• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
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HOME > Archive > 2025 > Volume 13 Number 1 (2025) >
JOEBM 2025 Vol.13(1): 58-65
DOI: 10.18178/joebm.2025.13.1.846

From Entertainment to E-commerce: Exploring TikTok’s Multifaceted Business Model

Jiacheng Duan
University of Birmingham, Birmingham, The United Kingdom of Great Britain and Northern Ireland
Email: 3291311647@qq.com (J.C.D.)

Manuscript received November 5, 2024; revised December 17, 2024; accepted January 14, 2025; published February 12, 2025.

Abstract—This study provides a comprehensive examination of TikTok’s multifaceted business model, illustrating how short-form video platforms have revolutionized social media from traditional text and image content to dynamic, visually-driven content. The paper analyzes TikTok’s distinctive algorithms and immersive content strategies that redefine user engagement, along with its integration of advertising, e-commerce, and brand partnerships. Moreover, the research delves into TikTok’s proactive solutions to regulatory challenges, highlighting its adaptability. Key insights are offered on the future of social media marketing, underscoring the significance of short-form video content and the potential of an integrated e-commerce experience, as well as the necessity for flexibility in regulatory compliance. The findings suggest that TikTok’s approach can serve as a model for other platforms aiming to engage contemporary digital audiences effectively.

Keywords—business model, social media, TikTok

Cite: Jiacheng Duan, "From Entertainment to E-commerce: Exploring TikTok’s Multifaceted Business Model," Journal of Economics, Business and Management, vol. 13, no. 1, pp. 58-65, 2025.

Copyright © 2025 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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