Abstract:

This paper introduces TikTok as a business promotion platform. TikTok is less popular than Facebook or Instagram, but nevertheless its popularity is growing steadily among users from all over the world. TikTok no longer needs to be ignored, as businesses can use it to their advantage and acquire new target audiences, increase awareness of their products or services and finally increase their sales. The main goal of this paper is to evaluate the possibility of using the social network TikTok for e-commerce in terms of consumer behaviour. The research made use of analytical processing methods. Given the nature of data obtained, the research made use of the following statistical methods: agreement between measurements – the degree of concordance between two sets of measurements, the proportion test and the one-sample Wilcoxon signed-rank test).