Nitin Mali

An empirical analysis of use of tiktok by management students in pune city

• Authors Details :  
• Abhijit Vhatkar Nitin Mali

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TikTok is a mobile application which is available for Android & IOS platforms. It is used for video creation & video sharing purpose. It was launched in China in 2016. The application helps users to become a video creator, so that they can share videos regarding the things they are passionate about. It competes with various social media applications like Facebook, Instagram and YouTube. (1) The social media video app ‘TikTok’ is witnessing highest growth in all around the world. TikTok, which was earlier known as ‘Musicl.ly’ has now user base in 150 countries. It has 800 Million monthly active users all around the world. Their mobile application has downloaded 1.5 Billion times. Average time spent on TikTok is 52 minutes. 83% of its users are also creates videos on the platform. (2) Youth is a major user of this application. College students use it in large numbers. College students use various other social media applications such as Facebook, Instagram, LinkedIn, Snapchat, Twitter etc. These applications are present in market since a decade. But a new entrant, TikTok has seen a tremendous growth in a short duration of time. Hence, researcher has focused on use of TikTok by students. Researcher has limited the focus on management students from Pune city.

Article Subject Details

• Business management
• Management
• Management principles
• Management Research
• Marketing

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