nowhere the quite contained exercise in India looked as even though it may also wind loopy and repair a lot of Tik Tok achievement lately(Ngai, Yoshimura and Doi, 2020). The U.S. information was once unadulterated governmental issues, with Tik Tok becoming a member of Huawei as a tribal objective of the innovation impasse amongst China and the U.S. Indeed, there are security concerns in the background, then again business, economic and political worries trump those.
As Tik Tok with its U.S. Chief hopes to deal with the aftermath from this immensely trying out set of bringing down dominoes, two issues stick out. Initially, the U.S. In the tournament that you need to all the more probably understand the harm the organization can do when it focuses on the accomplishment of a Chinese tech monster, truly ask Huawei. Pompeo has been the campaigner-in-boss towards Huawei, and it used to be no happenstance that it was once he who broke the news that Tik Tok may wind up in related territory (Jia, Kenney and Zysman, 2018). In the wake of Pompeo’s meeting, a Tik Tok consultant let me comprehend “TikTok is pushed through an American CEO, with many workers and key pioneers throughout wellbeing, security, item, and open method right here in the U.S. We have no higher want than advancing a covered and impenetrable utility trip for our clients. We have by no means given purchaser facts to the Chinese government, nor would we do as such on every occasion inquired.
5. Discussion
In our daily activities, we can see the influence of the Internet on how we live in developed countries today. The communication process has been affected because as time goes by, it seems that traditional communication methods are used less and less. The Internet, social media, mobile phones, and text messages are new communication methods that the modern world has adopted. Technology seems to play an important role in the way public relations are exercised. The social media platform enables the company to improve its international market share and reach potential customers worldwide. As a result, more and more large and small companies are beginning to use them in their internationalization strategies. In 2013 (Gupta and Brooks), 1.73 billion people worldwide used social media networks. The potential value of this trend to the company is huge. As the age category of people who use social media continues to expand, people are interested in applicability to a wider range of products and therefore to a wider range of companies. Most social media users have multiple accounts on different social networks, and using these networks for various purposes means that companies should carefully consider how to use their advantages to attract more users. These users are not only locals, but also users from more countries.
The literature shows <<<< this chapter is about your FINDINGS, not literature review<< that the widespread use of the Internet has led to the rapid internationalization of social media and streaming media platforms. The global dissemination of science and technology has created a wide range of connections, thereby creating greater new opportunities. The current focus of technological globalization is the connections established by social media networks. Internet companies are roughly divided into information search and social networking, and e-commerce platforms for life services. Among them, social media is basically UGC, which is easier to realize globalization, such as Facebook, twitter, YouTube, Instagram, Facebook, for example, is a great product. If you just look at the features of Facebook itself, it sees easy to be replaced. Now Instagram and twitter are good alternatives. In addition, with the acceleration of global economic integration and the development of China, more and more Chinese enterprises go to the world and expand their influence in the domestic and foreign markets. In addition, the rapid development of the company does not have enough experience and support. This includes all aspects, including companies, governments, intermediaries and industry associations. Roles and various coordination mechanisms, such as imperfect regulatory framework, lack of relevant intermediary agencies and Industry Association platforms, are also important factors hindering the ambition of "going global". Last but not least, small and medium-sized enterprises usually show enterprise vitality, flexibility and higher efficiency, while large companies are more powerful in economies of scale, economies of scope and financial, legal and technological resources. At the beginning of the internationalization process, the latter companies can deal with trade barriers more effectively because their resources and capabilities are more developed than small companies. In the face of the unpredictable international situation and the lack of understanding of the target countries, the internationalization commitment of small and medium-sized enterprises is lower than that of large enterprises. The main obstacle for companies to use social media in the process of internationalization is the difference between national data security and privacy regulations. This forces companies to invest heavily in whether and how to use available consumer data.
Obviously, the most news surrounding Tik Tok in the past few months is the US and Indian government's attitude towards this application. The US government is definitely considering banning Tik Tok and other Chinese social media applications because of concerns about their content and fear that they collect data and personal information from user devices. Many users think this is a precursor to Tik Tok being banned by the US government, and it hasn’t been long since the last time India banned Chinese apps on a large scale. In addition, the operation of Tik Tok in Hong Kong, China has also changed due to changes in the general environment. On July 6, Bytedance announced that it would stop Tik Tok’s operation in Hong Kong, China. It will change Tik Tok to the mainland version of Douyin, so it is essentially not affected. influences. Back to the United States, although the fault was said to be a program bug or the like, the US government gave the signal early because Tik Tok was involved in the political struggle. With the rise of the U.S. government’s anti-racism movement, many users began to change their profile pictures into black symbols to protest the censorship of black creators. Tik Tok users will unfollow other users who do not support the movement, and black creators require non-black allies to follow at least one new black creator. Maybe Douyin also felt that this was unreasonable, and stopped the activity. But one wave has not settled, another wave has risen. The current US President Trump held the first offline campaign rally since the outbreak of the new crown in the United States in Tulsa County, Oklahoma. What is embarrassing is that the venue, which could accommodate more than 19,000 people, had thousands of empty seats at the beginning of the rally that night. The atmosphere on the scene was quite bleak. The attendance rate is alleged to be only about two-thirds, and only 10,000 people actually participated in this canvassing activity. In addition to being affected by the new crown epidemic, before the rally, young American internet users initiated an advance seat reservation campaign through online platforms such as Tik Tok, and they planned this action by waiting for social platforms. In addition to interfering in politics, the U.S. government also believes that Tik Tok has collected too much unnecessary user information and sold it to advertisers. The U.S. government is also worried that Tik Tok and its parent company Bytedance will share data and information, which makes the U.S. government uneasy. Regarding the possible ban in the United States, Tik Tok officially responded that it has never provided user data to the Chinese government, and will not provide it even if requested in the future. In addition to the government, Facebook’s founder Zuckerberg has also publicly published Tik Tok’s threat theory many times. However, the media exposed the personal information of users in the last general election. It was Facebook who tried to use political advertisements to influence the election results. . The United States is afraid that this will happen again in this election. The economic ideology problems faced by Chinese multinational companies. Globalization is the overall strategy of Bytedance. Despite the American nightmare of Tik Tok, globalization will probably still be the long-term goal of Bytedance's entire industrial ecology. However, as a trend-oriented strategic thinking, we should admit that “globalization” has encountered countless dilemmas on a global scale. These dilemmas have no logic in the sense of economic rationality, but only the political origin of ideological collisions and intensified civil strife. However, it is precisely the latter that is difficult to be easily eliminated by individual enterprises or industries.
Previous studies have shown that the integration of international academic content can support the influence of social media and streaming media channels on internationalization. However, so far, there is a lack of empirical research to test whether some countries' restrictions on Tiktok's policies and regulations will affect other Chinese software's entry into the international market or internationalization. The global Internet companies are poorly balanced, and most of them are large monopolistic state-owned enterprises and a few small and medium-sized enterprises. And there is a serious problem. These companies are only distributed in a few countries, such as the United States and China. Due to the characteristics of the Internet economy, monopolies develop more rapidly and are more difficult to restrain. On the one hand, the network has externalities, that is, the greater the number of users, the greater the value of the network. For example, the more car owners and passengers Uber has, the more beneficial it is for Uber users. It is easier for car owners to receive orders and passengers to get cars. On the other hand, unlike the marginal effect of the traditional economy, the zero marginal cost effect of the Internet economy means that the cost corresponding to the increase of users in the network is negligible. Therefore, the Internet economy is easy to form a "winner takes all" situation. Once a considerable degree of monopoly is formed, it is difficult for latecomers to compete. Uber and Google are all like this. From a market perspective, breaking monopolies and introducing competition are fundamental strategies. At the same time, it is necessary to use the law's mandatory restraint mechanism to prevent monopoly or increase the cost of illegality. For the problems caused by the monopolies of some Internet platform companies, heavy fines can be used to increase the cost of violations, which is a remedy and deterrent after the fact. In addition, a sound supervision system should be established. This requires both strict implementation of existing regulations, and timely introduction of regulatory regulations based on emerging situations to prevent the occurrence or expansion of acts that harm public interests (Hutton and Fosdick, 2011).
Research question asked whether there are cultural differences when using SNS. Specifically, users in China and other Eastern countries who use social media and the United States and other Western countries have different motivations and importance in using social media applications. According to the theory of use and gratification (Kaul, 2011), people look for media that can satisfy their motivations. All the motivations for the use of social media by American participants are very different from those of Chinese participants. Therefore, American participants are more likely than Chinese participants to use SNS to keep in touch with their parents and family, keep in touch with friends, meet more new friends, and show off their lives. However, Chinese users are more inclined to maintain and increase friends who share the same ideas, looking for a sense of social identity. In particular, the concept of UGC is quite different from that of China. Under the influence of multiple factors, such as media environment and cultural background, compared with the characteristics of foreign UGC, such as loose gathering, free flow, freely changing topics and objects, Chinese UGC pays more attention to the influence of celebrities. Due to the Chinese people's introverted personality, they are not willing to expose themselves to the public, but they are also keen on watching and are more willing to appreciate other people's happiness, anger and sadness. Therefore, when an opinion leader appears, it will greatly arouse resonance and admiration. Such a figure or thing can meet the needs of internet users in many aspects, thus attracting explosive attention and follow-up. As mentioned earlier, in China, the supervision of social media may be more stringent, whether for political or economic reasons. Because some SNSs are not only used to communicate with friends, they also have shopping functions. Therefore, financial issues will be involved. Monitor them to understand their positive and negative comments about the business. If users do follow, social media can tell users a lot of information about brands, competitors and target markets. Using social media is an important channel for business success, and every company can benefit from monitoring its social sales strategy. The factors that influence the internationalization of a company include individuals, companies and the environment. First of all, because the role of decision makers and managers in the company is important in the operation of the company, the international experience of key decision makers and the company's knowledge field have become important prerequisites at the beginning of the internationalization process. Secondly, there is also the company's commitment to the market. The company uses the best marketing methods to achieve economies of scale to operate in the market.
According to Leonard (2013), at the beginning of the internationalization of SMEs, the network has become an important factor, but the international positioning and ownership structure are also considered important antecedents. Management ability and organizational ability are factors that affect the international model of SMEs. Finally, considering the market orientation, Bytedance is now a "unicorn" company, but this kind of company is not common. More Internet companies are not so commendable. If it is to attract people's attention to new factors: market orientation, knowledge acquisition, market commitment and global mentality, and their impact on the international performance of SMEs. Network theory and international market positioning are used to explain the international strategic choices and models of SMEs (Montobbio & Sterzi, 2013). For example, the relationship between knowledge acquisition and market commitment and the international performance of SMEs. The recognition of international opportunities began to affect the company's international structure, and the network continued to be relevant to the internationalization of SMEs.
Tik Tok users can search for specific tags that display the number of views associated with that tag and similar tags. Encourage users to use multiple topic tags to increase the likes and views of posts, no matter how trivial. For example, parenting, emotions, emotional intelligence, workplace, office, inspirational, etc., like these subdivisions, for example, the corresponding label of the parenting field can be mother, homework, etc., the corresponding label of emotion is love , Marriage, boyfriend and girlfriend, etc. The labels of EQ are eloquence, workplace, and sales; the labels of office are PowerPoint, EXCEL and so on. Through these tags that users are interested in or have used, Tik Tok's page uses an algorithm to recommend videos to users. Vertical video content makes it easier to get accurate recommendations. For accounts with vertical video content, Tik Tok will give priority to tags, which can help account videos to get more accurate recommendations and increase account weight. Algorithms are reconstructing a set of digital culture and discourse system, a set of concepts, practices and expectations concerning how people act and interact in the contemporary network society. It runs through all the links of production, circulation, consumption and use of media and communication, and at the same time has a close relationship with social systems, social relations, emotional structures, and social changes. Supervision behavior data collection and risk early warning analysis. This is to require all law enforcement departments to form electronic data from all law enforcement inspection results and push them to the Internet regulatory platform for big data risk early warning.
Although Bytedance is not a small and medium-sized enterprise, attracting more users is still their goal. Therefore, Tik Tok recommends short videos that are of interest to users based on tags. During the period when the researchers wrote this article, Tik Tok constantly appeared various major events. The byte skipping Tik Tok directly swept the world. Tik Tok seems to be a short video sharing platform, and some people think it is an output tool of ideology. Byte beating has completely cut Tik Tok and Mainland China, and has tried its best to avoid ideological collision. The challenges facing Tik Tok mentioned in the Research question is: Tik Tok has caused major privacy risks in the past. This application may involve illegal collection of children's data and was heavily fined by the US Federal Trade Commission. Although Tik Tok has made corresponding adjustments before, it has officially issued a ban on children under the age of 13 from joining the software. However, the relevant US authorities still stated that Tik Tok failed to sufficiently seek the consent of children's parents and did not respect the parents' request to delete children's personal information. Although the company has deleted the accounts of some minors, it has not completely deleted their videos and personal information from its servers, and has not fundamentally solved the problem. To this end, Tik Tok reached an agreement and paid a fine of 5.7 million U.S. dollars in order to resolve allegations of illegal collection of children's information. Like almost all technology platforms, Tik Tok not only stores the content created by users on it. On the one hand, the Tik Tok algorithm serves a large number of users and helps users filter out the content they like to watch; on the other hand, it serves the platform and helps the platform to identify high-quality content and screen. Take Facebook as an example. In the past two years, Facebook has been in the mire of privacy leakage and suspected monopoly, facing the dual test of government regulation and user query. His privacy leak has been investigated by many countries around the world, and Zuckerberg himself has been to the U.S. Congress for questioning. Facebook has been punished to varying degrees in the UK, France, Spain, Turkey, Brazil and other countries. In addition to the content, it also contributes to the development goals of the platform. Tik Tok's business model, Bytedance is essentially a digital advertising company, and more than 80% of its commercial revenue comes from advertising revenue. For advertising companies (or media platforms), how much revenue you can get depends on how many advertisers are willing to spend money on your platform, and further depends on how many high-quality users and attention can be sold on the platform. So for Bytedance, users are money, and users' attention is productivity. Therefore, from this perspective, the two most important indicators of Tik Tok are the number of users and the length of time users use them. It is inferred from this that all behaviors that contribute to the increase in the number of users and the increase in user usage time will be given a higher weight in the algorithm system. Which is more important than the number of users and the length of users? According to the survey, users' usage time is more important. The longer a user uses the product, the more he likes the product, which means that his friends are more likely to see him using the product, which also means the probability of him recommending the product to his friends. One of the many platforms that collect, use, analyze, rely on and profit from personal data.
A core idea is expounded by two relatively simple propositions. One is that when someone is involved in a matter, the participant’s view of the world is always one-sided and distorted. This is the principle of error-proneness. Another proposition is that these distorted views can in turn affect things related to this view, because wrong views will lead to inappropriate actions, thereby affecting the event itself. This is the principle of reflexivity. Therefore, the findings of this study must take into account some limitations. Quantitative analysis focuses on the verification of theories or hypotheses, that is, the corresponding data is obtained through a series of test methods, and a series of conclusions are obtained according to the data results and evaluation criteria, and finally determine whether the theory or hypothesis is acceptable and the degree of acceptance. However, most of the investigators based on this paper are Chinese. Because the test contains a large number of questions suitable for a certain cultural background, only a few people from other cultural backgrounds participate in the vote, which may lead to deviations in answering such questions. In addition, the overall validity is biased. Overall validity refers to how the sample in the study represents the target person. The target population in the study are young users. Only young users are not representative, because now more middle-aged people also like to use Tik Tok. Researchers may have deviations due to cultural background and understanding of specific phenomena, which may affect the rationality of the research. Since the researchers are all Chinese, there may be some differences in cultural diversity. Whether in language ability, cross-cultural ability and cultural sensitivity, there may be deviations. Synthesizing various literatures, cultural competence skills are considered to include effective communication, establishing rapport in differences, and respect. Researchers strive to reduce the limitations of cultural differences.
The advantages of the Internet far outweigh the disadvantages. However, recent negative news has dominated the popular media. The rapid development of the Internet has made the role of Internet public opinion increasingly prominent. However, due to the influence of network characteristics and other factors, the main body of online public opinion-internet users, is extremely prone to "group polarization". If it cannot be properly guided and controlled, it will easily lead to some extreme behaviors. Children may face many risks that cannot be ignored. The risks of cyberbullying, harassment, exposure to harmful content and online grooming can make children vulnerable and cause serious harm. Therefore, it is necessary and urgent for Internet companies or laws to strengthen the research on the phenomenon of "group polarization" of Internet users for the management of network public opinion risk. The amount of information on the Internet is huge, and it is impossible for individuals to receive all of it. Users must make choices about this information. When making choices, they will inevitably be affected by selective psychology. Users will filter the information according to personal preferences. And choose to "maintain focused attention and psychological comfort." Therefore, the selective psychology of information is one of the reasons for the formation of the "information cocoon room", which "constrains users in a narrow field of information guided by interests and preconceptions." Selective understanding and selective memory will strengthen the user’s preconceptions, deepen some of the user’s inherent basic ideas, and eventually go to extremes, resulting in extreme views, speeches or behaviors, thereby forming a phenomenon of group polarization.
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6.Implications and Applications
6.1. Introduction
This chapter is divided into two parts: implication for theory and practice, and application of learning in managerial setting. In the implication for theory and practice, the researchers mainly explained the purpose of the research, the value of the research, the understanding and contribution to knowledge in the research. In the application of learning in managerial setting, researchers focus on the two aspects of target market analysis, and product innovation strategy for research and application. In this research, the researchers made full use of the knowledge learned in the major to complete the project research.
6.2. Implications
The purpose of this research is to analyse the role of social media and streaming media platforms through internationalisation. It aims to prove the impact of social media and streaming media platforms on internationalisation in general. The research project also discussed the limitations and challenges faced by Tik Tok in internationalisation and globalisation. This goal is to point out the current deficiencies in the internationalisation of social software and streaming media platforms, and help other social software and streaming media platforms in China to be more aware of the areas that need to be improved and improved in order to follow the path of internationalisation. To achieve better results, the study explored the success stories of Tik Tok and Bytedance’s contributions behind the scenes. The goal is to find out the factors for the success of Tik Tok’s internationalisation and provide reference value for the internationalisation of other social software and streaming media platforms. The research project has reached the above conclusions and put forward corresponding opinions and suggestions for Tik Tok to refer to every aspect of the social platform and have a more comprehensive understanding of the current challenges.
The value of this project is that the analysis and discussion of Tik Tok’s success factors can promote the international development of other social software. It can be expected that Tik Tok, as China’s first social media that has successfully internationalised, will benefit the entire Chinese social media industry. This research project enables researchers to apply the knowledge acquired in the University of Strathclyde’s International Management major to real business cases and practice cross-cultural management and business consulting.
This study provides a detailed analysis of successful cases of social media and streaming media platforms, as well as suggestions on the collection of user data and personal information by social software, to help social media and streaming media platforms move towards a more international and favourable direction development of.
The research project is carried out through academically recognised research techniques, so all the objectives of the research project have been resolved.
The research project provides the understanding and contribution of the following knowledge:
The Internet has a huge number of users and shows a growing trend, which has huge potential value to enterprises. The development of the Internet helps companies to exert more advantages to attract global customers. All companies’ use social media as an important channel for their business success, and companies can benefit from monitoring their sales strategies in social media. Moreover, companies using social media can find potential customers around the world while increasing their international market share. At present, more and more companies are planning Internet technology into their own internationalisation strategies.
Initially, the problem with social media on the Internet was simply that there wasn’t enough user engagement, but as technology has improved and social media and streaming platforms have evolved, the industry has come up against the more modern problem of potentially violating users’ privacy.
Globalisation is Bytedance’s long-term goal and overall strategy. The key to Tik Tok’s success is that Bytedance has mastered the results of artificial intelligence technology. Tik Tok will market segmentation of video content, including but not limited to categories such as feelings, workplace, and emotional intelligence. These categories will become a label that users can use. Tik Tok has a powerful core algorithm. It will use or search for these tags and observe the user’s interaction with the video, and then feed the observation results back to the algorithm to help the application provide users with highly personalised video content. Algorithms are reconstructing a digital discourse system about people’s behaviour and interaction in the network society. It is the powerful core algorithm that has aroused users’ strong interest in Tik Tok, making Tik Tok the most popular social media platform. But Tik Tok is currently facing the most serious challenges and threats-from the bans issued by various countries.
Algorithms also contribute to social media platform development goals. For Tik Tok, the number of users and the length of time users use the software are the two most important indicators. Therefore, the time and energy users spend on the platform is productivity. Bytedance is a large enterprise, and attracting more users is still their goal. Bytedance is essentially a digital advertising company, 80% of its commercial revenue comes from advertising. The length of time the user uses the software is directly proportional to the degree of preference for the software, which means that the user has the possibility of recommending the product to their friends.
Earlier this year, the Ministry of Electronics and Information Technology banned 59 mobile applications from China on the grounds that Tik Tok collected data and personal information from users’ devices that might harm national security. In the United States, users on Tik Tok called on voters with tickets not to participate in the election of United States President Trump, resulting in less than 33% of the attendance at the election. The United States government believes that this has interfered with political issues, so this is considered to be the fuse of the US government’s ban on Tik Tok. Similarly, the government of the United States is using the same reason as the government of India. Even considering that “China caused the novel COVID-19 to wreak havoc in their country”, the government of the United States is preparing to prohibit the release of Tik Tok developed by China in the United States.
Tik Tok had posed significant privacy risks because of its possible involvement in the illegal collection of children’s information. But Tik Tok has issued a ban on children under 13 using the software. Moreover, Tik Tok has officially said that the software and its companies have never provided user data or personal information to the Chinese government, and will not do so in the future. Almost all social media platforms store user-created content, and big data algorithms can not only recommend video content to users, but also help the platform identify high-quality video content.
Any social media platform, even Tik Tok’s American rivals, has a peek into its users’ private lives. For some time, Facebook has been mired in suspected monopolies and user leaks. Facebook has been investigated for privacy breaches in different countries and has received varying degrees of punishment. Facebook is also facing a global ‘StopHateForProfit’ boycott campaign backed by multiple associations and alliances. During the last campaign, Facebook made public users’ personal information in an attempt to influence the outcome of the election. The United States government is worried that Tik Tok’s social influence will have an impact on this election. As Facebook did last time it used its influence to influence the outcome.
No government in any country can restrict the use of a piece of software by its citizens. Users often share videos from Tik Tok on other social apps, such as WhatsApp. Tik Tok may face a decline in downloads and user visits in a short period of time due to various measures promulgated by the government. But as time goes on, Tik Tok will continue to rise until the next popular short video app comes along.
For academics: The global spread of Internet technology has created a wide range of connections and opportunities for the world. By integrating, the researchers found that international academic content supported social media and streaming media platforms affectable to internationalisation. At present, the establishment of social media networks is the focus of the globalisation of Internet technology. One of the reasons for the rapid internationalisation of social media and streaming media platforms is the extensive use of the Internet, such as Facebook and Instagram.
A firm’s awareness of international opportunities will influence its international structure. At present, in the market and the international market, most of the enterprises are large monopolistic enterprises, and only a few are small and medium-sized enterprises, which leads to the poor balance of Internet companies in the world. Because of the nature of the Internet, the greater the number of users a software or company has, the greater its value. Therefore, it is easy to form a monopoly situation of large enterprises, and monopolistic companies can also develop faster and more difficult to be restrained. This makes it difficult for small and medium-sized enterprises to compete with large enterprises. Therefore, breaking the monopoly and introducing competition are the basic strategies. Meanwhile, a sound supervision system should be established and laws should be used to restrain monopoly.
The rapid development of global economic integration and the development of China’s Internet technology have promoted more Chinese enterprises to go global. In China, the government may regulate social media more tightly than in other countries for political or economic reasons. But the motivations for users to use social media in the United States are quite different from those in China. As a trend, globalisation will encounter many difficulties in the process. The rapid development of enterprises does not have enough experience to support, hindering the development of enterprise globalisation. Most of these obstacles come from ideological conflicts caused by cultural differences, and these conflicts are difficult for an industry to eliminate easily. But Bytedance has completely severed Tik Tok’s ties to mainland China, leaving Tik Tok and DouYin as two separate but identical pieces of software, and Bytedance tries to avoid ideological conflict.
Banning digital software for no good reason only makes software and technology more powerful. Tik Tok uses the core algorithm to recommend video content to users that they are interested in, which is what really attracts users, not the platform itself. If Tik Tok can accurately grasp the target needs of users and grow with them, there will be nothing to stop Tik Tok in the future. If Tik Tok’s dilemma is difficult to improve, then other social software that will be launched soon will most likely benefit from it, such as Instagram reels.
The role of public opinion has become increasingly prominent in the rapid development of the Internet. If it cannot be properly guided and controlled, it will easily lead to certain extreme behavior. Children in particular are the most vulnerable groups, that are most vulnerable to harm under the power of public opinion. Users will choose information according to their personal preferences. This is one of the reasons for the formation of an “information cocoon room”, which limits users to a certain information field based on their interests.
It can be concluded that the purpose and objectives of this research project have been achieved, and the research has contributed to the internationalisation of social media and streaming media platforms. The researcher used knowledge in cross-cultural management, global business environment, and market management in the research process. By establishing a sound mechanism and strengthening algorithm technology, user data and personal information are protected, and the user’s target needs are accurately grasped, which will promote social media to embark on a smoother path. If it can be successfully executed, it will speed up the internationalisation process of social software and the influence of the social software on the international market. <<
(Source: In March 2020, the gender distribution of Tik Tok users，by iimedia)
In terms of market targeting, Tik Tok targets young people targeting short videos, music, or willing to share their lives on social media. Tik Tok’s main target users are roughly divided into three categories, namely, primary content producers, secondary content producers and content consumers. Major producers of the content shoot and produce beautiful videos and post them on Tik Tok; Content sub-producers will watch web celebrity videos while recording their daily lives on Tik Tok. The main form of content consumers is to watch a variety of videos for the purpose of killing time, which is also the mass base of the first two types of users.
Tik Tok has clear market positioning. It is software for social, for creative short music videos, focusing on the 15-second music video community for young people. Users can choose songs and shoot 15-second music short videos on Tik Tok to meet their fragmented entertainment needs. For young people, they are a creative group, they are better at using Tik Tok to express themselves. Tik Tok’s primary audience is young people from Gen Z, who comment on, create and upload their own work as they watch videos, a way of interacting that is changing the way brands interact with consumers. And Tik Tok gives advertisers more ways to capture young people’s interests, from label challenges to brand acquisitions, advertisers are taking advantage of Tik Tok’s unique approach to advertising. As Tik Tok downloads continue to climb, researchers are seeing more and more YouTube bloggers turning to Tik Tok. YouTube’s weakness compared to Tik Tok is that YouTube is a video streaming site that focuses on long videos. Ads on YouTube usually run between 3 to 5 minutes or 8 to 11 minutes, and many users are impatient to watch them all. The video time is in sharp contrast to Tik Tok’s 15-60 second video clip, which not only makes the brand attract consumers’ attention in the first few seconds, but also catches the young People of Generation Z’s psychology of outright consumption.
Ansoff Matrix, also known as Product Market Expansion Grid, was proposed by Dr. Ansoff in 1957. Ansoff Matrix is a 2 X 2 matrix that represents the four choices for companies trying to grow revenue or profit. The main logic is that companies can choose four different growth strategies to achieve the goal of increasing revenue. It is the most widely used One of the marketing analysis tools (corporatefinanceinstitute, 2020). Researchers will advise Tik Tok on product development and innovation through a combination of products and markets.
In terms of market penetration, Tik Tok’s market penetration in North America was 12% as of the second quarter of 2020. Tik Tok is a mature social media software that has been around for years. Tik Tok has been popular in North America for three years, but its market penetration is still far short of that of apps like Instagram, which has been popular for many years, with a large user base and a strong stickiness. In addition, Internet companies such as Facebook and Instagram have imitated Tik Tok to develop their own short video software, which has been listed during this period, which is very likely to share the market penetration rate currently owned by Tik Tok.
Improving market penetration is the link with the least risk among the four strategies of the Ansoff matrix. The company should increase its market share of products through the market penetration strategy. To increase market penetration, enterprises need to increase sales of existing products to existing markets, one of which is to improve user experience. As the user experience increases, users are more likely to recommend the product to those around them. A user recommendation to a friend is a free promotion for Tik Tok, which will help Tik Tok greatly increase the number of users. In terms of publicity, Tik Tok’s approach in China is not only through user recommendation, but Tik Tok also sponsors popular TV shows. Therefore, many users who have not downloaded Tik Tok will also download Tik Tok out of curiosity when they see their favorite stars participating in programs using Tik Tok. Tik Tok has positioned itself as a “social tool for short videos,” the idea being to gain user stickiness. Social media is a tool for communication. Users don’t want to spend too much time learning how to use social media. Therefore, the user experience brought by social media must be comfortable, friendly, simple, intuitive, and rich in content. Tik Tok has personalized pages, and users can customize the pages according to their own desires. Tik Tok makes its features visible on the page and encourages users to challenge themselves and take on tasks that boost creativity. As the software evolves, Tik Tok could even introduce a “create group” feature to appeal to like-minded users. Tik Tok can invest some of its money in video content creators, after making money through brands and advertisers. This expenditure may have unexpected benefits for Tik Tok. Investing money in video creators can not only stimulate their desire for creation, but also consolidate the relationship between creators and the platform. This may prevent some video creators from migrating to other competing platforms, reducing Tik Tok’s losses.
In terms of maintaining innovation and product development, Tik Tok has now launched live stream show, allowing any user to turn on live stream anytime, anywhere, communicate with other users and share what’s happening around them. Based on the live stream show, Tik Tok can develop a live stream method suitable for brands and advertisers, providing brands and advertisers with direct revenue-generating opportunities. Not only will this generate direct revenue for brands and advertisers, but it will also bring new users to Tik Tok. Augmented Reality is also a technology of great interest to young people today. Brands and advertisers can create brand-specific AR stickers and filters for users to shoot videos, increasing user interest and brand awareness at the same time. Tik Tok can also directly use augmented reality technology to develop an advertising mode that can enhance the sense of Reality for brands and advertisers, so that users can experience the pleasure brought by technology while watching the ads. When creating short videos, users generally use different music as the background to play freely or lip-synching. Tik Tok can seize this opportunity and focus on the acquisition of music copyright, which will help Tik Tok to bring more types of music to users. Tik Tok is a user-centered social media that focuses on the user experience. Thus, when Tik Tok develops a new product, it can release the initial version and update it with user feedback. Enterprises do not have to wait for full completion to launch. The rapid launch of the product can always stimulate the curiosity of users, improve the utilization rate of users to Tik Tok, and reduce the loss of users. The product is updated quickly with user feedback, ensuring user satisfaction, and high engagement. This approach helps Tik Tok reduce risk, reduce waste of research and development time, and reduce research and development costs while improving the return on investment. <<<
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Appendix
Table 1: Table of Constructs
Cross-analysis results
Topic
Age
Total
18 and below
19-25
26-40
41and above
Record Life
Unselected
41(89.13%)
101(81.45%)
54(83.08%)
126(81.82%)
322(82.78%)
Selected
5(10.87%)
23(18.55%)
11(16.92%)
28(18.18%)
67(17.22%)
Total
46
124
65
154
389
Show yourself
Unselected
44(95.65%)
114(91.94%)
61(93.85%)
146(94.81%)
365(93.83%)
Selected
2(4.35%)
10(8.06%)
4(6.15%)
8(5.19%)
24(6.17%)
Total
46
124
65
154
389
entertainment
Unselected
14(30.43%)
37(29.84%)
20(30.77%)
87(56.49%)
158(40.62%)
Selected
32(69.57%)
87(70.16%)
45(69.23%)
67(43.51%)
231(59.38%)
Total
46
124
65
154
389
Social
Unselected
44(95.65%)
116(93.55%)
63(96.92%)
148(96.10%)
371(95.37%)
Selected
2(4.35%)
8(6.45%)
2(3.08%)
6(3.90%)
18(4.63%)
Total
46
124
65
154
389
Share your video to other social software
Unselected
40(86.96%)
95(76.61%)
51(78.46%)
143(92.86%)
329(84.58%)
Selected
6(13.04%)
29(23.39%)
14(21.54%)
11(7.14%)
60(15.42%)
Total
46
124
65
154
389
Participate in hot topic video shooting
Unselected
39(84.78%)
110(88.71%)
55(84.62%)
151(98.05%)
355(91.26%)
Selected
7(15.22%)
14(11.29%)
10(15.38%)
3(1.95%)
34(8.74%)
Total
46
124
65
154
389
Topic challenge and imitation
Unselected
38(82.61%)
89(71.77%)
56(86.15%)
132(85.71%)
315(80.98%)
Selected
8(17.39%)
35(28.23%)
9(13.85%)
22(14.29%)
74(19.02%)
Total
46
124
65
154
389
The interface is simple and easy to operate
Unselected
24(52.17%)
50(40.32%)
37(56.92%)
91(59.09%)
202(51.93%)
Selected
22(47.83%)
74(59.68%)
28(43.08%)
63(40.91%)
187(48.07%)
Total
46
124
65
154
389
Complete functions and stable operation
Unselected
30(65.22%)
75(60.48%)
48(73.85%)
121(78.57%)
274(70.44%)
Selected
16(34.78%)
49(39.52%)
17(26.15%)
33(21.43%)
115(29.56%)
Total
46
124
65
154
389
High video quality
Unselected
32(69.57%)
89(71.77%)
42(64.62%)
109(70.78%)
272(69.92%)
Selected
14(30.43%)
35(28.23%)
23(35.38%)
45(29.22%)
117(30.08%)
Total
46
124
65
154
389
Unique layout design
Unselected
37(80.43%)
89(71.77%)
50(76.92%)
127(82.47%)
303(77.89%)
Selected
9(19.57%)
35(28.23%)
15(23.08%)
27(17.53%)
86(22.11%)
Total
46
124
65
154
389
Internet celebrity
Unselected
39(84.78%)
97(78.23%)
58(89.23%)
147(95.45%)
341(87.66%)
Selected
7(15.22%)
27(21.77%)
7(10.77%)
7(4.55%)
48(12.34%)
Total
46
124
65
154
389
Appendix 1
Appendix 2
Appendix 3
Appendix 4
Survey Questions
1. Your age [single choice questions]*
O ages 18 and below
O 19-25 years old
O 26-40 years old
O Over 41 years old
2. Your occupation*
O students
O office workers
O Individual
O unemployed
O other
3. The average time of using mobile phone to surf the Internet every day [single choice question]*
Less than 1 hour
O 1-2 hours (excluding 2 hours)
O 2-3 hours (excluding 3 hours)
O 3-4 hours (excluding 4 hours)
O More than 4 hours
Almost not used
4. How often do you use Tik tok [single choice question]*
O 5-10 minutes
O 10-30 minutes
O 30-60 minutes
O 1-2 hours
O More than 2 hours
5. Through what channels did you know about “Tik tok” [single choice question]*
O Application mall
O Recommended by friends
O Social applications (Instagram, WeChat, Face book)
O Other approaches
6. How often do you use “Tik tok” [single choice question]*
O Never use
O occasional use
O Often used
O daily use
7. Your motivation for using Tik tok is [multiple choice questions]*
O Show yourself
O Record your life
O Entertainment
O Information collection
O Skill learning
O Pay attention to Tik tok celebrities, handsome men and beautiful women
O Easy to socialize and meet new friends
O Follow the stars
O Pay attention to hot spots and participate in the society
O Listen to music
O Others
8. The function you have used on Tik tok is [multiple choice questions]*
O Registered user
O Watch the video
O Take and upload video
O Share your video with other social software
O Forward and share other people’s video
O Like the video and comment on it
O Pay attention to others
O Participate in hot topic video shooting
O Others
9. What do you think is the most attractive one in Tik tok*
O Video content
O Music
O Entrepreneurial filter
O Topic challenge and imitation
O Video editing function
O Internet celebrity
O Others
10, you think the most attractive video content of “Tik tok” is [multiple choice questions]*
O Topic challenge
O Life skills
O Scenic tourism
O Pretty girl and boy
O Daily life
O cute baby, cute pet
O Star class
O Food
O Beauty and fashion
O Others
11. Where do you usually use Tik tok app [multiple choice questions]*
O At home
O Dormitory
O Classroom
O Company
O Conference room
O Leisure places (KTV, bar, restaurant, etc.)
O On the vehicle
O Others
12. The following is about the features of Tik tokapp. Please choose the option you agree with [multiple choice questions]*
O New icon
O The interface is simple and easy to operate
O Unique layout design
O Perfect function and stable operation state
O High video quality
O It can provide me with rich music library resources when shooting videos
O Good shooting effect
O Feedback problems to the platform, which can be solved in time
O No mandatory advertising placement
O Less memory consumption
O Others
13. Do you think the regulation of such apps should be strengthened, especially for teenagers? [multiple choice questions]*
O Strengthen the content investigation
O plus controlled usage time
O Real name authentication
O No use by minors
O No regulation
14, do you think that the advantages of such apps outweigh the disadvantages or the disadvantages outweigh the advantages, which have a great impact on your thoughts? [single choice question]*
O The advantages outweigh the disadvantages
O The disadvantages outweigh the advantages
O The advantages and disadvantages have little influence
O Great influence
O General impact
15. What’s your opinion on this kind of APP video content? [single choice question]*
O positive energy
O Most of them are low, but there is more and more positive content
O Both are low
项目问题
1. 您的年龄 [单选题] *
○18岁及以下
○19-25岁
○26-40岁
○41岁以上
2, 您的职业 [单选题] *
○学生
○上班族
○个体
○待业
○其他
3, 平均每天使用手机上网的时间 [单选题] *
○少于1小时
○1-2小时(不含2小时)
○2-3小时(不含3小时)
○3-4小时(不含4小时)
○4小时以上
○几乎不使用
4, 您使用Tik Tok的时常 [单选题] *
○5-10分钟
○10-30分钟
○30-60分钟
○1小时-2小时
○2小时以上
5, 您是通过什么渠道知道“Tik Tok”的 [单选题] *
○应用商场
○朋友推荐
○社交应用(Instagram，WeChat，Face book)
○其他途径
6, 您使用“Tik Tok”的频率是 [单选题] *
○从不使用
○偶尔使用
○经常使用
○每天使用
7, 您使用Tik Tok的动机是 [多选题] *
□展现自我
□记录生活
□消遣娱乐
□信息搜集
□技能学习
□关注Tik Tok红人，帅哥，美女
□社交方便，认识新朋友
□追星
□关注热点进行社会参与
□听音乐
□其他
8, 您曾在Tik Tok上使用过的功能是 [多选题] *
□注册用户
□观看视频
□拍摄并上传视频
□分享自己的视频至其他社交软件
□转发分享他人视频
□给视频点赞，评论
□关注他人
□参与热门话题视频拍摄
□其他
9, 您认为Tik Tok中最有吸引力的是 [多选题] *
□视频内容
□音乐
□创业滤镜
□话题挑战与模仿
□视频剪辑功能
□红人
□其他
10, 您认为最吸引你的“Tik Tok”视频内容为 [多选题] *
□话题挑战类
□生活技能类
□风景旅游类
□高颜值“小哥哥”“小姐姐”
□日常生活类
□萌娃萌宠类
□明星类
□美食类
□美妆时尚类
□其他
11, 您一般在什么地点使用Tik Tok APP [多选题] *
□家里
□宿舍
□教室
□公司
□会议室
□休闲场所(KTV、酒吧、餐厅等)
□交通工具上
□其他
12, 下列是关于Tik TokAPP的特点，请您选择认同的选项 [多选题] *
□图标新颖
□界面简洁便于操作
□版面设计独特
□功能完善且运行状态稳定
□视频质量高
□能为我在拍摄视频时提供丰富的曲库资源
□拍摄效果好
□向平台反馈问题，可以得到及时解决
□没有强制性广告植入
□占用内存少
□其他
13, 您认为此类app是否应该加强监管，尤其是青少年？ [多选题] *
□A.加强内容排查
□B.加上控制使用时间
□C.实名认证
□D.禁止未成年人使用
□E.不用监管
14, 您认为此类app是利大于弊还是弊大于利，对您的思想影响大吗？ [单选题] *
○A.利大于弊
○B.弊大于利
○C.利弊影响不大
○D.影响大
○E.影响一般
○原因( )
15, 您对此类app视频内容的看法是什么？ [单选题] *
○A.积极向上正能量
○B.大部分都很low,但有越来越积极向上的内容
○C.都很low
Appendix 5
Structured Interview
What do you think is the content style of TikTok?
Tiktok content continues the trend of short videos of group life in Europe and the US, moving from long videos by YouTube bloggers to short ones of one to three minutes. Similar to all kinds of video sharing software, it can be divided into: life, creativity, music, sports, film and television, etc
Why is Tiktok popular in all countries?
Tiktok has not been found to be popular in all countries. Tiktok was launched in 2017, but there has been no pandemic use until 2019. During its stay in the UK between 2018 and 2019, Tiktok’s content ranges from copycat Doudouin content to live-life comedy content similar to YouTube. There wasn’t a huge response.
What is the difference in content shared by tiktok in different countries?
Can’t answer, I don’t know the content of each country.
How do you view the operating capabilities of Bytedance?
Bytedance is also a system for the cultivation of internet celebrities. Bytedance internally cultivates internet celebrities, including content shooting and editing. Relying on huge traffic and realizing through advertising media. When traditional media (such as paper media, television broadcasting, etc.) lost their appeal, they changed the advertising industry.
ByteDance has recruited auditors and operations staff all over the world. In 3 years, it has changed from a Chinese company to a global company. The internal management system and operation system are very strong, indicating that the internal management is very experienced Internet practitioners.
What do you think about Microsoft’s upcoming acquisition of tiktok?
Microsoft’s acquisition of tiktok can supplement its shortcomings in Internet application products, and wants to challenge FB’s achievements in the social field. Judging from various news, Microsoft has not been engaged in the operation of social video software before. This kind of new business that does not conform to the corporate culture may not be suitable for Microsoft’s management system.
If after Microsoft’s acquisition, tiktok may become a short-lived app, there will be many similar software in the market, and I personally think that the software launched after FB will survive.
Bytedance agrees to divest tiktok’s US business. What impact will it have on Bytedance?
Assuming that byte skipping sells part of its overseas business at a price of US$50 billion, it can appropriately supplement cash flow and supplement its own losses in other countries, and it can also be reserved for research and development funds for the next phenomenon-level product. At the same time, for ByteDance, it may lose 300 billion tiktok in three years. When other companies have competitive products, there is a certain chance of losing the entire overseas market. And it has an impact on the global layout, which means that Bytedance’s default products have flaws in privacy protection and cannot achieve the vision of global social software. Products that cause byte beating are regionalized and cannot achieve global data sharing.
If ByteDance sets tiktok’s global headquarters in the UK, what impact will this have on ByteDance?
ByteDance’s global headquarters is in the UK, which can realize the vision of European data interoperability. Obviously Europe is the largest market after China and the United States. But after Brexit, the UK’s policy on overseas Internet companies is also an uncertain factor.
One part of the cost of social video software is video reviewers. This cost is very expensive in regions with religious culture such as Europe, America, and India. Locating the global headquarters in the UK may help save costs.
8. How do you think about tiktok’s control over user needs?
I don’t quite understand what control means
9. Tiktok’s “information cocoon room” involves user privacy, make you think so?
Basically apps will infringe privacy, especially social apps. The terms read address book, information, geographic information, etc. There is not much difference between Amazon’s shopping recommendation algorithm and tiktok’s video recommendation logic.
It was reported by the media based on factors such as display and politics, which made the public opinion guide bad.
10. What impact will the sale of tiktok’s US business have on the globalization process?
Same as question 6
11. In the face of US bans, is byte beat cutting tiktok an effective measure?
Bytedance cutting tiktok in the US market is tantamount to tacitly violating privacy. It is a very wise measure to take legal proceedings now.
12. How do you think about tiktok internet celebrity advertising?
In my opinion, if tiktok and Douyin operate in exactly the same way.
Everyone understands that there are two ways to make money for Douyin internet celebrities: 1. The internet celebrities obtain advertising costs by publishing videos and increasing fans. 2. Internet celebrities obtain gifts on the platform through live broadcasts.
13. Is tiktok an export of Chinese culture?
What is the proportion of tiktok users who have Chinese nationality in total users, how much is about Chinese culture in the total video content, and how much is about overseas? Only with precise data can it be judged whether it is cultural output. Some overseas media use the apps of Chinese companies to judge whether it is Chinese cultural output. This is not appropriate. Personally think it is politically inclined.
14. How do you think about the major Internet companies’ encirclement and suppression of tiktok?
After Tiktok announced its own revenue report, major Internet companies have a large profit margin in the social field of short videos, which is a shortcoming of their own companies. New profitable sectors need to be added in the global market, so tiktok must be encircled.
15.How do you think about tiktok-style traffic monetization?
Traffic monetization is feasible in terms of the operation of social software such as FB, INS, Youtube, etc., but the form of expression of the product is different. Video is more attractive than text and pictures, and the video allows viewers to stay on the video for 1 minute, which is better than the picture. Just staying for a few seconds makes it easier for viewers to feel the investment in advertising. Can better convey the concept of advertising to viewers.
And the traffic monetization model is different from the FB system, which will make users feel that they are partners with the platform.
16. How to look at tiktok’s accurate push?
Tiktok’s precise push can increase user stickiness, making it easier for users to see their favorite videos when browsing videos, which is conducive to the development of APP. It can be understood as the computer’s analysis of people’s preferences to better capture users.
From the perspective of infringement of personal privacy, it is not serious, because personal privacy generally refers to personal information such as ID number, address, phone number, and a person’s favorite can be shown on shopping websites and offline shopping guides. An experienced shopping guide is the customer’s favorite clothes, and thinks that this shopping guide violates the customer’s personal privacy. On the other hand, if tiktok’s precise push is an invasion of privacy, then the shopping website always recommending things you like is also an invasion of privacy.
So accurate push is a technological advancement, which is conducive to the efficient development of society.
采访问题
1.您认为Tik Tok的内容风格是什么？
Tik Tok内容延续了欧美群体生活短视频，从YouTube博主的长视频转向1分钟到3分钟短视频。
与各类视频分享软件类似分为：生活、创意、音乐、体育、影视等内容
2.为什么Tik Tok能在各国受欢迎？
并没有觉得Tik Tok在各国都受欢迎，tiktok2017年就上线了，但在2019年前都没有出现现象级使用的情况。在2018年到2019年在英国期间，Tik Tok上的内容有模仿抖音内容，也有类似youtube上生活搞笑内容。并没有很大的反响。
3.Tik Tok在各国分享内容的差异？
无法回答，并不了解各国的内容
4.如何看待字节跳动的运营能力？
字节跳动对网红的培养也是成体系的，字节跳动内部对网红进行培养，包括内容拍摄、剪辑等。依靠庞大的流量，通过广告传媒来变现。在传统媒体（例如纸媒、电视广播等）失去吸引力的时候，改变了广告业业态。
字节跳动在全球都招募了审核人员、运营人员等。3年时间从中国企业变成全球化企业，内部的管理体系和运营体系非常强，说明内部的管理层是非常有经验的互联网从业者。
5.如何看待微软即将收购Tik Tok？
微软收购Tik Tok可以补充自己在互联网应用产品的短板，想要挑战FB在社交领域的成绩。
从各种新闻来看，微软之前并没有从事过 社交视频软件的运营，这类与企业文化不相符的新业务，不一定适合微软公司的管理体系。
假如微软收购后，Tik Tok可能变成昙花一现的app，市场会出现很多类似软件，个人认为FB之后推出的软件会生存下来。
6.字节跳动同意剥离Tik Tok在美业务，对字节跳动有什么影响？
假设字节跳动作价500亿美元出售部分海外业务，可以适当补充现金流，补充自己在其他国家的损失，也可留作研发资金做下一款现象级产品。
同时对字节跳动来说，可能损失3年后价值3000亿的tiktok，当其他公司出现有竞争性的产品时，有一定几率失去整个海外市场。并且对全球化布局有影响，意味着字节跳动默认产品在隐私保护上面有缺陷，无法达到全球化社交软件的愿景。
造成字节跳动的产品呈现区域化，无法达到全球数据共通。
7.如果字节跳动将Tik Tok的全球总部设在英国，这对字节跳动有什么影响？
字节跳动全球总部在英国，可以实现欧洲数据互通的愿景。很显然欧洲是继中国和美国之后最大的市场。但脱欧后的英国在对海外互联网公司的政策也是一个不定因素。
社交视频类软件的成本有一块是视频审核人员，该成本在欧洲、美洲、印度等有宗教文化的地区成本费用非常高。将全球总部设在英国可能利于节约成本。
8.如何看待Tik Tok对用户需求的把控力？
不是很明白把控力指的是什么
9.Tik Tok的“信息茧房” 涉及到使用者隐私让你对此这么看？
基本上app都会侵犯隐私，尤其是社交app，在条款中都会写到读取通讯录、信息、地理信息等，亚马逊在购物推荐的算法逻辑和Tik Tok的视频推荐逻辑没有太大区别。
基于展示和政治等因素被媒体大肆报道，使得舆论导向偏坏。
10.出售Tik Tok在美业务，对全球化进程有什么影响
和问题6类型
11.面对美国的封杀，字节跳动切割Tik Tok是一种有效措施吗
字节跳动切割美国市场的Tik Tok，等于默认存在侵犯隐私的现象。现在采取法律诉讼，是非常明智的措施。
12.如何看待Tik Tok网红式的广告投放
如果Tik Tok和抖音的运营方式完全一样的话。
各人理解抖音网红的盈利方式有两种：1、网红通过发布视频，增加粉丝来获取广告投放费用。2、网红通过直播，在平台中获得礼物变现。
而字节跳动作为平台方，在第一种方式中并不赚钱费用，除非该网红属于平台自己的签约网红。在第二种方式中赚取50%的礼物费用。
字节跳动主要收入来自自己接广告，例如：开屏广告、信息流广告、发起活动广告、电商等。通过网红推广来获取利润。
13.Tik Tok算是中国文化输出吗
Tik Tok的用户中国国籍占总用户比例多少，总视频内容中关于中国的文化有多少，关于海外的有多少。有确切的数据才能够判断是不是文化输出，部分海外媒体从中国公司的app来判断是否属于中国文化输出，这是不恰当的。个人认为是带有政治倾向的。
14.如何看待各大互联网公司围剿Tik Tok
Tik Tok公布了自己的营收报告后，各大互联网公司发行短视频社交领域的利润空间大，是自己公司的短板，在全球市场中需要增加新的盈利板块，所以要围剿Tik Tok。
15.如何看待Tik Tok式的流量变现
流量变现从FB、ins、youtube等社交软件的运营来看是可行，只是对产品的表现形式不同，视频相比于文字和图片更加吸引人，并且视频让浏览者停留视频达到1分钟，比图片只停留几秒更容易让浏览者感受到广告的投入。可以更好的将广告的理念传递给浏览者。
并且流量变现模式与FB体系不同，会让用户感受到与平台是合作方。
16.如何看待Tik Tok的精准推送
Tik Tok的精准推送可以增加用户黏性，使得用户在浏览视频时更容易看到自己喜爱的视频，利于APP的发展。可以理解成电脑对人的喜好的分析，更好的抓住用户。
从侵犯个人隐私来看，并没有严重，因为个人隐私泛指身份ID号、住址、电话等个人信息，而一个人的喜爱，在购物网站和线下导购上都可以提现出来，并不能说一个经验丰富的导购一拿就是客户最喜欢的衣服，就认为这个导购侵犯了客户的个人隐私。反观，如果Tik Tok的精准推送是侵犯隐私，那购物网站总是推荐你喜欢的东西也是侵犯隐私。
所以精准推送是一个技术的进步，利于社会高效的发展。