Empirical Research on Perceived Popularity of TikTok In India

Abstract

Short video applications like Tiktok, Helo, Vimeo etc have been the fastest growing trend in the world. The videos’ duration ranges from 15 seconds to 1 minute and helps in killing the fragmented spare time but there has been little study on them in Indian context. For the purpose of research, we chose TikTok as it is the most downloaded app in India in the social media category.  India contributes to 45% of 2019’s total Tiktok downloads across the globe. The research collects data from 101 TikTok users across India through a questionnaire. The responses were collected on a 5-point Likert scale. It tries to find relation between 4 inducting factors: TikTok’s product positioning, content variety, uniqueness and security concerns and the dependent variable - perceived popularity.