Ekansh Agrawal L&S Math & Physical Sciences
Going Viral: An Analysis of Advertising and Virality on TikTok
My research project seeks to delve into the transformative impact of social media on e-commerce over the past decade. With the widespread adoption of social media platforms, user engagement has skyrocketed, presenting a unique opportunity for businesses. Specifically, I aim to focus on TikTok, a platform with a staggering 700 million daily users, and examine the advertising landscape within this dynamic space. By studying sub-communities on TikTok and their response to content, I aim to understand the mechanisms that contribute to the concept of “virality” in the realm of e-commerce products. This research seeks to uncover an empirical methodology for creating viral products and advertisements on social media, providing valuable insights for businesses aiming to maximize their reach and impact in the digital marketplace. Through this exploration, I hope to shed light on the ways in which social media has revolutionized e-commerce and offer practical strategies for businesses to navigate this rapidly evolving landscape. Ultimately, the goal of this research is to contribute to a deeper understanding of the relationship between social media, consumer behavior, and the success of e-commerce endeavors.