Analysing the Transformative Impact of TikTok Virality on Accelerating E-Commerce Brand Growth and Expansion

Abstract

Global business is greatly impacted by social media and interactive platforms. Social media platforms aid in the growth of enterprises within financial constraints. These kinds of platforms are especially necessary for e-commerce companies, as they allow for improved brand growth and expansion in the international marketplace through interesting content, interactive options, and influencer benefits. With its ability to facilitate influencer marketing, content analysis, and customer interaction through data analysis, TikTok is becoming a platform that is rapidly expanding globally. The platform acquires the vast majority of the clients of a company without any further effort because of the influencer marketing help. In this context, the study aims to emphasise how TikTok virality has a revolutionary effect on e- commerce brand growth and expansion. The study also intends to concentrate on the elements, significance, and difficulties that TikTok has encountered or is currently encountering in order to hasten the expansion of e-commerce firms. The findings of the study revealed that one of the biggest social media networks, TikTok, has been promoting e- commerce businesses through a variety of techniques such as content recommendations, influencer marketing, and even viral challenges made by influencers to draw attention to the brands. While acknowledging this, it may also be claimed that these procedures enhance public perception of the brand, demonstrating TikTok's support for the expansion of e- commerce brands in the commercial sector. Furthermore, based on the particular data, it appears that the Gen Z demographic prefers influence marketing on the aforementioned social media platform since they have a better understanding of the product's reality.