Perspective Chapter: The TikTok Phenomenon – Harnessing Opportunities, Assessing Risks and Marketing Insights

Abstract

This chapter examines the influence of TikTok on its users and its broader social implications. The chapter goes on to discuss the benefits of the platform, including high user engagement and the potential for viral content dissemination. It also considers the encouragement of creativity, originality and self-expression. However, it also identifies a number of risks associated with use, including those pertaining to privacy, the security of user data and the impact on mental health. The text also considers the issue of social media addiction and the negative psychological consequences that can result from excessive use of social media, such as reduced self-esteem and increased stress. The analysis of empirical data and scientific studies offers a comprehensive understanding of the TikTok phenomenon. The findings of this study provide valuable insights for researchers, marketing professionals and policymakers who are concerned with the regulation and safe use of social media. The final recommendations emphasise the necessity for further research and the implementation of effective strategies to mitigate the identified risks and encourage the responsible use of this dynamic platform.