OCIAL MEDIA RESEARCH AND ASSESSMENT OF THE COMPETITIVE ADVANTAGES OF TIKTOK
Nowadays, well-established social media platforms are used on a daily basis and satisfy almost all consumer desires. However, with the ever-changing needs of users, there is still an opportunity to develop a new, improved product that can create a new successful social media platform. The main goal of the article is to reveal the competitive advantage of TikTok as a platform that attracts the attention of users significantly more. A case study was used as the main research method. The author has developed a table with objective and subjective parameters. Each parameter had its own specific weight. The weights were reflected in the final evaluation of the analysis. The six most popular social media platforms were identified and involved in the study. The article’s findings indicate that the competitive advantage of new social media platforms lies in adapting to the ever-changing media consumption of consumers.